ARTiSTORY, the Museum of Fine Arts, Boston (MFA), and Changi Airport Group (CAG) have created an immersive Monet-themed location-based entertainment (LBE) installation that offers an unforgettable experience to visitors at Singapore’s Changi Airport.
This partnership brings curated “artefacts” or licensed artwork to life with a 3-D interactive experience entitled “Monet: A Journey Through Seasons at Changi.” The installation in Terminal 2 of Changi Airport uses audio, sensory effects, interactive activities, and photo ops to give the public an innovative art experience.
As visitors stroll along the installation’s designated pathway, they are transported to Monet’s world. They traverse through the frosty village of Vétheuil northwest of Paris in the Winter section and linger around the sun-drenched capes and coasts of Côte d’Azur in the Spring section. Visitors traipse through poppy fields and lily ponds of Giverny in the Summer section and hike the rocky cliffs of Les Petites Dalles on the English Channel coast in the Autumn section. In each season section, there are two Monet reproductions and decorations and experiences inspired by Monet’s work.
This licensed-based entertainment (LBE) installation is MFA’s first in Asia and demonstrates ARTiSTORY’s core capabilities of creating experiences through digital storytelling and turning “artefacts” into merchandise. LBE connects organizations with licensed-based IP content for installations, galleries, pop-up stands, and other innovative activities and events.
Debra LaKind, Senior Director, Intellectual Property & Business Development at MFA Boston said, “This is an exciting moment for MFA to see our collections being transformed into interactives to serve audiences in Singapore and beyond. We hope this is an unforgettable experience for the global travelers.”
Phau Hui Hoon, General Manager, Landside Concessions at CAG, said: “We are excited to work with ARTiSTORY and MFA Boston, to create this immersive experience using artefacts from MFA Boston. This is one of the many ways CAG tries to provide our travellers and visitors with unique and memorable experiences and make art accessible to the public.”
Alicia Chen, ARTiSTORY’s Country Manager & Business Development Director for APAC commented, “This partnership between Changi Airport and MFA Boston is a perfect example of working towards ARTiSTORY’s vision of turning art into experiential entertainment for consumers around the world. We look forward to bringing more similar experiences to Asia in the near future.”
