[01 - Projects]
PopToyShow '25
PopToyShow ’25 needed more than a hype launch page. The site had to carry POPMART Singapore’s playful energy while keeping key event information clear, fast to update, and reliable under peak campaign traffic.
With LIONCOLONY leading design and creative direction, we built the frontend and CMS architecture to turn that creative vision into an experience that feels immersive for fans and operationally practical for the team behind it.
Date published
Last updated
[02 — The Problem]
What needed attention
PopToyShow ’25 needed a Singapore campaign site that could express POPMART’s playful event identity while still handling practical realities: clear information hierarchy, fast content iteration, and stable performance during high-attention windows.
- Immersive visuals could not come at the expense of discoverable event information and smooth navigation.
- The team needed to publish and revise campaign content quickly without creating operational friction.
- The build had to remain scalable for future event cycles, not just a one-off launch experience.
[03 — Overview]
The context
We designed the user flow so visitors could enjoy the visual world of the event without losing sight of essentials like schedule context, event updates, and campaign messaging.
On the content side, we structured Payload CMS for speed and clarity: straightforward updates, reusable sections, and a setup that supports evolving announcements without forcing rebuild-heavy workflows.
The result is a site that feels playful and high-energy on the surface, but is grounded in scalable delivery underneath — built for this campaign window and reusable for future event moments.
[04 — Visual Direction]
How the work came together
[05 — What We Improved]
What we focused on
These were the main areas of focus in the work, based on what the project needed most.
[06 — What Improved]
What changed
PopToyShow ’25 launched with an experience that feels expressive and brand-right, while giving the team a scalable CMS-backed workflow to manage ongoing updates with confidence.
[07 — Results]
What followed
- Higher-quality brand presentation through immersive, playful web storytelling
- Clearer event communication with stronger information flow across key sections
- Scalable Payload CMS structure for faster campaign updates and future reuse
[08 — Get Started]
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[09 — More Projects]
