Mapletree often collaborates with local artists and institutions to host public art installations in its premises. They wanted to showcase the collections to the art enthusiasts and school art groups, and boost their retail footfall with the forthcoming traffic. They required the visitors to be guided by the artworks on-site and feel engaged throughout the art tour.

The project came with restrictions — hardware-dependent technologies like beacons, bluetooth and hotspot tracking cannot be used to help the user navigate. Every asset in the app – from Arty, the mascot to the 30 art installations for the maps used – has to be created from scratch.

To build a digital community, we first researched and finalised a key platform. A mobile app was perfect as it allowed us to have full control over the design of our users’ journeys.

We designed and developed an intuitive user experience that enabled clear and easy-to-follow directions, when audiences tour the public art installations in the Mapletree premises. The app interface was aimed to allow both children and adults to use it effortlessly.

An initiation of an interactive tour-guide utilising Mapletree Arts mascot, Arty was also in place to personify the experience and make way for content estate to engage the app users. A range of visual assets centralising Arty were also created to enhance the fun and excitement factors of the experience.

The app brings to life the art journeys for the users and features where the commerciality of the platform sponsor opportunities is embedded into the journey as if it were part of the curated content.

We integrated reward system within the app to bring awareness to the retail tenants and increased footfall for them as the visits and the redemptions took place.

The integrated sticker selfie feature also brought about sharing of user-generated content across Facebook and Instagram, thus multiplied the organic reach of the campaign.