National Gallery SG uses AR to transform void decks into a gateway for art

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

National Gallery Singapore is transforming void decks into a gateway to art, in an attempt to bring art closer to people’s hearts and everyday lives. Done in collaboration with MullenLowe Group Singapore, the campaign is titled "The People's Gallery" and transforms over 25 Housing Development Boards (HDB) void decks into galleries for the public to discover 50 artworks by Singapore and Southeast Asian artists. Rolled out islandwide, the art pieces are displayed using QR codes and AR technology.

As over 80% of Singaporeans live in public housing, National Gallery said leveraging AR technology enabled it to scale its reach and transform the void decks in Bishan, Toa Payoh, Jurong West, Marine Parade, Serangoon, Pasir Ris, Punggol, and Yishun into AR art galleries. Each void deck features up to 10 QR codes, which will be refreshed with different artworks four times over a three-month period, until end-November this year.

nationalgalleryart

The campaign comes as the gallery marks its fifth anniversary, and looks to extend the positive impact of art to an even broader range of audiences through approachable and personal experiences with art beyond the walls of the museum. The theme of this year's anniversary is bridging divides and finding common ground through art.

The works shown in The People’s Gallery aim to offer fresh perspectives on modern Singapore and Southeast Asian art to the public. The works of art pop up in AR, via an interactive microsite when the public scans the QR codes on the pillars of designated void decks. The works are accompanied by written labels, and several art pieces come with English, Chinese, Malay and Tamil audio guides, and Art in 90 seconds videos – personal stories about the artworks told by people of the gallery. MARKETING-INTERACTIVE has reached out for additional information.

Chong Siak Ching, CEO of National Gallery Singapore, said that to be a progressive museum for the people, it must continue to create inclusive art experiences to foster a culture of art appreciation among the public. "Leveraging technology has allowed us to ‘hang art on walls’ without concerns about climate control and security. We hope that this outreach will allow us to connect more widely with our local communities as we bring art to where they are, to every corner of Singapore,” she added.

In September last year, National Gallery Singapore appointed MullenLowe as its digital agency after a pitch. The agency is helping the gallery to develop a comprehensive digital ecosystem, optimising the gallery’s digital solutions to provide a more personalised visitor experience en-masse. It is also providing retained support on media buying, content creation, and data analysis.

The gallery also appointed Ogilvy as its communications agency in August last year. The agency is tasked to drive PR and strategic communications efforts for the visual arts institution in Singapore and Southeast Asia. The incumbent on the account is Tate Anzur. Drawing on its communications expertise and knowledge of the arts and culture sector, Ogilvy will present the gallery as Singapore’s "top cultural attraction" and build the gallery’s global reputation as "a leading art and research institution”.

Join our Digital Marketing Asia conference happening from 9 November 2021 - 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here.