Singapore, 2012-2013
Sector
Real Estate and Creative Industries
Client
Hjgher for the Singaporean Government
Scale
60.000 square metres
Type
Concept Development for Urbanisation and Area Activation
Scope of services
Consultation and support in concept development for usability concept, marketing and strategic partnerships.
Programme
Consultation/ concept and strategy development.
COLLABORATION & COPYRIGHTS
Graphic Design by Jerry Goh for HJGHER
U_Factory Concept by HJGHER agency, Singapore
Singapore was in the process of establishing itself as a new arts and cultural destination. The U Factory was part of a 60,000-square-metre art district at the Gillman Barracks, a former military camp that has been turned into a destination for contemporary art. It is a temporary, experimental platform dedicated to discussion, exchange and execution of creative visions.
Initiated by the Singapore Economic Development Board, a government agency, in collaboration with the agency HJGHER, and supported by the Singapore Tourism Board, The U Factory aimed to create buzz and bring life to the decommissioned military installation, activating the Singapore Art District.
This project was the first of its kind in Singapore. Named as an Associate Partner in 2014, Marina Os. was a consultant and strategist to HJGHER agency.
Using a fun and experimental, yet strategically-driven approach, The U Factory brought about international creative cross-collaboration from the fields of design, art, fashion, music, food, etc., fostering international partnerships and business opportunities, with the overall objective to activate the art district at the Gillman Barracks.
Said about the project
“The U Factory brings the experimental pop-up creative concept to Singapore. From November 2013 to January 2014, the Gillman Barracks will host The U Factory that gathers an eclectic mix of trail-blazers from the fields of art, film, music, food, design and culture.” — Luxury Insider