ENVISIONING WORKSHOP

National Museum of Singapore

The National Museum of Singapore, is an iconic institution, and with the opening of new galleries and fresh impetus to attract a wider cross-section of Singaporeans and visitors, there was a need to collectively envision a new future.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • INDUSTRY
  • PUBLIC SECTOR
  • LIFESTYLE

CHALLENGE

Changing people's perceptions of what a museum has to offer – particularly, if you're looking to debunk the myth that museums are just about the past and have no relevance for the future - is a mammoth task. 

SOLUTION

How we build a collective vision that would spur the stakeholders to move forward in concert was addressed through a one day Envisioning Workshop. A comprehensive brand audit and consumer engagement study formed the bedrock around which the workshop was designed, so that it was based on real consumer insight, and feedback. 

More importantly, the workshop involved multiple stakeholder groups involved with the National Museum - from board directors, to senior management, to representatives of the National Heritage Board - to ensure that the new vision can and will be made a reality.

IMPACT

The National Museum of Singapore is pushing the boundaries of what it can and will do.

"So our plan, now that our galleries are open after the revamp, is to collaborate with partners to bring new audiences. What is a national museum if Singaporeans themselves don't come?

MS ANGELITA TEO, CEO