Kingsmen had the privilege of collaborating with Surbana Jurong (SJ) to design an innovative gallery at their new campus in Singapore. This space was created to encapsulate SJ’s brand purpose of “Real impact, made together”, and to inspire, immerse, and engage a diverse audience through a multi-faceted, narrative-driven approach.
Our mission was to create a transformative experience that not only showcased SJ’s significant contributions to the built environment, but also empowers visitors to connect with their vision for the future.
to connect
Understanding SJ’s vision of “Real impact, made together,” we designed the gallery to inspire and immerse visitors in SJ’s diverse expertise, innovative solutions, and collaborative spirit. Through in-depth research, we developed modular content and interactive experiences tailored to each audience group – including VIPs, clients, partners, and the campus community.
Based on comprehensive research and analysis, we crafted content and experience scenarios that were relevant and engaging for each group. This approach ensured that every visitor left with a clear and meaningful understanding of SJ’s contributions and vision.
We meticulously mapped the visitor journey using layout diagrams and flowcharts, ensuring smooth transitions between zones. Our design was optimised for flexible use of the gallery space, accommodating the needs of different visitor groups and various functionalities.
to collaborate
A key aspect of the design was fostering a sense of collaboration. The “Beyond Skylines” concept highlights SJ’s interdisciplinary approach and global reach. We utilised Generative AI to create mood boards and visuals, transforming abstract ideas into tangible experiences.
As visitors exit the gallery, they can leave their mark on the digital art by participating in a collaborative artwork generation. Using a tablet, they select three keywords that embody their vision of “real impact made together,” which then generates a unique city projection on a large LED screen. Visitors can also enter their contact email to receive a personalised poster of their generated city as a keepsake.
to empower
The visitor journey begins with an immersive entry point – The Gateway. Here, visitors are greeted by a scale model of the campus alongside inspiration quotes, real-time newsfeed, and interactive touchscreens showcasing SJ’s commitment to sustainability and regenerative design.
The journey continues into The Impact Lab, featuring a striking media architecture entrance and interactive digital art inspired by 3D scanning techniques. This artwork evokes a sense of community and harmony between nature and innovation, reflecting SJ’s core values.
Within the Lab, four key zones are designed to educate visitors:
- Future Legacy: Showcases SJ’s vision for a future shaped by creativity and innovation.
- Unlocking Excellence: Presents real-world stories through life-size video portraits, highlighting the positive impact of SJ’s work.
- Solutions at Scale: Features a large video wall and interactive table that explores SJ’s key projects and innovative methods for addressing global challenges.
- Limitless Imagination: Highlights SJ’s cutting-edge digital solutions and commitment to sustainability, including a digital-twin showcase.
The experience culminates with a call to action – the ‘Real Change Starts Now’ wall. This interactive display invites visitors to participate in shaping a future of “Real impact made together”.
key services
spatial design & build
project management
storytelling & experience
multimedia integration
the impact
The SJ Experience demonstrates the power of storytelling in design. Through a strategic and audience-centric approach, we successfully brought SJ’s mission to life, creating an immersive and engaging space that fosters connection, collaboration, and empowerment.
