'Here is SG' represents Singapore's tourism strategy and it has increased brand preference for the Passion Made Possible (PMP) Brand.
Located at the Marina Bay Waterfront Promenade, ‘Here is SG’ is a physical installation that illustrates Singapore's vision to become a sustainable urban destination.
‘Here is SG’ is an amazing recently installed sculpture in Singapore, that stands for so much more than it. In fact, it represents Singapore’s commitment to a more sustainable future.
In this case study, we explore the story behind this landmark, how it represents Singapore's tourism strategy and how it has increased brand preference for the Passion Made Possible (PMP) Brand.
Located at the Marina Bay Waterfront Promenade, ‘Here is SG’ is a physical installation (20m long and 3.5m tall) that illustrates Singapore's vision to become a sustainable urban destination.
It serves as a space for the community to engage - either as a playground or a lounge.
It was built by a joint effort by local talents and companies. Contemporary artists, urban greening specialists and a design-to-fabrication consultancy firm worked together to help move the project forward.
It is remarkable to see how artists from different areas worked efficiently together for the same purpose. Each one made their own contribution and the final result speaks for itself. It shows Singaporean's passions in a unique and creative way.
From another perspective, this project is also following industry trends as it contributes to the rise of user-generated content. This has become a great spot for residents and visitors to take pictures as it is becoming a symbol of the country.
It is really exciting to see how every single element of the sculpture was designed to reflect STB’s main goals, from the materials to the lights, plants and energy.
First, the sculpture’s wooden facade is made from 100% reconstituted timber, and harvested from all parts of the tree to minimise wastage, a method certified by the Singapore Green Building Council. This is a great example of resource management that is doable, as long as one brings the right people on board.
Second, there’s a solar panel system incorporated that generates enough power to cover its energy needs - more than two thousand energy-efficient LED lights. This turns ‘Here is SG’ into a fully self-sufficient infrastructure.
Last, native Pilea plants were included to absorb carbon, to help reduce the sculpture’s surface temperature in hot weather conditions and, at the same time, complement its green design. Moreover, the plants are irrigated by a smart system that saves water and energy.
This is a great example of collaborative work that brings skilful people together. In this type of project, is it often difficult to manage a group of artists and companies but STB was able to do it in a successful way - by bringing out the best of each one of them.
In August 2022, STB has started partnerships with local opinion leaders and content creators to spread the word about this new installation. They have garnered over 10 million views and 1,6 million engagements, across markets like Indonesia, Malaysia, the US, India, and Australia, by the end of November 2022.