Reimagining Singapore Art Museum: A Design Journey

Tay Yee Dang's Innovative Approach to Museum Branding

The inspiration for this project stemmed from Tay Yee Dang's childhood memories of connecting dots to reveal an image. This simple yet imaginative activity served as a metaphor for the design process, where individual elements come together to form a cohesive whole. The goal was to ignite the inner artist in every individual, fostering a sense of curiosity and interest in creative experimentation and art.

The unique aspect of this design lies in its interactivity. The audience is encouraged to interact with various brand materials, thereby discovering their creative potential. For instance, acrylic surfaces are provided on some brand products, such as calendars and tables, for audiences to illustrate and later erase their artwork. This interactive feature distinguishes the design from conventional branding methods.

The design was realized using cost-effective methods. The primary ink used for all printing, except for the catalogue, was black. The rest of the colours were achieved using coloured papers, significantly reducing the production cost for offset printing. The design project, which started in January 2016 and concluded in June 2016, was executed in Singapore.

The underlying research for this design was based on the observation that art galleries are often perceived as highbrow, with art and creativity seemingly reserved for artists and designers. The design aimed to challenge this perception and demonstrate that art is open and free for everyone to participate, enjoy, explore, and grow. The main challenge was to incorporate interactivity into the design while maintaining visual appeal and providing space for audiences to interact and contribute their own artworks.

The rebranding concept aimed to help people discover their inner artist by encouraging them to interact with various brand materials. This innovative approach to museum branding earned the project the Golden A' Graphics, Illustration and Visual Communication Design Award in 2017. This prestigious award is granted to outstanding creations that reflect the designer's prodigy and wisdom, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, Tay Yee Dang's rebranding of the Singapore Art Museum is a testament to the power of design in transforming perceptions and engaging audiences. By merging minimalistic design with interactive elements, the project invites everyone to participate, enjoy, explore, and grow in the realm of art.