Loco Local, the Spring/Summer Singapore campaign by the French high fashion luxury powerhouse Hermès earned Highly Commended Award in the INSIDE Display Category at the recent World Architecture Festival (WAF) here in Berlin, Germany. Dubbed the Oscars of Architecture, the World Architecture Festival honours the industry’s best every year, with participants from more than 50 countries worldwide.
The Loco Local campaign by AK+, a local Design & Architecture firm, earned praises by the judges for creatively juxtaposing found objects (like coconut fronds and batik) with the high culture of Hermes. It reflects the socio-cultural positioning that is unique to Singapore. The campaign’s concept is an interplay of what is second nature to the everyday lives in Singapore. The focus is on how nature and objects that locals have grown accustomed to as indigenous to our society can be used in ways that surprise and overturn our expectations.