Singapore Visitor Centre

Lead DesignerBassam Jabry
Project LinkView
Prize(s)Honorable Mention
Entry Description

Chemistry worked with the Singapore Tourism Board to create and deliver an innovative user experience for the new Singapore Visitor Centre (SVC). The SVC is now the prime service touch point for visitors coming to Singapore, offering a human centered experience throughout a variety of touch points.

The design was influenced by extensive ethnographic research into the needs and behaviour of visitors. Together with the client and staff of the centre, Chemistry created a concept based on the narrative of Singapore as a 'melting pot', establishing a holistic experience focusing on personal interaction and customization for the visitors.

Key features are:
- User friendly interactive kiosks focused on rich information, delivering a comprehensive service from start to finish.
- Inspiring design elements across the space engaging all visitors.
- Curated retail shop selling quality souvenirs.
- 2nd Floor ‘open space’ for exhibitions, events and functions with roster of programmes.


Chemistry is an award winning Innovation Design Consultancy, based in Singapore.

We apply a systematic approach to problem solving, using design as a strategic tool to help organisations foster innovation and create compelling customer experiences.

Our services include creative workshops, environmental, product, communication and interaction design.