National Gallery Singapore curates digital steps

SINGAPORE: National Gallery Singapore and Accenture have announced a collaboration leveraging digital technologies to offer visitors an immersive and interactive visual arts experience when the Gallery opens in November 2015.

Named as Innovation Partner, Accenture will utilise its global expertise in digital technologies to support the Gallery in presenting its significant collection of modern art in Singapore and Southeast Asia, from the 19th century to the present day, as an announcement explained.

Integrating indoor navigation capabilities with a specially designed mobile application, the Gallery is said to be the first museum in Singapore to provide visitors with insights into surrounding artworks and unique features of the Gallery based on their location. Information will be automatically displayed on a visitor’s mobile app when they reach a particular location, and they can use the app to plot their journey through the Gallery.

Additionally, the Accenture Analytics Innovation Centre will help the Gallery to analyse data from both online and in-Gallery visits. This will be critical in delivering valuable insights into visitor patterns and preferences, enabling the Gallery to continually improve the visitor experience and drive repeat visits. Accenture will also provide expertise in enterprise architecture, project management and strategy development to the Gallery.

“As we study and analyse the needs and preferences of visitors, we are aware of the importance of offering a personalised Gallery experience that each visitor will enjoy. The use of digital technologies will enable the Gallery to transform the visitor experience to one that is participatory. As visitors learn about our artworks and programmes, they are able to share their stories with friends through our app via social media, creating dialogues about their experiences with art. National Gallery Singapore is pleased to partner with Accenture in this ambitious venture to enrich the Gallery experience, reaching out to new audiences and enhancing the appreciation of art for all visitors.” said Chong Siak Ching, CEO of National Gallery Singapore.

"This is a truly exciting example of digital transformation – taking a traditional business model that’s been around for centuries, and reimagining it to meet the evolving needs and expectations of customers,” added Mike Sutcliff, group chief executive, Accenture Digital. “Bringing together mobility, analytics and digital marketing tools along with an agile cloud-based infrastructure will allow the National Gallery Singapore to deliver a ground-breaking new experience for visitors from the day that it opens, and for many years to come.”