Taiwanese fashion label iROO has announced a unique collaboration with local tabletop veterans PI Games to bring “Playtime by iROO” to life at the upcoming Singapore Retail Festival (SRF) 2026. Running from 17 to 19 July 2026 at the Ngee Ann City Civic Plaza, the experiential pop-up aims to encourage visitors to put down their smartphones, step away from their digital screens, and rediscover the joy of face-to-face interaction.

The collaborative event features a two-part activation designed to blend contemporary fashion with the tactile charm of traditional board games.

The Ultimate Digital Detox Challenge

At the heart of the festival booth is the “Pause & Reconnect Fun Challenge“. Developed alongside PI Games—Singapore’s oldest board game specialist shop, operating since 2002—the multi-round challenge calls on participants to become “Digital Detox Challengers”.

The tournament unfolds across three distinct game formats designed to test focus, quick thinking, and strategy without a single battery in sight:

  • Mission 1: Chef Challenge – Running early from 13 to 19 July at the main iROO boutique inside Ngee Ann City (#B2-36), players must race against time to assemble the perfect virtual yakitori skewer matching their given cards. Completing this open stage unlocks a “Playtime Mission Pass”.
  • Mission 2: Catch My Fish Challenge – Taking place at the festival grounds from 17 to 19 July, this fast-paced ice strategy game challenges trios of players to outmanoeuvre each other to gather the highest catch
  • Mission 3: Scientist Challenge – A high-pressure dexterity race requiring players to mix mock chemical compounds in the correct order before their opponents finish.

The stakes extend beyond mere bragging rights. The highest scorers across the weekend will climb the live scoreboard hosted at the iROO boutique. The top-performing Digital Detox Champion will secure iROO vouchers valued at $538. Runner-up vouchers alongside curated regional game sets—including Codenames: Singapore Edition and Catch Sketch—are also up for grabs for top participants. The final winners will be declared live at the boutique on 19 July at 8:30 pm.

Fashion Meets the Playhouse

For those looking to express themselves visually, the activation also features the “iROO Doll-Up Playhouse Photo Experience”. Visitors can experiment with pieces from iROO’s current runway-inspired styles. Professional photographers will be on hand to capture high-fashion poses, providing participants with a complimentary 4′′×6′′ physical printout to take home.

The fashion label is also taking the excitement online with an Instagram campaign. Attendees who upload their playhouse portraits tagging @iroosg with the hashtags #iROOPlaytime and #iROODollUp by 31 August 2026 stand a chance to win one of three S$100 vouchers, based on community likes.

Reconnecting the Community

The crossover reflects a shared philosophy between the two distinct brands: the necessity of slowing down in a fast-paced urban environment.

“At iROO, we believe that life is best lived with joy, presence and a little bit of play,” said Emily Huang, Chief Operating Officer at iROO. “Playtime by iROO is our way of creating a space where people can step away from the screen, connect with each other, and experience the iROO world in the most fun and memorable way possible.”

KianWee Ong, Manager of PI Games, mirrored the sentiment: “In our busy modern lives, we are all rushing. PI Games believes we all need to slow down, to live in the moment, and reconnect with friends and family at leisure time… Our games facilitate and enable friends and family to rediscover their human connection.”

Event Details

Participation in the “Playtime by iROO” activities is entirely free to the public.

  • Dates: 17 to 19 July 2026 (Pre-event Mission 1 starts 13 July at the B2 store).
  • Timings: 12:00 pm to 8:00 pm daily.
  • Location: Singapore Retail Festival 2026, Ngee Ann City, Civic Plaza (Booths 25 & 26), and iROO Boutique (#B2-36 Ngee Ann City).

Festival visitors can also stop by the joint pavilion to collect a stamp on their official SRF Digital Stamp Card for additional chances to win festival-wide rewards.