Eu Yan Sang (EYS) has been exemplary in its efforts to connect with millennials. The traditional Chinese medicine (TCM) brand recently took over the facade of speakeasy cocktail bar, The Library, located at drinking hotspot Keong Saik Road – an unconventional place to discover TCM.

Spearheaded by retail and brand consultancy FITCH, the pop-up features immersive touch points that inspire and educate tech-savvy millennials on the marvels of TCM. “Our biggest challenge was to build brand and category demand amongst millennials who are usually not exposed to TCM as health supplement or remedy,” says the team at FITCH, who recognised that more people are now seeking natural remedies to enhance their health and well-being.

The team explored the common health concerns of the target audience and created a series of vibrant and light-hearted installations to connect with the young. While cues were drawn from old school TCM halls and EYS’s heritage and values to design the space, FITCH introduced modern adaptations and new offerings inspired by today’s lifestyles.

Inspired by the logo mark of EYS, a tree installation flows throughout the space, representing “physical and spiritual nourishment, transformation, growth, sustenance and fertility.” The tree roots extend from the interior space to the outdoor walkway organically, symbolising continuous growth and enticing curious passers-by into the space to embark on a wellness journey.

Inside, the space is vertically divided by two eye-catching colour blocks: a deep blue represents the earth and cold (yin energy), while red represents heat (yang energy).

Forming the centrepiece, 49 types of TCM ingredients are housed in a periodic table-inspired Herb Library, categorised into energy groups such as cool, neutral and warm, encouraging a sense of discovery and exploration amongst visitors.

Guests may acquire “Four-Tune Cards” that share remedies for hangovers and other health issues common in the modern age. Encouraging audience participation, visitors are invited to share their dream natural remedy with EYS in a suggestion box.

Adding to the experience, visitors may also take a drinking personality test on an interactive app to find a herbal cocktail – made using ingredients from EYS – that matches their personality. The cocktail can be enjoyed in the speakeasy bar.

“This space aims to cut through the clutter and disinformation surrounding TCM to create awareness and educate by delivering clear messages about its benefits in a modern, fun and relatable way,” the team concludes.

Images courtesy of The Library