CAPITASTAR

Tennessee Loveless's art installations in shopping centers across China formed the basis of a synergistic digital campaign with CapitaStar. CapitaStar is a prominent cardless lifestyle and shopping rewards program operated by CapitaLand across participating malls and workspaces in Singapore, Malaysia, and China. The program boasts over 1.9 million members and connects shoppers to more than 3,000 retail tenants across various malls and integrated workspaces.

 

The campaign reimagined Loveless's characters under his "SUPER DISCOTECA" style guide — a Sanrio-like aesthetic featuring bold lines, bright colors, simplified shapes, and clean design. CapitaStar's commercials featured his icons interacting whimsically with the world, and its web-based games showcased his designs as well.