DesignSingapore Council (Dsg) has unveiled its latest initiative, “Nation by Design,” as part of Singapore’s 60th independence anniversary celebrations. This campaign highlights the integral role of design in the nation’s development over the past six decades. A significant aspect of the launch is a three-year Memorandum of Understanding (MOU) with SBS Transit, a leading public transport operator in Singapore, to enhance the commuting experience through design.
The collaboration with SBS Transit will see the introduction of design elements across the rail network, developed in partnership with local designers. These enhancements aim to make daily commutes more engaging and enjoyable. Dawn Lim, Executive Director of Dsg, stated, “Singapore’s connectivity and infrastructure are living proof of how good design has improved lives.”
The “Nation by Design” campaign is the culmination of a three-year movement by Dsg, following previous initiatives “Better by Design” and “People of Design.” It underscores design as a core component of Singapore’s identity, influencing everything from public housing to digital services. The campaign also includes a project titled “60 on 60,” which gathers insights from 60 individuals across various sectors, including DBS CEO Tan Su Shan and National University of Singapore Professor Emeritus Chua Beng Huat.
Looking ahead, the public is invited to contribute their thoughts towards the Design Masterplan 2035, a strategic roadmap set to be unveiled in 2026. This plan will outline the future role of design in Singapore’s continued progress. The campaign video, developed by Kinetic Singapore, challenges viewers to consider the intentional design behind Singapore’s success.
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