Playwalls was a big project I led during my role as lead designer at Chroma Living from 2020-2022.

It is a series of interactive magnetic walls for kids aged 5-12+. Our mission was to craft and curate an immersive educational experience that’s fresh, fun and enriching. We wanted to nurture and nourish the natural curiosity of young minds while creating quality bonding opportunities for parents and their little ones.⁠

I crafted this project from scratch, conceptualising and designing the actual product. I sourced for suppliers, managed quotations, and oversaw the later print production.

At the same time, I planned and created all the marketing content for Playwalls, be it standard social media posts and even instagram filters and animated tutorials. I set up the official pages on various platforms such as Instagram, Facebook, Youtube, Google My Business and Kickstarter. (Yes! This project was to be launched as a Kickstarter when everything was ready.)

We thought, what if home decor could be interactive?

The idea for Playwalls was born in 2020 amidst the COVID-19 situation as we were all made to stay home more. It reignited the notion of one's home being the hub of one's life, be it family, work, hobbies, learning, and so on.

Rediscovering the simple yet irreplaceable joys of family time, we decided to incorporate this concept into home decor.

Exploring the marketing potential of Instagram filters

The social media marketing strategy for Playwalls was focused on Instagram where our target audience (young parents) would be more active on. Hence, I created Instagram filters for the @Playwalls Instagram account.

This not only gave our product an edge in keeping up with the tech-savvy kids of today, but also opened up a channel for user-generated content that could foster a community for our brand.

I also made Instagram stickers for Playwalls. You can find them if you search “Playwalls” in the sticker function in Instagram stories!

Sadly, the project was not continued and I left the company shortly after to seek out other opportunities. The kickstarter never happened in the end but overall this experience was still very memorable to me as a young creative. I learnt so much and had a lot of fun developing what was almost as though a passion project. I will always be grateful to my bosses at Chroma Living who had given me so much trust to grow and develop what started out as a single liner post-it brief into this elaborate project.

Production Time!

Finally, after months of hard work, we had produced the very first complete set of Playwalls — Set 1A. It was surreal seeing it all come together, all 70+ magnets in a customised pouch, an activity book filled with trivia and a sticker sheet, whiteboard markers for drawing on the magnetic surfaces and even our very own custom designed box that would fit every element perfectly. Set 1B, 1C and 1D had also already been designed and were just waiting to be printed.