Solving for Fun: Into E Projects Powers Rubik’s Cube Race Across 25 Malls with HDB
When speed meets smarts and family-friendly fun — this is how we turned a puzzle into a five-weekend crowd magnet.
Back for a second year running, Rubik’s Race returned to HDB Malls — bigger, faster, and even more engaging. Over five weekends, 25 malls across Singapore became battlegrounds for cube solvers of all ages, with Into E Projects once again at the helm as the main event organiser.
From qualifying rounds spread across multiple malls simultaneously, to a high-energy finals at Kampung Admiralty, the race brought together more than 100 participants — some as young as 6 — to twist, turn, and race their way to the top. And just like last year, the response was overwhelming, thanks in part to one key decision: keeping it completely free to enter.
The Race That Captivated a Community
This wasn’t just a speedcubing contest — it was a full-blown engagement campaign. The goal? Not just to crown the fastest hands, but to bring families together and activate community interest through puzzles, play, and participation.
With four categories — Leisure Under 15, Leisure Above 15, Advanced Under 15, and Advanced Above 15 — the event welcomed over 100 contestants, and it wasn’t just about who could solve the cube fastest. It was about celebrating effort, curiosity, and that satisfying click when a cube falls into place.
What We Delivered as the Main Event Organizer
Into E Projects managed the entire campaign from end to end, including:
Planning and coordinating all 25 mall activations
Designing and executing multiple simultaneous qualifiers each weekend
Venue layout, logistics, manpower, and emcees
Finals setup at Kampung Admiralty, transforming the space into a high-energy competition zone
Digital onboarding efforts to promote the HDB Malls app, ShopperLink
Fringe activity ideation and management to keep families and walk-in visitors engaged
As a leading event management company in Singapore, this project allowed us to combine logistical scale with community-first creativity — an approach we take just as seriously for corporate Dinner & Dance events, family days, and brand activations.
Fringe Activities That Kept the Crowd Buzzing
While cube racers competed, families and shoppers were kept entertained with a variety of interactive fringe activities designed to bring the fun full-circle:
Fast Hands – A test of reaction time
Cube Recall – A memory challenge with cube patterns
Gacha Cube – A spin-and-win station with cube-themed prizes
Giant Tower Tumble – Oversized stacking game for all ages
Shock Zone Maze – A buzzer-triggering precision maze
Maze Runner – A hands-on tilt maze for both kids and adults
These experiential marketing touchpoints added texture to the event, turning each mall into a mini playground of logic, laughter, and learning.
A Grand Finale at Kampung Admiralty
The final event saw top qualifiers converge at Kampung Admiralty, where the atrium was transformed into a lively competition zone — complete with emcees, cheering families, and jaw-dropping solves under 10 seconds.
The atmosphere was electric. Parents beamed with pride. Spectators gasped. And the crowd kept growing throughout the day, drawn in by the energy and the sight of tiny hands spinning cubes faster than most adults could blink.
Why It Matters
Events like Rubik’s Race show how the right mix of engagement, accessibility, and experience design can turn a simple idea into something unforgettable. Whether it’s a competitive cube race, a company-wide Dinner & Dance, or a multi-location Family Day — the magic lies in the details, and in making sure everyone feels included.
As an event company in Singapore that thrives on both creativity and logistics, Into E Projects is proud to once again have delivered an event that clicked with families, contestants, and mallgoers alike.
Planning a Community Activation or Corporate Event?
Let’s build something memorable together — no matter how fast the timeline or complex the brief.
🔗 www.intoe.com.sg | Into E Projects – Experience Is Everything