Singapore Tourism Board, St+art India Foundation Launch the SingapoReimagine Campaign

Marketing | March 21, 2022 | News

Singapore Tourism Board St+art India Foundation SingapoReimagine Campaign

Singapore is gearing up to welcome visitors from India with its SingapoReimagine campaign to get visitors to reignite their passion for travel through fresh and innovative experiences in Singapore. This follows the recent announcement of quarantine-free, two-way Vaccinated Travel Lane (VTL) between Singapore and all Indian cities for fully vaccinated travellers from 16 March 2022.

To drive visitation and inspire travel for Singapore, the Singapore Tourism Board (STB) has partnered St+art India Foundation (St+art) to create a large-scale outdoor, art installation titled “Dreams from the Futures”, a cross-culture artistic collaboration between Singapore-based artist Ms Tina Fung and Indian artist Ms Osheen Siva.

Inspired by the concept of Utopia, Dreams from the Futures/ Ethirkaalak kanavugal features the amalgamation of traditional Tamilian and Singaporean elements – such as Peranakan motifs and classic mudras – juxtaposed with futuristic elements like cosmic portraits to showcase inclusivity, coexistence, and a connection between past and future.

This multi-layered installation invites Chennai audiences to imagine new and expansive futures, in line with the theme of SingapoReimagine as visitors can look forward to new, unexpected and innovative experiences in Singapore, alongside enhanced hygiene and safety measures. The installation will be on display for three (3) weeks at Phoenix Market City, Chennai. The latest installation continues the series of cross-cultural artworks that STB and St+art have jointly unveiled at iconic locations like Sassoon Docks, Mumbai, Lodhi Colony, Delhi and Little India, Singapore, all brought to life by the spirit of the vibrant island destination’s brand, Passion Made Possible.

By weaving familiar elements from both cultures with futuristic imagery, the installation aims to reimagine the known and transport us through a journey of possible dreams. The diverse face silhouettes serve as a gateway into the work. As audiences walk through them, they are met by fellow visitors to share a sociable and explorative space. From the entrance onwards, the visitors are encouraged to consider the human connections we make as we cross roads with new cultures and people.

Speaking about the artistic collaboration, GB Srithar, Regional Director- India, Middle East & South Asia (IMESA), STB, said, “As Singapore reopens its borders cautiously and gradually for international travel, the country is ready to welcome back Indian travellers with renewed experiences and seamless safety standards. Together with St+art India Foundation, our ‘SingapoReimagine’ activation in the beautiful city of Chennai celebrates the Tamilian history and cultural connection between both the countries through the expression of art. Going forward, we aim to elevate the campaign to other parts of the country to bring out the cultural commonalities, and also give a glimpse of the reimagined experience that visitors to Singapore can enjoy.”

Giulia Ambrogi, Curator, St+art India Foundation said, “I’m delighted to have had the opportunity of collaborating with such talented artists, thanks to the continuous support of The Singapore Tourism Board. Art can be extremely relevant in such difficult times and this installation aims at being a message of hope and of coexistence, looking at the future as something we can all reimagine together beyond borders. The immersive installation works as a crescendo, converging into the well as a final vision and epiphany to start from, in thinking about expansive inclusive futures.”

Sabari Nair, Centre Director of Phoenix Marketcity said, “Phoenix Marketcity has always acknowledged and appreciated all forms of art and has been in the forefront for providing its space to let people experience formative art. Our collaboration with St+Art and the STB for this project will give visitors an opportunity to be a part of interactive and immersive art that will take them on a journey to renew and relive the perfect imaginary world. This art installation designed by Indian and Singaporean artists will give a different perception to every visitor through their three-dimensional setting. We are looking forward for people from in and around the city to come in and visit the installation put up in the mall.”

Along with the art installation, STB and Singapore Airlines organised a trade networking session on 18 March 2022 to share the latest updates on the India-Singapore Vaccinated Travel Lane (VTL) with the Chennai travel trade, which has now been extended to all points in India.  More travellers from India who are fully vaccinated can now visit Singapore using VTL flights. To celebrate Singapore cuisines, a Master Class will also be held at the newly launched Singaporean restaurant “Mr Ong” at Park Hyatt Chennai.  This will culminate with a feast of delectable Singaporean cuisines at the restaurant to give invited social media influencers a glimpse of gastronomic experiences awaiting visitors to Singapore.

SingapoReimagine initiative

The SingapoReimagine initiative aims to maintain top-of-mind awareness and recapture mindshare amongst global audiences. SingapoReimagine showcases a different side of what the city has to offer, from exciting new attractions and novel dining concepts, to wellness retreats and sustainable experiences. Travellers also enjoy enhanced hygiene and safety measures, as well as peace of mind as they navigate the new state of travel in a COVID-19 world.


The highlight is a cross-cultural art installation titled “Dreams from the Futures” (Ethirkaalak Kanavugal in Tamil) along with St+art India at Phoenix Marketcity in Chennai

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