
Insight:
Singapore is a top global destination, known for its modern skyline, vibrant culture, and rich heritage. Yet, unlike cities with iconic landmarks such as Amsterdam’s "I amsterdam" sign, it lacks a unifying structure that visually represents its identity and spirit of unity.
Idea:
The Deconstructed SG Trust Mark is an anamorphic sculpture that symbolises Singapore’s strength in diversity. From most angles, it appears as fragmented pieces—each representing the different communities and individuals who shape the nation. But from a specific vantage point, these pieces align perfectly to form the SG Trust Mark, demonstrating that Singapore’s identity is built through its people, where the whole is greater than the sum of its parts.
Execution:
Designed as Singapore’s new landmark, this installation at Marina Bay Sands frames the city skyline — a powerful symbol of a nation shaped by its people. A destination for both locals and tourists, it embodies national pride, unity, and progress.

AD: Weilun Chong • CW: Justine Lee • CD: Peter Callaghan • AGCY: TBWA \ Singapore