Wunderground is an immersive three-year festival aimed at fostering the growth of innovative ideas and facilitating cross-industry, cross-sector, and cross-precinct collaborations among Retail & F&B industry players. As a dynamic platform, Wunderground will serve to showcase and catalyse the development of innovative products to bolster the brand equity and awareness of Singaporean brands as well as encourage fresh retail experiences, enticing new customer segments through collaborative brand initiatives. 

Touching both urban and heartland target audiences, Wunderground aims to propel homegrown collaborations into international markets. It also aims to attract a new wave of local talent to the Retail & F&B sectors, supporting the emergence of experiential business models and playing a vital role in rejuvenating Singapore's retail ecosystem and deliver on the Singapore Retail Industry Vision 2025 of “Inspiring Retail Experiences”.