Case Study: Singapore Art Museum sparks student interest in contemporary art with HOL’s simulated art auction

Singapore Art Museum boosts student engagement to 3.8/4 with HOL

The Singapore Art Museum (SAM) faced the challenge of sparking interest in contemporary art among secondary school students, a demographic that often finds the medium challenging and prefers experiences with academic value. To help SAM engage this younger generation, vendor HOL developed a unique outreach program.

HOL implemented a simulated art auction as a gamified solution, which encouraged active student participation through role-play and competition. This approach successfully acquainted students with art in an engaging way, resulting in an average rating of 3.8 out of 4 from participants. The positive feedback and word-of-mouth led to an increase in program bookings from schools, significantly widening SAM's outreach to students.

Singapore Art Museum