ION Orchard is set to captivate shoppers with its “Live the Race” campaign, running from 22 September to 12 October 2025, as it aligns with the Singapore Grand Prix Formula 1 fever. This initiative is part of the mall’s broader Autumn/Winter campaign, “A New Season, A New Silhouette,” which spans from 1 September to 6 November 2025. The campaign promises a blend of motorsport excitement and high-end retail experiences, featuring immersive race-themed activities, exclusive store launches, and curated promotions.
The highlight of the campaign is the transformation of ION Orchard into a Race Village, showcasing brand activations and race car displays. Notable events include TAG Heuer’s interactive pop-up, which celebrates its role as the Official Timekeeper for Formula 1, and the LEGO Experience, offering F1 challenges and a chance to win a mini LEGO F1 Racecar. Additionally, the “Inside the Garage” event, presented by Visa, TUDOR, and HUGO, offers fans a glimpse into the racing world with interactive challenges and exclusive merchandise.
Shoppers can also enjoy elevated rewards, including a 10% rebate for ION+ Rewards members from 1 to 5 October 2025. New flagship stores such as Breguet, Café Nesuto, and The Planet Traveller further enhance the mall’s luxury appeal. Seasonal brand collectibles and privileges, including exclusive gifts from Casetify, TWG Tea, and Estee Lauder, add to the allure.
ION Orchard’s CEO, Yeo Mui Hong, expressed excitement about the campaign, stating, “We are creating an immersive experience that transforms Singapore’s premier shopping destination into the ultimate motorsport playground.” The campaign promises to offer something for both racing enthusiasts and luxury shoppers alike.
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