Behind oral brand Zenyum’s multi-sensorial Smile Gym in Singapore
While the power of a smile cannot be underestimated, it is interesting to see an oral brand taking to ‘smile’ as its brand-building anchor. To take the smile ahead, Singapore-based Zenyum has teamed up with Finland-headquartered creative agency Superson to launch its first-ever pop-up experience Zenyum Smile Gym, at Design Orchard in Singapore.
Zenyum launches multi-sensorial Smile Gym in Singapore
Founded in 2018, Zenyum has emerged as one of Asia's fastest-growing consumer dental products brands and has been working towards transforming the dental category from a boring chore to an exciting ritual. Its range includes 3D-printed invisible braces as well as a full line of oral care products. It is present in markets like Singapore, Hong Kong, Malaysia, Vietnam, Indonesia, and most recently launched in Japan.
How does the gym work
Zenyum has been deploying the ‘smile’ story as a part of its brand-building initiatives. The latest Zenyum Smile Gym has been designed as an experiential shop space, to welcome people to connect and re-activate the part that people have used the least during the pandemic - the smiles. It has been conceptualized as a response to pandemic-related stress of the last two years.
Launched as a limited period initiative, the gym has been equipped with all the essential tools that can help people feel happy and smiling.
Making the ‘smile’ goes a long way
The multi-sensory shop space has been created in partnership with the Singapore teams from Superson, Division Communications, and Telescope Studios.
The retail experience celebrates and educates on all things smile and oral care related in multiple ways. These include:
- A life-sized ZenyumSonic toothbrush for larger-than-life Instagrammable moments.
- The Smile cycle, an IG worthy room to make the smiles go around.
- The Smile changing room, a step-by-step guide to the virtual smile assessment for ZenyumClear invisible braces.
- A host of fun, gym-inspired stations and serious games and offers.
Said Marc Torras, Zenyum's managing director for Singapore, Malaysia and Indonesia, “The Zenyum Smile Gym marks one of the many ways this home-grown brand will reach out and resonate with consumers across Singapore and the region.” As one of the top-performing brands in the personal care category, it's essential that we fuel that growing demand by creating more extraordinary and unexpected retail experiences, which encourage everyone to smile more, he added.
According to Antti Toivonen, Superson APAC managing partner, “This store concept was a dream brief for Superson as we could build a cross-disciplinary indie team of like-minded mavericks from graphic designers, writers and experiential experts to PR magicians and video creatives.”