We designed and built lifeatsnow.com for a 24/7 creative venue in The Adelphi at City Hall, a place that is a dance studio, a music room with a Yamaha grand, a private cinema and an events venue depending on the day of the week. Rather than force all of that into one navigation bar, the site reads as twelve numbered chapters, each with its own video, its own audience and its own way to book, in English, Mandarin and Korean.
Life at Snow · 10 weeks · July 2026
Project Details
Life at Snow is hard to describe in a nav bar. It teaches K-pop and heels, hosts candlelight proposals, rents a grand piano suite by the hour, runs Nintendo nights, collaborates with Vogue, NUS and NTU, sells dance shoes, and gives members 24/7 access to the whole venue. Most studio websites pick one of those and bury the rest. The brief was to let a nervous beginner, a returning member and an overseas dance crew each find their own way in, without any of them feeling like they had landed on somebody else’s website.
A beginner booking a trial class. A couple planning a proposal. A producer who needs a room to film in. A university club planning an exchange trip. A member rebooking off-peak rehearsal. Someone applying to teach. Same venue, almost no overlap in what any of them need to see first.
Access is by appointment and the best of it, the community nights and private socials, is invitation-based. The site had to carry that exclusivity without reading as closed, because the classes it sells depend on complete beginners feeling welcome enough to book a trial.
A real share of the audience arrives from China and Korea, often for competitions, exchange programmes or company trips. Translating a marketing paragraph would not have been enough. Navigation, section copy and the booking routes all had to work in Mandarin and Korean.
Studio 01 party room, Studio 02 grand piano suite, Studio 03 full venue, private cinema, Nintendo lounge, birthday venue, recital hall, choir room, corporate space, candlelight, picnic, and a catch-all for anything else. Different capacities, different pricing, different questions. One generic contact form would have lost most of them.
We structured the site as an edition rather than a menu. Twelve numbered chapters in three acts, each with its own hero video, its own audience and its own way to book.
The homepage opens as a full-screen video carousel of nine chapters, each labelled and numbered, from 01 Spaces and 02 Programs through to 09 Contact. The drawer menu is laid out as a table of contents in three acts, Discover, In Motion and Take Part, with direct lines and the Adelphi address at the foot of it. Fraunces on the headings gives the whole thing the weight of a printed edition rather than a studio brochure.
Six intent cards, Learn & Perform, Private 1-on-1, Collab & Create, Celebrate Moments, Book Your Space and Join Our Team, split the audience within one screen of the fold. Each opens into who it suits, what you can actually do, and one clear next step, so nobody has to read three sections written for somebody else before finding theirs.
Grouped the spaces as Rent a Studio, Family Celebrations, Host an Event and Signature Themed Events, with every one opening straight onto its own booking form. Returning bookers skip to the room they already know. First-timers get the twelve-space overview and a "share your vision" route for anything the list does not cover.
Ten nearby landmarks with walking times from City Hall Exit B, from Funan two minutes away through the National Gallery, CHIJMES, Victoria Theatre and Raffles, out to SOTA and Clarke Quay. It reads as hospitality and works as reassurance, aimed at the visiting crews and overseas groups deciding whether the venue is somewhere they can get to.
English, Mandarin and Korean switching across the whole site, not just the homepage, and a nine-product shop selling Snow boots and pumps in seven colourways with pickup at City Hall. Two WhatsApp lines sit on every section, because a venue that runs on appointments converts in chat, not in a contact form.
These are the real pages, captured from the live site rather than mocked up. Scroll inside either frame to move through the whole thing, and switch between how it looks on a desktop and on a phone.
5 phases from kickoff to launch.
Mapped the six visitor types against everything the venue does, and worked out the twelve-chapter structure that lets them coexist on one site.
Developed the editorial system: Fraunces headings, cream and charcoal palette, the numbered chapter treatment, and the full-bleed video hero pattern.
Wrote the copy for all twelve chapters and the twelve space pages, then took navigation, section copy and booking flows through Mandarin and Korean.
Built the 45 pages on Astro, including the video hero carousel, the chapter navigation, the twelve booking forms, the shop, the gallery and the language switching.
Tested video performance on mobile, checked every booking route end to end in all three languages, and deployed to Vercel.
Tell me what your site is doing now and what you want it to do. I will tell you honestly whether it needs a rebuild, a restructure, or nothing at all.
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