Envisioning the Visitor Experience for the Founders’ Memorial
The Founders’ Memorial is meant to commemorate the values and ideals exemplified by the late Founding fathers and leaders of Singapore. Envisioned as an integrated gallery and gardens experience at the Bay East Garden, it aims to showcase Singapore’s journey to independence, and inspire Singaporeans to towards building the nation’s future. It is set to open in 2027.
Client:
Industry:
Hospitality
Tourism
How might we frame the desired attributes of a visitor experience that will realise the Memorial's vision?
What does it mean to design the visitor experience for Founders’ Memorial?
The purpose of the project was to help identify what various types of visitors, majorly Singaporeans are looking for in the museum experience, today and in the future, to create an evolving experience.
The Process
Online and offline workshops (includes facilitators, participants and client representatives)
We conducted a mix of research and co-creation workshops where participants shared insights from their own experiences and backgrounds on the desired attributes of the visitor experience at the Founders’ Memorial. They then generated ideas on design features to realise this vision.
These were followed by validation workshops where previously recruited participants from the research workshops were tasked to build on their insights and develop more detailed design concepts for the visitor journey.
Outputs
11 design workshops with 200 citizens
Prototype of exhibits and dialogues
Visitor experience journey
Participant profiles
Since the museum is envisioned to be a hotspot for a multitude of visitors, we recruited participants from all walks of life, across various demographics, professions and lifestyles.
This included seniors, who may or may not have lived through the initial growing years of Singapore, working adults, the youth, such as students and teenagers, as well as artists, teachers and homemakers to give a few examples.
Our team worked alongside architects from Japan and exhibition designers from the US to bring our findings to life. This would help the client have clearer sight of what the Memorial could look like and the kind of experiences sitting within it.
The Arrival Journey
As visitors approach the Memorial from multiple arrival pathways, it should prompt them to appreciate the natural setting of the Memorial, and set the tone for the rest of the experience.
Interpretive Gallery - Indoor Spaces
One idea that emerged as a dynamic and reflective way to showcase the National Flag was to have multiple moving elements that could represent the collective voices of citizens, bringing it to life in a poetic way through digital means.
“I would like to interact with artefacts more. We always see them in textbooks, but seeing a 3D or real-life version would be exciting and interactive.” – Eileen, 17 years old
Viewing Gallery - Indoor Spaces
The indoor experience should conclude with a view of the evolving city skyline that bridges the past, present and future and encourages visitors to follow through with their aspirations for Singapore.
“The success of getting visitors to pledge their hopes for Singapore’s future depends on how it’s carried out…How can people follow through with their pledges?” - Kenneth, 37 years old
Outdoor Garden Spaces, Amphitheatre
The outdoor garden spaces should offer experiences that are unique to the Memorial in being an integrated gallery and gardens experience, facilitate social interactions, and be accessible and comfortable in Singapore’s climate.
“People desire to be outdoors - it is a great relief from our busy metropolitan lives. The connection with people is crucial, the bond: how can outdoor spaces foster emotional connections?” – Lawrence, 42 years old