Passion Made Possible (‘PMP’) is Singapore’s destination story encapsulating the nation’s spirit of people coming together to achieve transformation and success through passions and determination – but many don’t know this. Business objectives were created to raise awareness and advocacy of the PMP brand, and to create a physical representation of this message. This tangible sculpture needed to be part of cultural conversations and user-generated content in Singapore to build social currency for the PMP Brand and its role in the larger destination story.

Situated in Marina Bay against the Singapore skyline, this 20m-long and 3.5m-high interactive sculpture enhances placemaking efforts by encouraging locals and visitors to explore new experiences with it. Planning and construction of conceptual work, design and engineering drafts took around a year and 5 months for completion. From design to material and greenery, the sculpture born from a collaboration of locals from diverse disciplines and passions.

As a young nation with few natural resources, Singapore has always depended on the tenacity and resourcefulness of its citizens – this was the root of our creative idea to use the deconstructed SG Mark as a representative of people coming together from all walks of life and forging a national identity amid diversity. When viewed from a designated angle, the fragmented parts of the sculpture converge in full to form the SG Mark; portraying how Singapore as a collective, is greater than the sum of its parts.

When locals and visitors think of Singapore, what comes to mind first are the beautiful landmarks and the city skyline. However, Singapore would not be the prosperous city-state that it is today without the passions, hard work and determination of its people. In essence, this is what the Passion Made Possible brand represents; and we wanted the sculpture to be an embodiment of it, and enable deeper brand understanding and resonance with consumers. The strategy of ‘Where It All Comes Together’ was derived to guide the design, build and narrative of the sculpture, ensuring it captures the Singapore spirit of people from all walks of life coming together, turning possibilities into reality, and achieving transformation and success.

The sculpture is born from a collaboration of locals from diverse disciplines and a fusion of geometrical design elements; made of 834 different reconstituted timber pieces, adorned with locally grown plants housed in planter boxes with a self-irrigating system.

Public safety and sustainable practices were top-of-mind – the sculpture is powered by a built-in solar panel system requiring a daily power consumption of 7.2KwH; half of a HDB household’s daily average consumption.

Situated in the Marina Bay against the Singapore skyline, it encapsulates the nation’s spirit of coming together to achieve transformation and success, through passion and determination.

More than just a photo-taking opportunity, it’s a versatile and interactive space where the public can explore and celebrate their passions. From yoga on the sculpture grounds to simply resting in an alcove of a fragmented piece, ‘Here is SG’ offers a multitude of experiences for people of all passions, across communities.

The sculpture’s design and sustainable elements were well received by the public as we saw a steady stream of conversations and interest to visit the sculpture in the online space, through September to November 2022. For example, Singapore Tourism Board’s key-opinion-leader (KOL) paid collaborations reached 8.75M+ audiences across different passion groups (e.g., fitness, lifestyle, family, music, and photography) and garnered an engagement rate of 20.5%; 16.5% higher than the industry benchmark (4%). Overall, the sculpture garnered a total reach of 49M across STB’s paid and owned media across social and online platforms. Through the increased brand resonance and social currency with audiences, ‘Here is SG’ has helped STB achieved their objective of raising awareness and advocacy for the PMP brand and Singapore’s larger destination story.