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MAD FOR SAM 2019

2019
Agency: Kult Studio and Gallery

TEAM

Curator (Tulika Ahuja)
Art Director – 1
Gallery and Production Assistant (Myself)
Social Media Managemnet – 1

Project Brief


Singapore Art Museum commissioned Kult to organize a 3-day immersive experience to commemorate the closing of its 8Q space (for refurbishing). As a closing party, they wanted to transform the space to attract visitors one last time and wanted to include Food and Beverage partners and interactive activities.


What’s OUR brief;
what did we do?


This was the brief we gave to our creatives and we wanted to fill the room with multi-disciplinary interactive artworks. From there, we selected up-and-coming (somewhat underground) creatives to present their work.

The ideation process was very simple, we sat down for beer at Kult and named creatives who we wanted to work with:

  • joe. – Anonymous parody artist duo
  • Christopher Sim – Photographs the underground music scene and we wanted to bring them to the mainstream
  • Patch & Punnet – Young up-and-coming theatre group
  • Sproud – Multimedia interactive agency
  • Haikel – Independent interaction designer
  • Nicholas & ChongWah – graffiti duo

The artist list was simple, we wanted to hold space for creatives who do not have access to these institutions on the regular and bring the underground up to the mainstream for these 3 days. I was essentially thinking of showbuilding ways and finding solutions to make walls, and brand the entire space with our wheatpaste! We could not overthrow the main branding of the Singapore Art Museum, so Tulika and I had a conversation on how to make it subtle, hidden but very very BLATANT–it wasn’t easy.

Me admiring my creation Tulika and I hanging at joe's Kathy and I building the wheatpaste wall






This marked the first time a live concert was held in an art museum in Singapore, with DJ sets and having security called to maintain the crowd. This was pre-Covid by the way!