Back to news
Chuẩn bị, sẵn sàng, vui chơi
CEO Magazine
February 01, 2017

Các sân chơi của Playpoint Singapore có thể trông giống như trò chơi trẻ em, nhưng thực sự chúng là thành quả của sáng tạo nghệ thuật, thiết kế cảnh quan và tư duy mới nhất về sự phát triển của trẻ.

Một bộ xích đu và một chiếc cầu trượt từng là tất cả những gì mà bọn trẻ cần để vui đùa trong sân chơi. Điều này hiện không còn là đúng nữa. Khi Playpoint Singapore thiết kế những sân chơi được nhiều người săn đón, sân chơi ngày càng hoàn thiện với các tùy chọn thực tế tăng cường và các ứng dụng có thể tải xuống về những câu truyện cổ tích của Hans Christian Andersen. Jason Sim, Giám đốc điều hành Playpoint Singapore, giải thích: “Trẻ em có thể chơi trên các sân chơi thực tế nhưng cũng rất thích thú với thế giới ảo. Với thực tế tăng cường, các nhân vật từ những câu truyện bước ra thế giới thực và bạn thực sự có thể chụp ảnh với con mình cùng với nhân vật yêu thích”.

“Ngoài ra còn có một ứng dụng kể chuyện, nơi trẻ em có thể chạm vào nhân vật trên iPad và ứng dụng này sẽ phản ứng lại với thao tác chạm của trẻ. Ứng dụng có thể được dịch sang 16 ngôn ngữ khác nhau như tiếng Hàn, tiếng Trung, hoặc thậm chí tiếng Hà Lan; do đó, ứng dụng phục vụ cho tất cả người dùng có quốc tịch khác nhau”. Tất cả đều nằm trong tầm nhìn của công ty nhằm vượt qua ranh giới của

The company has now completed more than 5,000 projects for condominiums, shopping malls, schools, attractions and parks, including dreaming up Asia’s first vertical playground. It wasn’t exactly the vision Jason was holding in his mind’s eye when he graduated with a Bachelor of Marketing from Australia’s Curtin University of Technology. He was aspiring to a future in an advertising agency — and did go on to work for a firm in that field after graduating — but quickly found it wasn’t his cup of tea. It was while he was studying his university degree part time, however, that he found his true calling. He went to work for a trading company selling playground equipment and that experience sparked an idea for a business. In 2001 he and two friends, Wayne Chua and Charles Tay joined forces to start Playpoint Singapore, six months after Kompan offered an exclusive agency to Jason. Fast-forward more than 15 years and it’s now the leading turnkey playground and outdoor space specialist in South East Asia, with offices in Vietnam, the Philippines, Malaysia and Indonesia. The company has now completed more than 5,000 projects for condominiums, shopping malls, schools, attractions and parks, including dreaming up Asia’s first vertical playground.  Over the years, it has worked with developers, consultants and international design firms such as Zaha Hadid, Toyo Ito Office for Metropolitan Architects, Studio Daniel Libeskind, and Grant Associates.

Jason says the process starts with understanding the customer’s objectives and requirements and whether there’s any story behind their project that can be integrated into the playground design. “Of course we have a full range of products that we can put inside it, it’s just what is the best product that assists in the development of the story? So we need to understand all of this before we can come back with any possible design.” Asked to name some of the company’s highlights Jason nominates some of its bigger projects in Singapore including its Gardens by the Bay project, which features treehouses, climbing ropes, slides and water play areas for children; and Happy Park at Waterway Point suburban shopping mall, which became the first attraction in Singapore to integrate lights in a wet and dry playground. “Those project values are more than S$2 million for each job,” he says. Achieving its aspirations for children’s playgrounds has meant gathering a cluster of innovative and imaginative partners, who are equally committed to its vision. “We work with companies that are more into the architectural field like [Italian street furniture company] Metalco because their products are a combination of form and function.”

Jason says the process starts with understanding the customer’s objectives and requirements and whether there’s any story behind their project that can be integrated into the playground design. “Of course we have a full range of products that we can put inside it, it’s just what is the best product that assists in the development of the story? So we need to understand all of this before we can come back with any possible design.” Asked to name some of the company’s highlights Jason nominates some of its bigger projects in Singapore including its Gardens by the Bay project, which features treehouses, climbing ropes, slides and water play areas for children; and Happy Park at Waterway Point suburban shopping mall, which became the first attraction in Singapore to integrate lights in a wet and dry playground. “Those project values are more than S$2 million for each job,” he says. Achieving its aspirations for children’s playgrounds has meant gathering a cluster of innovative and imaginative partners, who are equally committed to its vision. “We work with companies that are more into the architectural field like [Italian street furniture company] Metalco because their products are a combination of form and function.

“I’m motivated by opening up new markets for Playpoint and trying to move forward and develop new ideas and new concepts which stimulate the company” – Jason Sim

Another key partner is the Danish playground supplier Kompan, which was responsible for developing the world’s first children’s playground with its own app. The design of its products are based on extensive research into child development. “Most of the products shape the children’s development so I think the most important aspect is to get them out of their homes, get them off their iPhones and iPads and actually be active and socialise with other kids at the playground to learn more about cooperation and interaction with the physical combination.” While the products are designed to have aesthetic appeal, there’s no skimping on the safety and sustainability elements.

Playpoint Singapore has green label certification for its products, for instance, with some made from recycled components. “Most of the products are designed for outside use and require minimum maintenance; some of our products also have a lifetime warranty that includes manufacturing defects. “We do maintenance probably once or twice a year depending on how much the playground is used.”

 

As the company has grown it’s also set in place various CSR initiatives over the past four years. In Cambodia it worked with independent disaster relief agency Mercy Relief to donate a playground to a primary school in Takeo. As part of its CSR program, Playpoint Gives Back, it has also worked with Unilever, actively donating sets of Kompan playground equipment to children’s charities for underprivileged children in Vietnam. Looking ahead, the company plans to continue expanding in the region. Jason is eyeing China as well as looking at how it can extend its product portfolio into previously untapped areas including entertainment centres. It’s a side of his role that he loves. “I’m motivated by opening up new markets for Playpoint and trying to move forward and develop new ideas and new concepts which stimulate the company rather than being stagnant and waiting for things to happen.” Naturally, he also loves seeing children enjoying one of the company’s creations. “That’s another thing I love about my job — creating really nice playgrounds and seeing kids having fun using them”

“For several years we are proudly working with Playpoint Singapore as our exclusive distributor in many Far East Countries, including Singapore and Malaysia. We love working with Playpoint because it’s a company made by real enterprising and creative people” – Enzo Lorenzi, International Business Development Manager, Metalco

1024-Jason_Sim_PLAYPOINT_v21-1_VN.jpg
Jason_Sim_PLAYPOINT_v21-2.jpg