Uniquely Singapore Style at ITB Berlin

Fashion, dance and music came together in a vibrant mix at Singapore’s booth at the world’s largest trade fair.

Visitors to ITB Berlin last month got a taste of Uniquely Singapore Style as the tourism board staged a vibrant show of colours, contemporary music and dance, fused with a haute couture collection from Singapore’s foremost designers.

Held at its booth at the world’s largest trade fair, the Uniquely Singapore Style Showcase featured an array of innovative costumes and flamboyant fashion shows together with contemporary dance and music segments.

Some of the best works of Singapore’s trendiest fashion designers such as Madeline Wong and Frederick Lee were showcased at the fashion shows while the music and dance sequences were the highlight of the show displaying Singapore’s home grown talent Mothar and his theatrical showpieces.

This made-in-Singapore fashion and dance spectacle, produced by Singapore’s sought-after choreographer Daniel Boey and Darren Seah, was staged four times over three days of the fair.

Other than travel trade delegates, an estimated 65,000 consumers and members of the media from Germany and all over the world attended ITB 2006.

Visitors to the pavilion also saw one of the show’s largest video walls featuring various aspects of Singapore from its attractions to shopping, food, entertainment and the arts and nightlife.

In keeping with the changing entertainment and lifestyle scene in Singapore, the pavilion was designed to resemble a sophisticated and contemporary lounge bar using cutting edge multimedia technology.

“The Uniquely Singapore Style Showcase, together with the ‘new look pavilion’ at ITB Berlin aimed to replicate the sophistication, pulse and vibrancy that characterizes Singapore today”, said Mr Ken Low, Assistant Chief Executive, Brand and Communications at STB.

“We wanted to share a capsule of these exciting times and Singapore’s evolution with global audiences, through our experiential pavilion at ITB 2006,” he added.