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| Did you catch
the Heritage Express? |
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| One of the many artworks that
were displayed in the moving museum. |
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From November 2003 to February 2004, some
MRT passengers found themselves onboard the
Heritage Express, a “moving museum” project
initiated by the National Heritage Board’s
(NHB) Innovation Ambassadors. Where they
had expected the standard in-train panel
advertisements, the passengers were surprised
to find bits of history and culture down the
entire length of the train.
The Heritage Express drew from the
collections found in NHB’s museums and
archives for a sampling of the wealth of our
national repositories.
Two MRT trains were used to showcase Singapore’s cultural
heritage. Witty lines, attractive design and the use of
six lifestyle themes (leisure, fashion, food, home, communication
and transportation) served to drive home with poignancy
and humour the relevance of history and the arts in our
contemporary everyday lives.
By showcasing an array of panel exhibits such as the mundane
SBS bus ticket, a luxurious carpet for Mughul royalty
and masterpieces by important Singapore artists, NHB hoped
the displays could make a difference to an otherwise routine
journey.
The Heritage Express was a bottom-up initiative that enjoyed
and benefited from the interest and support of NHB’s CEO,
Mrs Lim Siok Peng, who in turn ensured support from the
department heads.
The 20 team members came from different departments. The
project drew laterally on NHB’s expertise and human resources,
and tested the effectiveness of cross-departmental teamwork.
Planning began in March 2003. The project involved conceptualisation;
securing funds, sponsorship and internal support; canvassing
for feedback on ideas and content sensitivities; getting
the team together to work within a tight schedule; as
well as dealing with structural issues.
Staff enjoyed working on the project, which was also well
received by MRT commuters. Said Ms Tan Huism, Senior Curator
of the Asian Civilisations Museum, “It was a fast-paced
and interesting project. The challenge was to package
information about heritage in snappy advertising language,
and the fun bits were coming up with funny taglines. I
think some of us have great potential to be good copywriters!”
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| By Innovation Ambassadors,
NHB |
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Next: Innovating
at PUB |
