Convertium appointed by National Gallery Singapore for strategic and technical transformation of website

Singapore, Sep 2023 — National Gallery Singapore has appointed Convertium as its partner to transform its website experience and technology. The transformation reflects the Gallery's ongoing commitment to be a progressive art museum that fosters and inspires a thoughtful, creative, and inclusive society.

The Gallery’s upcoming website aims to be one-stop resource for a diverse audience, ranging from local and international tourists to art aficionados and families. Prioritising inclusivity, the platform will offer adaptive content, catering to varying stages of art literacy and visit intentions.

In collaboration with the Gallery, Convertium will centre the website around user experience, employing research and iterative testing to provide highly relevant content. The use of behavioural and psychographic data will further refine the experience, making the site an engaging digital hub.

Convertium will use its expertise in User Experience, Creative Design, Digital Marketing, and Web Technology to build and maintain this dynamic online platform. The website will not only showcase the Gallery's world-class collection but also aim to inspire a deeper connection with art from Singapore and Southeast Asia.

“It is a privilege for us to be entrusted by National Gallery Singapore with this significant project, and we are excited for the opportunity to contribute to Singapore’s art and cultural experience,” said Gerard M. C. Lim, Managing Director of Convertium. “The Gallery’s bold and broad digital vision calls for the full-spectrum skills of our colleagues, and it allows us to do the work that we love – creating great user experience.”

“The Gallery has embarked on a data-driven, creative journey to redefine our online presence, as we continually enhance the experience for our visitors before, during and after their visit,” said Susie Wong, Chief Marketing and Experience Officer of National Gallery Singapore. “We are excited to partner Convertium as their proposal was in full alignment with the Gallery’s vision for a connected visitor journey. It was also the teamwork, camaraderie, and chemistry they displayed that truly impressed us. We look forward to engaging and inspiring more visitors with the art of Singapore and Southeast Asia through our transformed website experience."