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MAKING NATIONAL
GALLERY SINGAPORE

A DIGITAL

MASTERPIECE

Overview

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National Gallery Singapore is a new visual arts institution housed in a revitalized iconic building that combines two national monuments: former Supreme Court and City Hall. It opened in November 2015, marking a milestone in the country’s visual arts journey.
>1,000 PIECES DISPLAYED AT ANY ONE TIME
64,000
SQUARE METRE FLOOR AREA
10,000
ARTWORKS
DRAWN FROM
Line Art Building

Business Challenge

As part of the push to position Singapore as a regional and international hub for visual arts, the Gallery embarked on the digital transformation of a traditional business model, and reimagined it to meet the evolving needs and expectations of today’s audiences.
Outside Building View

How We Helped

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As the Gallery’s innovation partner, Accenture utilized its global expertise to combine leading edge digital innovations with the draw of modern Southeast Asian visual art to position National Gallery Singapore as the top destination for art in this region.

In particular, Accenture focused on bringing together mobility, analytics, digital marketing tools and an agile cloud-based infrastructure that allows National Gallery Singapore to deliver an immersive differentiated experience for visitors from opening day and for many years to come.

The Accenture team sought to optimize the customer experience by understanding different visitors’ needs, motivations and requirements prior, during and post-visit; mapping these needs with the Gallery’s resources and customizing the various touch points and service offerings.

Customer journeys—pre, during and post-visit—were mapped out to visualize how different visitors would interact with the multiple channels and features to experience the Gallery’s offerings. Through a series of innovation workshops, Accenture helped the Gallery to understand which digital touch points would be impactful, how users were likely to transition between offline and online channels, and what technologies and processes were needed to deliver an ideal customer experience.

Accenture worked with National Gallery Singapore to design and build the Gallery Explorer, to make art history both more accessible and handy.
To help the Gallery gain deeper insights from social media discussions, a Social Media Analytics and Research Tool (SMART) was developed as part of a pilot to better understand people’s perceptions of the Gallery and evaluate the effectiveness of the Gallery’s marketing spend.

Mobility

Accenture worked with National Gallery Singapore to design and build the Gallery Explorer, to make art history both more accessible and handy. Through innovative use of consumer-ready technologies such as indoor navigation via proximity iBeacons (i.e. smart Bluetooth tiles), as well as integration with the visitor’s social media presence, the Gallery Explorer provides a personalized experience for every single visitor.

One of the unique features of the app is indoor wayfinding, made possible by a comprehensive infrastructure of Bluetooth beacons installed within the Gallery. These low-powered devices transmit short-range signals which have been used to implement indoor navigation and proximity sensitive artwork search.

With the Gallery covering nearly 64,000 square meters, the indoor location capabilities play an important role in enabling micro-location services to guide visitors to various points of interest with turn-by-turn directions. The detection of various points of interest also activates the app’s smart audio guide, filtering artworks automatically based on the visitor’s current location within the museum. This minimizes the need for the visitor to browse for information.

By calculating the distance between the mobile device and a target point of interest, the app is able to suggest the optimal route that visitors can take to the various artworks. This also allows visitors to create self-curated tours to enjoy the Gallery at their own pace and preferences.

The Gallery Explorer app, which is available for download on Google Play Store and the Apple App Store, also provides exhibition and event information allowing users to view currently trending art and tours among other features.

Learn more about the gallery explorer
building 2

Analytics

In order to improve the visitor experience and drive repeat visits, the analysis of data from both online and in-Gallery visits is critical in delivering valuable insights into visitor patterns and preferences.

  1. Applying analytics to crowd management
    Prior to their opening, Accenture worked with the Gallery to build a crowd simulation model to help fine-tune visitor route planning and the queueing system, and ensure that the visitor experience would not be compromised by the large crowds expected in the first few days.

    The Gallery team was also able to view the crowd density map on a dashboard to gauge arrival patterns, the number of people in the whole building and in the respective galleries, the routes they are taking and how this would impact their dwelling time. Based on this, the Gallery was able to map out visitor routes to overall minimize waiting time.
  2. Monitoring the social buzz
    To help the Gallery gain deeper insights from social media discussions, a Social Media Analytics and Research Tool (SMART) was developed as part of a pilot to better understand people’s perceptions of the Gallery and evaluate the effectiveness of the Gallery’s marketing spend. For example, using SMART, the Gallery was able to identify the type of marketing activities that created more buzz in social media, and also the top topics that people were talking about.

    SMART tracked the volume of social media chatter generated by the various campaigns across a series of channels such as Tumblr, Twitter, WordPress and Facebook. It monitored what people were talking about, their sentiments, and what other areas were discussed in those conversations. It also incorporated location analytics, which showed that the Gallery was generating a lot of interest in Australia, Europe and the United States.

    Through this social listening and sentiment gathering, the Gallery will be able to select the most relevant channels for each campaign, compare different marketing campaigns across different channels and use the insights to improve the design of its campaigns and better target relevant segments by age, country, gender and other parameters.

    Accenture also worked with the Gallery to develop an Enterprise Analytics Roadmap to identify analytics capabilities that would be important in the long run, to deliver actionable visitor-centric insights which would enable pre, during and post-visit personalization for a better customer experience.

C-SUITE DIGITAL DASHBOARD

Gallery management needed a comprehensive view of their performance across a wide spectrum of metrics that included footfall, visitorship, membership and revenue. Accenture helped implement an innovative C-Suite Digital Dashboard. Through the dashboard, the key decision makers including board members are able to obtain a near real-time view of the key metrics that help make the right decisions in a timely manner.

People Gallery Social

Enterprise architecture & Digital Blueprint

Accenture has also designed and implemented the Gallery’s enterprise architecture platform to enable the seamless integration of all applications in order to deliver an integrated digital user experience.

The architecture blueprint also establishes the technologies that are required to optimize the Gallery’s day-to-day operations, drive business growth and achieve the Gallery’s vision to position Singapore as a leading city for the arts.

In addition, a digital blueprint was created that would provide the Gallery with a holistic view of their digital roadmap for the next 5 years and help prioritize the digital investments aligned to the overall vision and strategy.

“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 programs, we want them to be able to share their stories with friends and create dialogues about their experiences with art.”

Chong Siak Ching
CEO, National Gallery Singapore

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Results

MODERN ART MEETS INNOVATION

The partnership between Accenture and the Gallery sets the pace in enhancing the experience of modern art from Southeast Asia.

"As we study and analyze the needs and preferences of visitors, we are aware of the importance of offering a personalized 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," said Ms. Chong Siak Ching, Chief Executive Officer of National Gallery Singapore. "As visitors learn about our artworks and programs, we want them to be able to share their stories with friends and create dialogues about their experiences with art."

High Performance. Delivered.

Carry National Gallery Singapore in your pocket! Download the Gallery Explorer app.

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