2024
Launch Campaign
Visual Identity
Bose and Sony. Our challenge was to create a compelling campaign to launch OnTrac, building on Dyson’s legacy of innovation and engineering excellence.
Research & Insights
Target Audience: Tech-savvy, design-conscious urbanites, 20-40
Observation
Stylish urbanites seek weekend getaways to recharge and escape the city's hectic pace. These retreats offer a chance to disconnect, cultivate personal style, and explore new experiences in tranquil settings. Traveling with friends enhances social connections, making these trips not just about leisure but a conscious choice for well-being and balance amid urban chaos.
Insight
In a compact city like Singapore, there are few places for urbanites to truly escape and recharge their energy and creativity. Existing venues often lack the immersive environment needed for deep relaxation, and the proximity to urban distractions diminishes the restorative experience. This highlights a demand for dedicated spaces—like pop-up retreats or wellness centers—that cater to the need for relaxation and inspiration within the city's confines, crucial for fostering well-being and creativity among residents.
The idea after research insights was our pop-up installation designed to take users on a journey from the noisiest, most chaotic parts of Singapore to serene, peaceful escapes. Scattered across bustling urban spots, these installations offer a momentary retreat—immersing visitors in a sensory experience that feels like stepping outside of Singapore itself.
Concept
OnTrac Portals offers a multi-sensory healing journey using the Dyson OnTrac. By placing a series of immersive spaces within the busy areas of Singapore, the experience “transports” users to unfamiliar and serene environments. The pop-ups are made for urbanites who need a relaxing getaway.
Serangoon MRT station to Pagoda Street in Chinatown
From the bustling MRT station to one of the most serene places on Earth, transporting the audience to Iceland, beneath the Northern Lights. From the bustling streets of Chinatown to the tranquil sounds of saltwater in Bolivia's Salt Flats.
Dyson OnTrac Portal | F1 Singapore 2025
During the Grand Prix, Marina Bay Sands becomes Singapore’s loudest hotspot. Amid the roaring engines and electric crowds, the Dyson OnTrac Portal offers a moment of escape, transforming chaos into calm through immersive soundscapes and cutting-edge air purification. Step in, tune out and experience serenity in the city’s most intense moment.
Amid the F1 frenzy at Marina Bay Sands, the Dyson OnTrac Portal offers a peaceful escape:
The images above are AI-generated to showcase the concept.