Singapore Tourism Board (STB)’s has introduced the Here is SG sculpture, the newest representation of the Singapore’s Destination Brand – Passion Made Possible. The sculpture is a joint effort by local talents from contemporary art and design collective PHUNK, TBWA\Singapore, urban greening specialists Greenology and design-to- fabrication consultancy Superstructure.
As a young nation with few natural resources, Singapore has always depended on the tenacity and resourcefulness of its citizens – this was the root of TBWA\Singapore’s creative idea to use the deconstructed Trust Mark as a representative of people coming together from all walks of life, and forging a national identity amid diversity.
To meet STB’s objective of driving advocacy and awareness of the Passion Made Possible brand, TBWA\Singapore played a vital role in shaping the creative brief for greater meaning and purpose to the sculpture, so that it could be more than just a physical artwork.
After evaluation of potential artists, Alvin Tan from Phunk Studio was chosen as best suited to put new life and creative interpretation into the agency’s proposed concept. Keeping in mind the ambition for consumers to have more association with the SG Mark, the sculpture was conceptualized to be an anamorphic, and a representation of Singapore as a place where people from all walks of life can come together.
When viewed at one specific spot, parts of the sculpture come together in full to form the SG Mark, portraying how Singapore as whole is always going to be greater than the sum of its parts.
Situated in Singapore’s famous Marina Bay area, the 20m-long and 3.5m-high sculpture features the SG Mark and Singapore Tourism Board’s Passion Made Possible brand – which articulates the stories on Singapore, its endless possibilities, and the passions of Singaporeans. Coupled with the vision to encourage user-generated content by the public and inspire travellers to visit Singapore for their next holiday destination, the sculpture is also designed to be more than just a brand installation and a new photo-taking opportunity.