Bringing the museum to the people digitally.
Singapore is home to Southeast Asia's largest collection of modern art but there is no museum-going culture among Singaporeans. The outbreak of the COVID-19 pandemic exacerbated this, as people were even more unlikely to visit museums.
To bring the museum to the top of Singaporeans' minds, we moved the museum to a space people couldn't miss. 83% of Singaporeans stay in public housing that have empty communal spaces. By installing QR codes, we transformed 27 void decks into virtual galleries. With over 10,000 visitors at its opening and average time spent of 5min per user, the campaign was such a success that 20 new galleries were established at the request of various town councils.