Changi Airport is one of the world’s busiest airports for international arrivals and air cargo. Singapore is also the regional leader in aerospace manufacturing and maintenance, repair and overhaul (MRO).
The Civil Aviation Authority of Singapore (CAAS) wanted to share Singapore aviation’s amazing growth story with the public and travellers. It also wanted to convey the industry’s vibrancy and enormous potential so that aviation becomes the industry of choice for career seekers.
CAAS turned to HOL to strategise an immersive experience for the Singapore Aviation Gallery.
Singapore’s aviation sector is diverse and varied. It encompasses air passenger transport, aerospace, and air cargo and logistics sectors. Its story also includes the behind-the-scenes efforts of many Singaporeans.
One of CAAS’s aims was to attract young people to aviation careers. Our research, however, showed that many people had misconceptions or an overly simplistic view of the industry. To them, aviation equals commercial flights. What about careers? Pilots and in-flight service personnel were often the only roles that came to mind.
How could we encapsulate the aviation industry’s breadth and depth and its multifaceted players and offerings in a cohesive and relatable experience?
Singaporeans are no strangers to air travel. Even if they haven’t ever taken a flight, they know that Changi Airport is one of the world’s best airports. What better way, then, to use their shared experience of air travel as the relatable Big Idea that ties the gallery experience together?
A concept that flies
We conceptualised the experience to take the audience into 5 themes akin to a flight’s different stages: Welcome Aboard; Bon Voyage; Taking Off; In Full Flight; Arrival; and New Frontiers. Each zone was conceived around a critical message we wanted the audience to take away.
A high-tech, hands-on and comfortable experience
We would immerse the audience in a digital-centric experience populated by multimedia, soundscapes and hands-on experiential experiences and feature profiles of people in a wide range of aviation roles. An app was also planned to accompany visitors on their visits with more content and engagement activities.
In addition, we contributed to the spatial design of the gallery. It would have a good balance of interactives, exhibits and open spaces so visitors would feel comfortable and linger for a longer time. All these would come together to reflect the industry’s vibrancy, opportunities and possibilities, making it a viable option for career seekers.
We completed the conceptualisation of the Singapore Aviation Gallery, which would tell of the milestones and innovations of Singapore’s aviation industry through a highly interactive and immersive digital experience.
Visitors would get behind-the-scenes insights into aviation’s various sectors, catch glimpses of the new frontiers in its exciting future and be confident of the industry’s enormous potential. The experience would also serve as a platform for talent attraction and public education.
