Canvas

OSAY!
21 July 2017

Showcasing Singapore in a Different Light

Coffee table book design

Caffeine Creative was commissioned by the Ministry of Information, Communications and the Arts (MICA) to design and produce a very special coffee table book to be presented as a gift to VVIPs attending the International Monetary Fund and World Bank Group Annual Meetings, hosted by Singapore.

Event organisers expected a turnout of about 16,000 delegates and observers, but saw a record 23,000 delegates and 300 finance ministers registering themselves. It was one of the largest meeting in Singapore’s history.

Design Concept

Caffeine proposed the idea of producing a large format coffee table book that was never undertaken before – to showcase Singapore talent through fourteen local photographers, each with his own aesthetic talent, perspective and eye for detail.

The concept for the “art” book was to offer each photographer with a “canvass” of six pages to craft a Singapore “story” through fourteen evocative and expressive themes (buzz words) – “Explore”, “Work”, “Learn” etc.

Caffeine worked tirelessly with the fourteen photographers. Through the eloquence of their images, and Caffeine’s design & art direction, Canvas, was a very rich and lavish book that was presented to the Nation’s esteemed quests – a very special collective of images of the Singapore ethos that were exhilarating, intriguing, unexpected and yet infinitely engaging.

Our client was so pleased with the result that it led to an exhibition of the photographers’ works so that the general public could also view them.

Services Provided

  • Book Conceptualisation, Planning & Production
  • Content Curation
  • Book Design & Art Direction

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