Bringing the Singapore Visitor Centre Into the Digital Age

Awarded TripAdvisor Certificate of Excellence 2018

Notable mention at the IDA Design Awards


Singapore Tourism Board


Tourism, Public Service


Spatial Design, UX Design, Service Design, Branding


Located in the heart of Orchard Road, Singapore’s flagship visitor information centre caters to the diverse needs of over 15 million tourists who visit Singapore each year.

The Singapore Tourism Board engaged Chemistry to completely re-conceptualise and redesign their flagship visitor centre, creating a total omni-channel solution that delivers a relevant experience for the digitally empowered traveller.

What We Did

As the lead consultants driving the project, we had a unique opportunity to orchestrate the entire visitor experience. Starting with ethnographic research to capture key insights and trends surrounding the needs of tourists visiting Singapore, we went on to engage a wide range of tourism industry partners to craft a new vision and narrative for the space.

The ideas were then translated into a detailed specification for the design of the space, the digital information kiosks as well as the staff up-skilling.

Throughout the project we provided design management and production consultation to ensure the interior fit out and digital interfaces were in line with our objectives. We worked alongside the appointed specialists to build prototypes and test the experience until, finally, the new flagship visitor Centre was ready for the world.


Chemistry successfully helped bring Singapore’s flagship visitor centre into the digital age by optimising the way it helps guests plan their visit. As a growing number of tourists now prefer to curate their own trip, our redesign focused on facilitating customised experiences for guests. 

We eliminated the need for pre-printed brochures, replacing them with interactive touchscreens to help visitors build their own custom itineraries. These new one-stop digital service pedestals help the visitor centre deal with high footfall, while still operating with a lean service crew. Visitors can self-serve to select relevant attractions presented in a beautiful Pinterest style dashboard.

The combination of self-help and support from the centre’s specially-trained service officers allows visitors to finalise their experience with a custom itinerary printed on the spot at each station. And if visitors want to go digital? No problem—their itinerary can also be sent to their smartphones.

“Brilliant touch screens to save time and hassle.”

Bella, Perth (on TripAdvisor)


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