The SMU Shop! was recently given a facelift, and this was made possible by the selfless and enthusiastic efforts of several SMU students from conceptualisation to photography to modeling.
|
 |
Working alongside these students was like setting the slogan “We Love SMU” in real motion, as they generously poured out their “Heart, Life, Passion, Soul” into the revamp efforts – most of which were behind-the-scenes, such as numerous hours of extensive makeup, sweating out at photoshoots, discussions, phone calls and emails.
The planning went way back to June 2003 when the Office of Corporate Communications was approached by three students – Lim Kong Wee, Edwin Tay Ee Koon and Jacqueline Zhuang Mei Yan – with their “Varsity Store” business proposal in wanting to set up a retail store on the campus. The objective was to mould the retail store and its merchandise to be uniquely SMU and have students, faculty and staff, to be proud to own the SMU merchandise.
The major theme of the revamped SMU Shop! is based on the team’s concept “Bag A
memorable moments experienced by an SMU student during his or her time spent at the University. Photographed by Jeremy Nguee, the photo montage is a visual extension of those “moments” at SMU. With the larger-than-life posters featuring SMU students Jalleh Jesse James and Jade Seah Mei Yu (on the door), Charlotte Lin Ying (near door) and Paul Chong Siang Hooi (side of cabinet), the SMU Shop! aims to creatively reflect the vibrancy, energy and passion that underline the “We Love SMU” ad campaign.
|
