The content creator @sin_row on Instagram posted a reel “The Art of Noticing” to highlight the small details around the environment. In this video, the creator was unwrapping the product above the MRT stand, making a bird paper doll out of “Singapore’s Heritage Festival”’s packaging. Emphasis on small details, the creator also foreshadowed the importance of it via intricate design, and the art of creativity is still revolving around.
Design and Marketing
Singapore’s transport turns everyday commute into cultural moments via incorporating heritage into MRT stations. A basic festival pamphlet turns to an interactive experience, when traditional craft and design combined together for a more tactile look. By incorporating modest but intentional aspects, local history is accessible, culturally rich, and integrated in daily urban life within the heritage festival’s design packaging style.
Screengrab of the video
As it was shown in the comment, the design and marketing team’s campaign strategy lies in their execution, using public transport spaces efficiently. Designed for rushed commuters, the folded pamphlet of both information and craft, achieves local and global reach through recognition. Aside from the design details, this is a nice reminder to take things slow, dropping the phone to appreciate the environment around gives a glimpse of noticing small things.
Screengrab of the video
Romanticizing In Being Whimsical
The design itself invites us to slow down and be whimsical in our surrounding environments, instead of overlooking details of our everyday lives. When commuters are busy scrolling, it gives a sense of engagement and discovery when the art of noticing stems from a discovery. A simple moment, such as having fun with interactive details via a public pamphlet reveals the hidden value in ordinary objects. This kind of attention turns a routine train ride into a tactile encounter with history and art.
Screengrab of the video
This activity demonstrates the usages of the environment as a creative canvas to utilize in public spaces. Especially in MRT stations to infuse cultural visuals and folding into a low-cost booklet, the design showcases cultural touchpoints at scale without compromising significant infrastructure. The collective piece of art is a static data of interactive collectibles, and the smart, low-cost design increases cultural impact. Through the National Heritage Board’s goal, the takeaway is simple: noticing small things around you like this creates a vast impact.
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