MullenLowe Singapore use AR to transform void public housing decks into The People’s Gallery for the National Gallery Singapore
National Gallery Singapore aims to bring art closer to people’s hearts and everyday lives by turning void decks into a gateway to art. The People’s Gallery, which has rolled out island-wide, was devised and created by MullenLowe Singapore, and transforms more than 25 open spaces into galleries for the public to discover 50 artworks by Singapore and Southeast Asian artists, using QR codes and AR technology.
Void decks are an intrinsic part of everyday Singaporean life. More than 80% of Singaporeans live in public housing, passing through these spaces daily. Leveraging AR technology, the Gallery is able to scale its reach and transform more than 25 Housing Development Boards (HDB) void decks across eight heartland neighbourhoods ̶ 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 the three-month run, from 13 September to end-November.
Works shown in The People’s Gallery aim to offer the public fresh perspectives on modern Singapore and Southeast Asian art. The works of art pop up in AR, via an interactive microsite, when the public scan the QR codes on the pillars of designated void decks. The works are accompanied by written labels, with several pieces complemented by multi-lingual audio guides and Art in 90 seconds videos – personal stories about the artworks told by people of the Gallery. In the spirit of the Gallery’s 5th anniversary theme of bridging divides and finding common ground through art, the AR microsite experience is available in English, Chinese, Malay and Tamil.
Paul Soon CEO, MullenLowe Group Singapore, said: “It’s been an absolute pleasure for us to bring this to life. There is nothing more powerful than serving the wider community through art. We are heartened by the positive responses since launch from both the public and the town councils.”
Chong Siak Ching, Chief Executive Officer of National Gallery Singapore, says: “To be a progressive museum for the people, we 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.”
This exciting new outreach initiative is part of the Gallery’s continued push, as it marks its 5th anniversary, 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.
Click here for more information on The People’s Gallery.