Posted By admin on September 17, 2010

Prime Minister Lee Hsien Loong visiting the DesignS Exhibit

DesignS, a network of eight design associations in Singapore, will present the Singapore design showcase, “Sensing the Next S-Curve,” at the Shanghai World Expo 2010 from 8 to 29 September 2010. This presentation is commissioned by the DesignSingapore Council and organised by DesignS, and features Singapore’s expertise in delivering globally adaptable and integrated design solutions for businesses.

Complementing the showcase, “Design the Next S-Curve of Business Growth,” a business forum, will be held on 8 September 2010 and this forum is officiated by Mr Sam Tan, Parliamentary Secretary of Singapore’s Ministry of Trade and Industry & Ministry of Information, Communications and the Arts. The forum will be held at the newly-launched hotel, The Waterhouse at South Bund and will discuss how the collaborative DesignS network provides a one-stop shop for Singapore Design through which businesses can create new business value and enter global markets.

DesignS seeks to offer a glimpse of Singapore Design capabilities at a multi- sensory exhibition at the Shanghai World Expo through three tracks – DesignSpace (urban planning, architecture, interior design and landscape design), DesignShape (fashion, furniture, product and industrial design) and DesignSense (advertising, branding and graphic design). As part of the exhibition, a video screening of works from various design disciplines will be projected on nine large screens. 1,000 polaroids will also form the shape of the Singapore island and show the portrait of the design community in Singapore and their works that shape the future.

“Design enables businesses to gain a competitive edge and acts as a differentiator in a crowded marketplace. Businesses now need to offer an integrated experience for their customers and this is where a multi-disciplinary design approach will give businesses distinctive advantages,” said Mr Jeffrey Ho, Director of the DesignSingapore Council.

Panellist of the business forum and Chairman of DesignS, Mr Tai Lee Siang, said, “Singapore is a cosmopolitan city that readily adapts to the global market while being insightful about Asian needs. Our design companies will be complementary partners to Chinese companies as they seek to broaden their appeal internationally.” Co-Chairman of DesignS, Mr Lawrence Chong shared similar sentiments, “As an effective gateway between the East and the West, Singapore has the ability to be an interpreter for various levels of globally relevant design possibilities and creative ideas. We push through boundaries and unleash a world of limitless possibilities for design.”

The major highlight of the Singapore design showcase, “Sensing the Next S-Curve”, is the S-curve wall, which features 3 key attractions that tell the success story of Singapore Design.

DesignSpace – The 100 mirrors
The hundred mirrors create hundreds of reflections, visually creating hundreds more of the same space that it occupies. This represents the ability of Singapore Design to creatively work around our limited spaces to create value that is multiplied through the use of simple yet powerful ideas. Within the country’s limited space, Singapore designers always have to imagine new possibilities and introduce scalable and yet sustainable solutions. That is why Singapore designers now serve in many parts of the world to transform and maximise space through design.

DesignSense – Sensory Engagement
The lightweight pins move in harmony with the influences of the surrounding environment, moving in reaction to the slightest touch or breeze. Our ability to understand the environment around us allows us to gain a gentle influence which
allows Singapore the soft power to reach beyond nations. As a reliable link to both Western and Eastern markets, Singapore has been serving as an important gateway for brands seeking opportunities in either direction. As a regional hub for brand promotion, Singapore designers are comfortable in promoting brands in either environment.

DesignShape – Traditional Norms, Global Perspective
The hardened foam formation represents the endless possibilities that are intricate yet solid and stable. From everyday items to high-end fashion, Singapore’s ethnic diversity gives us a global perspective to produce products in tune with the
trends. Singapore designers are able to appreciate and present traditional norms through designs that are relevant to our times.

Design Showcase at the Singapore Pavilion
Date: 8 – 29 September 2010
Venue: Shanghai World Expo

The brand concept, strategic brand model, brand name, identity visuals, brand messages and exhibit design of the Shanghai Expo showcase and were developed by Consulus.

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