Our Brand Story
Our story
At HOL, our mission is not just to fill spaces, but to infuse them with stories, turning every experience into a memorable journey that inspires action
Our Difference
Telling your story differently
At HOL, we tell your story differently because of our proprietary approach to experience design.
Developed over many years and projects for museums, galleries, destination attractions, and brands, our approach is known as “CRM”
– Communicate, Resonate, Motivate
OUR STORY
Empathy drives what we do
Strategising people-centred, empathy-led experience and engagements that your visitors truly want and love.
HOW TO SAY HOL
At HOL, our mission is not just to fill spaces, but to infuse them with stories, turning every visit into a memorable journey that will inspire actions for the betterment of society.
OUR VALUES
Integrity
Integrity serves us in all aspects of our work. It represents how we conduct ourselves and our business. To us, integrity is about doing the right thing even if it’s not the easiest thing to do.
Simplicity
Simplicity because it is central to our philosophy. We approach our work with simplicity because it allows us to focus on what truly matters – whether it is working more efficiently and effectively, or delivering the experiences visitors truly want.
Excellence
Excellence drives innovation. We strive to push our creative boundaries, explore new ideas, and implement cutting-edge technologies and methodologies. By doing so, we can provide the best advice to our clients and ensure your visitor experiences are emotionally-resonant and inspire action.
2005
Beginnings
Who knew museum experiences could be fun and experiential? We did
Didactic and passive audience engagement in Singapore museums used to be the norm. In 2005, Angeline Tong had just returned to Singapore after graduating from Harvard University with a Master of Education in Human Development and Psychology. That year, she founded HOL to drive a new kind of audience engagement for Singapore museums.
With her insights into audience psychology, Angeline developed an audience engagement style that was fun, educational and experiential. Over some 10 years, HOL’s audience engagement brought at least 150,000 students and 200,000 family groups to the National Museum of Singapore.
2012
Growth
No one creates physical spaces with empathy-infused experiences like we do
In 2012, HOL pivoted to experience strategy and the conceptualisation, design and fabrication of museums, galleries and exhibitions.
This was the obvious way forward: If we included experience design and execution in the equation, we could integrate empathy-driven, psychology-informed experiences – whether in person or digital – even more effectively into physical spaces.
In this phase of our journey, we delivered spaces and exhibitions such as the Singapore Discovery Centre, NIE Visitors Learning Centre, and Singapore’s Economic Miracle Exhibition.
2024
Now and into the future
The best of all worlds: physical, digital and phygital
Imagine a world where every visit to a museum, gallery, or exhibition is an adventure waiting to unfold. At HOL, we make this vision a reality by blending the physical and digital through augmented reality (AR) and artificial intelligence (AI). Our phygital experiences transform ordinary visits into extraordinary journeys, allowing visitors to interact with your venues in ways they never imagined.
From The NCID Gallery’s phygital experiences to The Esplanade’s digital trails, we have harnessed the power of cutting-edge technologies to craft unforgettable moments.
But our story does not stop there. We have expanded beyond museums and galleries to embrace attractions, destinations, placemaking, and cultural tourism. Our storytelling expertise ensures each venue offers a unique and captivating experience, inviting visitors to explore, engage, and return time and again.
Join us as we push the boundaries of experience design and engagement, merging the best of physical and digital worlds to create truly inspiring experiences.
