Mission
Promote #GBK85, the retrospective exhibition of Pioneer-generation artist, Cultural Medallion recipient and national icon Goh Beng Kwan. Uniquely installed across an entire floor of Conrad Centennial Singapore, the exhibition intended to showcase the artist’s rich body of work and reach out to new, younger audiences through dynamic AR works and NFTs.
Outcome
Upcycle launched #GBK85 with a series of interviews with Mr Goh as well as two press previews of the exhibition – one during the official inauguration with President Halimah Yacob, and another for top lifestyle titles and KOLs later that evening. Over the course of two months, Upcycle worked with the artist, sponsors and the President’s office to organise a flawless press conference and VIP preview, including drafting all speeches, timelines and materials. Our work increased awareness of Mr Goh and his work amongst a new generation of art lovers, artists and collaborators, opening doors for future projects and partnerships.
