The Secret Little Agency creates Singapore’s Zero Parlour for Climate Week NYC

Singapore is bringing its most delicious idea yet with The Zero Parlour, an ice cream parlour that attempts to leave no trace whilst serving up innovative ideas and a space for connection at Climate Week NYC from 21 to 23 September 2026 at Madison Square Park.

This is part of Brand Singapore’s newly launched “When You’re Ready” campaign by Singapore’s Ministry of Trade and Industry and the first physical expression of the global creative campaign. The parlour is built for meaningful conversations on climate challenges, bringing people together through design, food and dialogue, in a live demonstration of how Singapore is ready to tackle the world’s stickiest problems, deliciously.

As the world gathers in New York City for Climate Week NYC, independent creative agency The Secret Little Agency and Singapore created a safe space for delicious problem solving with The Zero Parlour. Designed in collaboration with installation artist Sebastian Kite and Morgenstern’s Finest Ice Cream, the parlour features an exclusive Singapore-inspired flavour, Rojak (Pineapple custard with fermented shrimp paste) alongside some of Morgenstern’s most popular signature flavours. To redeem a scoop of ice cream, visitors first pick a coloured spoon based on the climate challenge they’re most passionate or curious about. Their choice of spoon will encourage them to start a conversation with others who picked the same topic, while sitting on one of the parlour’s modular benches.

The Zero Parlour is designed to minimize waste and maximize connections. The circular structure, designed by Kite, is built predominantly with cork, a renewable material harvested by peeling the bark from cork oak trees. Other locally sourced materials like wood are used to complement the space. The ice cream will be served in edible cups and with edible spoons.

As a country shaped by constraints, Singapore has long understood the need for sustainable growth. Coming together with the best and brightest is how the nation-state has – and will continue to – overcome these trade-offs and create tantalizing new breakthroughs. The Zero Parlour turns these instincts into an experience that is shared with the world.

“The Zero Parlour is what ‘When You’re Ready’ looks like when you can taste it. A space that brings people from all over the world together and turns a hard conversation about climate into one people actually want to have,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers at The Secret Little Agency.

The Zero Parlour is the first physical expression of the latest evolution of Singapore’s nation brand, “When You’re Ready”. The brand platform refresh was developed in partnership with global brand practice Anak, alongside a year-long global campaign by The Secret Little Agency.

The brand refresh and campaign evolve the way Singapore shows up to the world: from a welcoming hub to the blueprint for global businesses. “When You’re Ready” flips the script and onus back to the C-Suite, issuing a challenge of ambition and readiness. The campaign is designed with every touchpoint intentionally curated to demonstrate what Singapore stands for.