Introduction to Biennale

The objective of this learning experience is to identify how the various components of the event marketing mix had been adopted in the event “Singapore Biennale 2008” aka “新加坡双年展” that I had visited, and evaluate how effective these components had been used to contribute towards the success of the event. I will also be discussing the tourism roles and economic value this event brings to Singapore. The methodology for this research project is mainly through the use of field study, photography, and reading up of brochures and internet websites, to further enhance my knowledge of the on-going event and finally, to consolidate my findings.

Singapore Biennale 2008; From the name itself, Biennale originated from an International Arts Exhibition held every 2 years at Venice, Italy. In Italian, it is translated as “every other year” and can be used to describe any event that happens every 2 years. Though the case, it has a strong connotation with the art world, and is commonly used to describe an international manifestation of contemporary art.

This year’s Biennale takes place at 2 key locations namely City Hall and South Bridge Development Centre, with 6 other mini locations that displays larger pieces of artworks, namely Raffles City Shopping Centre, Suntec City, Clifford Pier, Esplanade Bridge, Central Promonory Site, and The Singapore Flyer. The theme for this year is “WONDER” and is on-going 24/7 from 11^th September – 16^th November 2008.

“Wonder” is a feeling of surprise and admiration caused by something beautiful, unexpected or unfamiliar, and as a verb, it is not only “to feel curious” or “desire to know”, but also to “feel doubt”.

Keeping to this definition above, the title and theme of Wonder calls for us to question and be curious. Yet at the same time, to let ourselves be surprised, awed, tantalized, challenged or simply informed by what we can experience through contemporary art as an aperture to the world.

-Fumio Nanjo

Artictic Director

Singapore Biennale 2008

With 66 artists and art collectives from more than 35 countries and regions, this tightly curate show presents the best of both Asian and international art practices. I felt most connected with an art piece called “肥皂” (Fei Zao) which means soap by Paolo Tamburella. Mr Paolo is born in 1973 in Italy, and is currently living and working in Italy. Working between symbolism and materiality, Tamburella actively collaborates with local people tapping into their interest and assistance in his projects.

In the artist’s new work for the Biennale he shaped and mould 8000 bars of soap into a landscape as backdrop for a solitary figure washing himself. In his imagination, Tamburella sees this work as a representation of a life lived, with daily routines and rituals making out a lifetime of consumption and production.

I feel connected with this artwork because I have been taught to live my life with much hope and expectance, awaiting different surprises everyday and not repeating mundane stuff. However, through this artist, I have learnt that there are some things in life that is repeated on a daily basis, and cannot be made any more fantastic regardless of what we do.