Making magic through the night: Meet the design and build company behind S’pore’s spectacular installations

AS NIGHT falls, dozens of handcrafted Christmas trees, larger-than-life perfume bottles, snowflakes and camellia flowers are carried through the unusually quiet shopping corridors of Marina Bay Sands (MBS), ready to transform the space into a dazzling festive wonderland.

These signature emblems of Chanel’s luxury winter holiday campaign are then hoisted skyward on spider lifts, which are crane-like platforms, meticulously fixed piece by piece to the truss beams near the ceiling. Below, a winter showcase takes shape as a dollhouse is assembled, surrounded by snow-dusted fir trees.

By sunrise, the Christmas spectacle is complete. Thousands will soon marvel at the installation when they step into the mall, unaware of its midnight transformation.

Overnight set-ups like these are the final stage of the installation process for the projects at Dezign Format, the design and build agency behind some of Singapore’s top visual installations. With over three decades of award-winning retail and cultural work, the company recently earned a place on this year’s Enterprise 50 list.

“As long-time builders of this event, it is a privilege for our team to now stand on the very stage we have crafted,” says Mike Chong, Dezign Format’s chief executive officer.

His passion for the craft stems from growing up amid Singapore’s retail boom, where he was captivated by the elaborate festive decorations in shopping malls and harboured hopes of creating such magical experiences himself.

“Somehow, almost as if by fate, I found myself entering this industry alongside my eldest brother, N. S. Chong, who had long dreamed of pursuing his passion for design and showcasing his remarkable talent for sculpting,” he adds.

After completing his studies in Visual Communication at the Nanyang Academy of Fine Arts, the elder Chong founded Dezign Format with his brother in 1988. What began as a modest vision to pursue his creative passion soon grew into crafting decorations for window and festive displays.

Today, it is recognised as one of Singapore’s leading design and build specialists, with a dedicated team of 180 staff and a portfolio that includes a wide range of brands in Marina Bay Sands’ luxury retail belt.

Among their notable installations last year were luxury brand Dior Beauty’s Christmas spectacle at MBS and Swiss watchmaker Jaeger-LeCoultre’s The Reverso Stories travelling exhibition.

In addition to its portfolio of luxury brands, the company displays a remarkable range of work which makes them highly sought after by local and international brands. From the Twenty3 Hospitality Suite for VIP guests at the 2024 Singapore Grand Prix, to the LKY: The Experience exhibition to mark the 100th birth anniversary of Singapore’s founding father, Lee Kuan Yew, Dezign Format has been at the forefront of many significant events and showcases.

Fusing craftsmanship and technology

Curiously, the elder Chong, who now serves as the chairman of Dezign Format, credits the company’s success to its failures. Through experimenting with different work methodologies, the firm iterates through trial and error.

Human expertise convenes with advanced technology in the company’s production facility in Woodlands, which stands at 60,000 sq ft – nearly the size of a football field. According to the younger Chong, this is uncommon in Singapore, where land is regarded as limited and costly.

Having local production facilities enables them to maintain precise control over quality and necessary adjustments, keeping clients informed in real time – an essential advantage in an industry with short and strict timelines.

With a diverse range of capabilities, the team at Dezign Format is able to take on projects locally and regionally, specialising in curating bespoke concepts to bring extraordinary visions to life. One of their most prominent projects is The Legend of the Dragon Gate display at MBS, which drew crowds from across the city during the Lunar New Year celebrations.

The centrepiece of the installation comprised a pair of 40m-long aquamarine and teal dragons, seemingly suspended in mid-air. Weighing several tonnes each, the sheer scale of the dragons presented a significant challenge for the team.

To overcome this, the engineering team devised an innovative solution: Dividing the massive structures into segments that could be assembled and connected mid-air with seamless precision.

To refine this complex installation process, the team first created detailed 3D-printed prototypes, allowing multiple crews to visualise and coordinate their roles in the intricate assembly sequence at MBS.

Sustainability at the forefront

While utilising advanced technology and creating large-scale displays, Dezign Format is dedicated to sustainability by implementing efficient production processes that help the company minimise waste and reduce its environmental footprint.

As one of the first companies to achieve the Gold tier in the Singapore Mice Sustainability Certification (MSC), Dezign Format leads the industry in environmental responsibility, obtaining local and international certifications including ISO 20121 Event Sustainability Management Systems.

In line with the Singapore Green Plan 2030 targets and the government’s national agenda on achieving net zero emissions, Dezign Format is currently a participant in the LowCarbonSG programme, where it seeks to consciously track its carbon footprint and work towards decarbonisation.

In addition, the company has rolled out initiatives such as upcycling building materials and partnering with National Environment Agency-certified waste management vendors.

“As a business, we deeply believe in the positive impact we have on society and the role we play in the broader ecosystem,” says the elder Chong. “By aligning our business practices with these values, we strive to lead by example and make a lasting, positive difference in both our community and the world at large.”

For more information, visit dezignformat.com