ICON Ball 2025: How luxury brands turned one night into premium visibility (and lasting brand recall)
Amid an unforgettable celebration of ICON Singapore’s 20th anniversary, ICON Ball 2025 proved why it remains one of Singapore’s most coveted high-society evenings for brands: it’s not just about being seen — it’s about being remembered, talked about, photographed, shared, and associated with taste.
Held at Shangri-La Singapore on 30 April with the theme A New Era Reimagined, the gala welcomed close to 300 distinguished guests, spanning corporate and social elites, tastemakers, high-net-worth individuals, and celebrities. The guest list included names such as Chung May Khuen (Director, National Museum of Singapore), Trina Liang-Lin (MD, Sidra Capital), and Susan Peh (CEO, Adsan Law and Vice-Chair, Singapore Jazz Association), with familiar faces like Kim Lim, Fiona Xie, and Willabelle Ong fuelling organic social visibility — and the highly anticipated 20 Best Dressed segment stepped up the evening’s celebrations.
So what’s in it for brands?
At ICON Ball, the win isn’t “logo exposure”. The win is association — your brand showing up in an environment where luxury is expected, and taste is the baseline. It’s a chance to create the kind of touchpoints that people photograph, talk about, and remember — without having to force it.
And in 2025, the strongest partners didn’t just appear at the event. They built a story around it: before, during, and after.
The brand moments guests actually noticed
ION Orchard: built anticipation before the Ball even began
Instead of waiting for gala night, ION Orchard started the conversation early with a two-week exhibition, Iconic Couture – The Art of Timeless Elegance (8–20 April). The exclusive celebration of ICON’s legacy showcased the magazine’s two decades of cultural influence, visual storytelling, and fashion through past covers, a series of black and white portraits shot by renowned photographer Mark Law, and some haute couture gowns worn to past ICON Balls.
The exhibition, which saw close to 2,600 visitors throughout its 2-week run from 8 - 20 April, culminated at the Ball with a display of the photowall, amplifying its engagement before and during the event.
BMW Singapore: the kind of entrance people remember
BMW Singapore understood something simple: first impressions matter. From chauffeured rides for selected guests to a sleek on-site showcase, BMW made “arrival” part of the brand experience.
The German carmaker’s all-electric flagship model, the BMW i7 xDrive60 Pure Excellence, was displayed at the event reception. It provided a tasteful backdrop for the glambot photo booth, which doubled up as a tasteful lead-generation tool for the automaker.
Clé de Peau Beauté: extended the experience beyond the ballroom
A lot of brands do a photowall and call it a day. Clé de Peau Beauté went further. They created a beautiful on-site presence — then made sure guests left with something that continued the story at home. The result: not just an on-night moment, but continued brand recall after the event.
Diamond2: captivates with show-stopping jewels on display and worn on stage
Luxury met artistry as Official Jewellery brand Diamond2 created sparkling moments with extraordinary pieces, including the Chromatic Odyssey, a 116.12 carat diamond with a commanding 43.01 carat emerald centrepiece and the 10.71-carat Emerald Passage, offering photo opportunities with a high visual impact.
ICON’s editor-in-chief Sylvester Ng and event host Andrew Zhan from UFM100.3 were adorned with diamond accessories by Diamond2. Sylvester dazzled the crowd with his glittering diamond bracelet and necklace while Andrew sported an elegant diamond-encrusted brooch.
Air 7 Asia: opened the night with a “wow”
Air 7 Asia partnered with ICON on an opening video featuring a private jet journey — setting a tone of jet-set luxury right from the start. It didn’t interrupt the evening; it framed it.
Fen Jiu: made the brand part of the celebration
As Official Spirit, Fen Jiu did what good spirits partners do best: they made themselves part of the ritual. Signature cocktails before the event, premium pours during dinner, and consistent bottle presence throughout — reinforcing the brand in a way that felt natural, premium, and continuous.
Fiore Dorato: elevated the entire room (and every photo in it)
Florals aren’t just décor — they’re atmosphere. Fiore Dorato shaped the look of the night through table centrepieces, and also created moments tied to ICON’s 20 Best Dressed segment. When your work is literally in every table shot, every stage moment, and every “fit check” photo — that’s visibility with elegance.
Roger Vivier: combined retail intimacy with gala impact
Roger Vivier built a full journey: a pre-ball in-store activation that brought the relationship closer, followed by a strong on-night brand showcase (including a 30-second commercial screening). It wasn’t just “presence” — it was a planned sequence.
Why is 2026 worth it?
ICON Ball works because it’s one of the few nights where premium brands don’t need to force attention — the room is already tuned for it. For 2026, it’s your chance to show up with a presence that feels natural, elevated, and memorable: the kind of experience guests want to photograph, talk about, and associate with “good taste” long after the event — while giving you a clear platform to deliver brand objectives too, from premium visibility and content moments to high-quality conversations with an audience that matters.
Contact us to find out more about the 2026 edition.
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