Singapore debut of The Dessert Museum pop-up, a Dessert Carnival perfect for family-fun and a series of exciting giveaways at the nation’s iconic mall

20 September 2019 – Celebrate Plaza Singapura’s 45th anniversary with Pretty Sweet 45 – a series of dessert-themed in-mall activities, sweet deals and exciting giveaways worth more than S$150,000 from 23 September to 27 October 2019. The festivities will also see the debut of The Dessert Museum in Singapore – an interactive pop-up with a highly visual combination of sugar and selfies.

“As we commemorate 45 wonderful years in Plaza Singapura’s history, we warmly invite all shoppers to indulge in a fun-filled dessert-themed extravaganza with us and share their colourful experiences online,” says Ms Tan Pei Cheng, General Manager of Plaza Singapura. “Plaza Singapura holds a special place in the hearts of many families who grew up together with fond memories. We celebrate this major milestone with the community and look forward to engaging them with more meaningful experiences in the years ahead.”

Sweet Surprises

Headlining Pretty Sweet 45 is the first overseas pop-up of The Dessert Museum, a popular tourist attraction from the Philippines. The pop-up will make its first appearance in Singapore, exclusively at Plaza Singapura starting from 3 October 2019 (open to public on 4 October).

“Following the success of The Dessert Museum in Manila, we were looking to expand regionally to bring this highly instagrammable and sensory experience to a wider audience,” says Ms Katrina Kay Lacap, Co-Founder, The Dessert Museum by AThousandConcepts Inc. “We’ve received so much interest from Singaporeans since we opened and are so excited to collaborate with Plaza Singapura and Ultimate Entertainments Group to launch the first-ever overseas pop-up in conjunction with Pretty Sweet 45! It’s going to be such a fun time and we can’t wait for everyone to enjoy The Dessert Museum and all the other sweet deals.”

Featuring five mouth-watering rooms of sugar-filled happiness decked out with larger-than-life, quirky dessert inspired elements, The Dessert Museum is an immersive and interactive experience for both young and old. Each room is modelled after well-loved sweets and perennial crowd-pleasers including doughnuts, gummy bears and ice cream. Participants can look forward to sliding, jumping, playing and swinging their way through the magical museum.

As part of the celebrations, Plaza Singapura will host The Dessert Carnival, which gives a dessert twist to popular game stalls such as Ring Toss, Lobster Pot, Basketball and many more. Other fun activities include The Dessert Marketplace – a specially curated selection of whimsical delights for the whole family – and Sweet Treats, workshops packed with various hands-on activities such as baking and candy making to keep the little ones engaged. For one week only, Plaza Singapura will also be bringing all-things dessert around the island from 16 September to 29 September 2019 through its roving ‘Lorrypop’. Those who spot the colourful vehicle can stop by for a selection of special treats.

Plaza Singapura will also embark on a special donation drive to spread joy to the community. Visitors to Pretty Sweet 45 are encouraged to take as many photos as they like and post them on Instagram with the hashtags #PrettySweet45, #CapitaLandHopeFoundation and #CapitaLand. For every hashtag, CapitaLand Hope Foundation, the philanthropic arm of CapitaLand, will donate S$5 to Care Corner.

Sweet Deals

On 3 October 2019, there will be special 45-minute Flash Deals all around the mall with mustgrab deals from as low as S$4.50 per item and up to 45% storewide discounts for a limited time only from 8.30pm. Participating stores include Goldheart, Swarovski, McDonald’s, Marks & Spencer, Bizen, Evenodd and many more.

Pretty Sweet 45 will feature the largest giveaway of the year as a special thank you to Plaza Singapura shoppers. With a minimum spend of S$180, participants stand a chance to win prizes worth up to S$150,000. Prizes include Samsung Galaxy Note 10+, OSIM massage chair, Goldheart jewellery, among others. Redemptions are limited to 45 shoppers per day.

CapitaStar reaches One Million Members

This October, Singapore’s largest multi-mall, multi-store rewards programme – CapitaStar will celebrate a milestone of achieving one million members in Singapore. CapitaStar will be giving away one million STAR$ (worth S$1,000 CapitaVouchers) for the millionth member who signs up via the CapitaStar App. The top 10 CapitaStar members between 16 September to 31 October 2019 will each win one million STAR$.

To commemorate Plaza Singapura’s 45th Anniversary, the top five members with the highest spend at Plaza Singapura from 6 September to 27 October 2019 can look forward to a super sweet surprise – a 45-minute helicopter sightseeing tour for two around Singapore. All CapitaStar members will also have access to app-exclusive daily deals and lucky draw prizes worth up to S$10,000.

“As Singapore’s leading lifestyle and loyalty app, CapitaStar is excited to achieve a new milestone with an islandwide network of one million members,” says Mr Reuben Yong, CapitaLand’s Head of Retail Coalition. “Since CapitaStar started in 2011, we have transformed the app into one of Singapore’s most popular lifestyle platforms, integrating CapitaLand’s offerings into the daily lives of our shoppers. CapitaStar’s functionalities and offerings have expanded over the years and we will continue to do cement its lead by delivering even more rewards and conveniences to shoppers across CapitaLand malls.”

Setting the standard since 1974

Since its launch in 1974, Plaza Singapura has constantly adapted and experimented with its retail mix to meet evolving consumer needs and preferences. Over the past 45 years, the mall’s in-store retail revolution has been amplified with the implementation of the latest innovation and technologies culminating in the launch of Nomadx in 2018, Singapore’s first “phygital” multi-label concept store, that transformed shoppers’ experience with its experiential element.

The mall has also been steadily optimising its retail mix by supporting the revitalisation of its anchor tenants, including the recently refurbished DBS bank’s “café and branch” lifestyle concept and incorporating new-to-market brands such as Isaac Toast, Panko Pocket and Five Guys. This forward-thinking approach has led to Plaza Singapura becoming the location of choice for large established brands such as MUJI to open larger, flagship stores, coupled with the incubation of homegrown online brands such as Runway Bandits and Fash Mob.

From entertainment to retail-tainment, Plaza Singapura continues to transcend frontiers of retail innovation with an array of in-mall events that aim to provide opportunities for customers to create their own memorable moments. Pretty Sweet 45 is one of the many examples of the mall’s evolution through the years, designed specially to provide sharable and Instagrammable photo opportunities to an increasing digitally savvy customer base.