The Campaign

Singapore: Inside Out, an international showcase featuring a collection of multi-sensory experiences designed by Singapore’s creative minds across diverse disciplines of architecture, arts, fashion, film, design, dining and music was born. The project sought to refresh perceptions and establish Singapore as a vibrant, creative city-state. Devoid of clichéd constructs focused on promoting tourist attractions, the campaign was markedly different from how destinations are traditionally marketed. Popping up in urban spaces across major cities known for their own creative scene – 751 D•Park in Beijing (April 2015), Brick Lane Yard in London (June 2015), Madison Square Park in New York (September 2015) – the project sought to educate audiences about Singapore as a cultural nation with a vibrant creative scene. The showcase then culminated at the end of the year back home in Singapore (November-December 2015).

Creative Execution

The travelling structure was designed as an intricate lattice of scaffolding – most commonly associated with a state of construction – symbolising Singapore’s unceasing strive for progress and its continual state of development. The porous exterior drew passers-by into an immersive environment – part exhibition, part live performance and part participatory – to rediscover Singapore from “inside out”. Singapore: Inside Out showcased 20 commissions across 9 disciplines with diversity programming to engage both the public, and creative industry professionals. Elements included: -The Actors’ Tour: walking theatre with actors guiding visitors around through a series of performance-encounters. -Kamar Kamillion: interactive installation which invited visitors to participate in art-making alongside artist Speak Cryptic who was in-residence each day. -Permission to Speak, Sir: dance performance T.H.E Dance Company, combining architecture, dance, music and fashion design. -1000 Crosses: edible art installation by dessert chef Janice Wong featuring hand-crafted chocolates inspired by Singaporean flavours.

Indication of how successful the outcome was in the market

Singapore: Inside Out raised awareness of Singapore’s vibrant creative scene: •67,000 visitors across four cities •Some 300 Singaporean creative talents showcased •More than 460 earned stories (over US$4m in advertising value) •80 exchanges catalysed by Singapore: Inside Out between Singapore talent and overseas counterparts, or high-profile brands •High-profile advocates: o Paola Antonelli, Senior Curator, MoMA o Jerry Saltz, senior art critic and columnist, New York magazine, and Pulitzer nominee o Sharon Ament, Director, Museum of London o Jeff Ng, designer, artist, DJ, writer and entrepreneur o Tan Boon Hui, Director, Asia Society Museum, New York o Becca McCharen, founder and designer, Chromat o Joan Young , Director of Curatorial Affairs, Guggenheim Museum, New York o Mee-Seen Loong , Vice Chairman, Chinese Art, Sotheby’s o David Harvey , Senior Vice-President of Exhibitions, American Museum of Natural History o Georges Armaos, Director, Gagosian Gallery o Guillaume Piens, Director, Art Paris

Singapore: Inside Out targeted international audiences and potential visitors to Singapore–those who have been to Singapore and believe that they have discovered all there is to know about the city state, and those who have not but might have pre-conceived notions; and the Singapore public. Our strategy was focused on creating a platform that was visible, relevant and credible for these audiences; humanising Singapore’s creative scene and connecting with audiences by celebrating and profiling the talents behind Singapore’s creative scene; and tapping opinion leaders and professionals from the creative industry as advocates and collaborators. Market insights revealed the disciplines each city’s target audience would respond to: -Beijing: Literature, Music -London: Music, Arts -New York City: Literature, Arts, Music Live events were then curated accordingly – from dialogue sessions, to music performances, poetry recitals, film screenings and crossover satellite events across each city – to simulate a creative take-over of Singapore.