grand hyatt client appreciation
customised Show
Exclusive feature for designer scarves for Grand Hyatt group and Italian-themed client appreciation dinner.
When Grand Hyatt Singapore approached Jerryl Tan for their annual client appreciation dinner, the brief was more than simply providing entertainment.
The event was designed to be a memorable experience for Grand Hyatt’s valued clients and featured an elegant Italian theme held at Pete’s Place, the hotel’s renowned Italian restaurant.
For this corporate event, Jerryl was tasked with creating a bespoke magic routine specifically around the event’s custom-designed gifts.
Turning a Custom Gift Into a Magic Experience.
As part of the evening, guests received blind boxes containing custom-made Twilly scarves, each featuring sophisticated and distinctive designs.
Rather than treating the scarves simply as gifts, Jerryl developed a customised magic routine that incorporated the scarves directly into the performance.
The objective was to showcase the intricate designs while creating a moment of surprise and interaction for the guests.
This required developing the routine around the specific physical characteristics, visual elements and presentation of the scarves, rather than adapting an existing magic trick.
Customised Product Launch
To craft an eye catching piece of magic which would embody the Italian theme and also have the beautiful scarves as center piece of the event.
Jerryl opened the performance with a large-scale audience participation effect designed specifically to complement the Italian setting. Guests were invited to think of a specific Italian dish, and, in an unexpected visual moment, the chosen dish appeared inside an otherwise empty frying pan.
The performance then shifted its focus to the event’s custom-made Twilly scarves.
Taking inspiration from the scarves’ striking colours and sophisticated designs, Jerryl developed two separate bespoke routines. One designed specifically for the stage and another adapted for the roving close-up segment.
For the stage performance, two distinctly different scarves were selected. In a visual and seemingly impossible sequence, Jerryl caused the two scarves to merge into a single, completely new object.
The resulting impossible object was then presented to one of the VIP guests as a keepsake from the evening, transforming a beautifully designed corporate gift into a memorable piece of magic that guests could take home.
The design had to be something that sticks in their mind, brand retention is key.
Jerryl had the idea to burn the image of the scarves in the spectators’ minds so if they were to ever see this scarves they would think of Grand Hyatt. So he crafted an interactive effect where he designed cards with the scarves printed on them.
Spectators were to decide which of the 5 scarves they would wear on certain occasions. And through a series of questions and decisions made, Jerryl was able to tell them the exact designs they were thinking of for each occasion.
In this case, the scarves became an integral part of the magic. Their colours, patterns and designs provided visual cues that could be incorporated into the routine, allowing the performance to feel naturally connected to the event rather than appearing as a standalone magic act.
active participation
Audiences were able to participate actively and each design had a meaning and purpose to drive the idea across. It was also deliberate that it was not a one to one performance as other audience members could chime in to make the independent decisions. Designs were also labelled with Grand Hyatt to leave a stronger impression of the event.
This is the approach Jerryl takes when creating customised magic for corporate events: understanding the client’s objectives, identifying meaningful elements within the event and then designing the magic around them.
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Who Jerryl Tan Works With
The brands and rooms that book Jerryl tend to share a profile, and the work falls into four broad categories.
luxury and lifestyle
This covers brands from automotive, watchmaking, spirits, and high-end hospitality.
The audience at these events has typically already seen the inside of a flagship store, owns the watch you'd like to write about, and gets invited to a different brand launch every other week. It is absolutely paramount to curate a never before seen magic production that will challenge their perception of ordinary.
premium corporate
These brands spans global banking, technology, professional services, and listed companies running gala dinners and high-stakes client appreciation evenings. The act customised for the evening has to speak to them at the same level of sophistication.
PR, MEDIA & BRAND ACTIVATIONS AT WORK
These customised magic projects are especially effective for magazines, agencies, and luxury brand PR teams producing influencer-led product launches and editorial dinners. The show has to be designed specifically to cater to social media as one of the main objectives is also to capture the attention of viewers at home scrolling on their mobile phones.
Diplomatic, exclusive and ultra high value private work
This covers bespoke commissions for trade offices, embassies, and private clients hosting VIP guests of honour at occasions where protocol matters as much as entertainment.
Frequently Asked Questions
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A brand activation magician designs custom magic routines that integrate a brand's name, product, message, or visual identity into the performance — so the brand reveal is the magic moment, rather than a sponsored mention bolted onto a generic act. In Singapore, brand activation magic is most often used at product launches, PR dinners, and luxury brand events where the goal is to give influencers and media a moment worth posting.
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For a fully bespoke effect like the Denza B5 letter-reveal routine, allow 3–6 weeks of lead time. The first week is briefing and concept development. Weeks 2–4 are prop fabrication and routine rehearsal. The final week is on-site rehearsal and tech check with the venue and AV team. Smaller customised pieces (e.g. company logo in a close-up routine) can be turned around in 1–2 weeks.
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Past customised work has been delivered for luxury automotive (Rolls Royce), aviation (Singapore Airlines), spirits (Rémy Cointreau), technology (TikTok, Google, Huawei, Meta, Stripe), finance (DBS, UOB, BNP Paribas), and now luxury EV (Denza × ICON Magazine).
The common thread is brands that want a piece of branded entertainment their audience will film, not just watch.
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Yes — in fact this is where bespoke mentalism and pickpocketing routines hit hardest. Influencer audiences are already at a baseline-saturation level for traditional branded content.
A magic moment in which they personally make a choice that lands on the brand name is shareable, postable, and reshareable in a way that no step-and-repeat photo is.
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Investment for fully customised brand activation routines starts from approximately SGD 4,500–8,000+ depending on routine complexity, lead time, number of bespoke props, and whether the show includes stand-alone close-up, stage, or a combination. Pricing is quoted per project — get in touch with the event date, audience size, and desired outcome and I'll come back with a tailored proposal.
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For Q4 D&D and product-launch season (Oct–Feb in Singapore), 8–12 weeks. For bespoke brand activations requiring custom prop fabrication, ideally 6 weeks minimum. Last-minute is sometimes possible — ask.
