Case Study
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No_More_Free_Space_?
Client ︎︎︎ Singapore Pavillion @ The Venice Biennale
Client ︎︎︎ Singapore Pavillion @ The Venice Biennale
Roles
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Art Direction, Design
Agency ︎︎︎ WORK Pte Ltd
Agency ︎︎︎ WORK Pte Ltd
Visual Identity
Campaign
Exhibition
Brief
Is there truly no more free space in Singapore? That is the question the Singapore Pavilion from the 16th International Architecture Exhibition, La Biennale di Venezia asks. A response to the overarching theme of Freespace, set by the Biennale curators Yvonne Farrell and Shelly McNamara.
Solution
No More Free Space? the exhibit tells the story of how, in spite of the limitations in physical space, Singapore-based architects, urban planners, and place-makers have creatively found ways to bring delightful free spaces to the city's everyday life. As a result, the key visual was carefully crafted with typography that expresses the tension of working with limited space, while maintaining the overall visual balance. The lock-up was a take of the architecture landscape in Singapore, with the fluorescent green as a representation of the greenery in Singapore. The visual identity are applied through a range of media from digital to print.
Result
The Exhibition, which lasted over 6 months, closes with over 275,000 visitors, on top of the 14,434 attendants of the pre-opening. These figures mark an increase of 6% when compared to the 260,000 visitors of 2016. High number of visitors under 26 years of age were 50% of the total. Visitors that attended as part of a group amounted to 27% of the total number of visitors.
