The National Gallery Singapore transforms the Bridges of the Void into a gateway to art, with the aim of bringing art closer to the hearts and everyday lives of people. Produced in collaboration with MullenLowe Group Singapore, the campaign is called “The People’s Gallery” and transforms more than 25 empty Housing Development Boards (HDB) bridges into galleries allowing the public to discover 50 works of art by artists from Singapore and from Southeast Asia. Displayed throughout the island, the artwork is displayed using QR codes and AR technology.
As more than 80% of Singaporeans live in social housing, the National Gallery said harnessing AR technology has allowed it to expand its reach and transform empty bridges in Bishan, Toa Payoh, Jurong West, Marine Parade, Serangoon, Pasir Ris, Punggol and Yishun in Art Galleries in AR. Each empty deck has up to 10 QR codes, which will be refreshed with different artwork four times over a three-month period, until the end of November this year.
The campaign comes as the gallery celebrates its fifth anniversary and seeks to extend the positive impact of art to an even wider audience through accessible and personal experiences with art beyond the walls of the museum. The theme of this year’s anniversary is bridging the gaps and finding common ground through art.
The works presented in the People’s Gallery aim to provide the public with new perspectives on modern art from Singapore and Southeast Asia. Artworks appear in augmented reality, via an interactive microsite when the public scans QR codes on the pillars of designated empty bridges. The works come with written labels and several works of art come with audio guides in English, Chinese, Malay and Tamil, and Art in 90 seconds videos – personal stories about the works told by the people in the gallery. INTERACTIVE-MARKETING requested additional information.
Chong Siak Ching, CEO of National Gallery Singapore, said that for To be a progressive museum for the people, it must continue to create inclusive artistic experiences to foster a culture of appreciation of art among the public. “The use of technology has allowed us to ‘hang art on the walls’ without worrying about climate control and security. We hope this awareness will allow us to connect more broadly with our local communities as we bring art to where they are, to every corner of Singapore, ”she added.
In September last year, the National Gallery Singapore appointed MullenLowe as their digital agency after a pitch. The agency helps the gallery develop a complete digital ecosystem, optimizing the gallery’s digital solutions to deliver a more personalized visitor experience en masse. It also provides ongoing support for media buying, content creation and data analysis.
The gallery also appointed Ogilvy as its communications agency in August of last year. The agency is responsible for leading public relations and strategic communications efforts for the visual arts institution in Singapore and Southeast Asia. The account holder is Tate Anzur. Drawing on his communications expertise and knowledge of the arts and culture sector, Ogilvy will market the gallery as Singapore’s “best cultural attraction” and build the gallery’s global reputation as “an art institution. and leading research ”.
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