Sunday, November 23, 2008

P1. Product

According to definition, a product is a set of intangible leisure experiences and tangible goods designed to satisfy the needs of the event market. It encompasses all the elements that make up the event and which the customer perceives as an experience.


The products of Singapore Biennale 2008 are the 80 pieces of artwork placed at different locations, and the various artists who are part of the artwork itself. These artworks come from 66 artists, from more than 35 countries and regions. Each artwork is presented with the basic premise of giving artists and artworks the space and place to engage audiences in a deep and meaningful way. This is definitely one of the most important factors to consider when planning Singapore Biennale 2008. Who would want to take time off their busy schedule looking at artworks while cramming with a few hundred of other people and not enjoying and unable to interpret the artists’ idea in a quiet and peaceful environment?


For example, some artworks are video presentations, thus they are placed in a quiet dark room to bring out the best of effect, both audio and visual to the audience. Other artwork like the Impossibility of the Superstring Theory by Joshua Yang (Student of Singapore Management University, Born in Malaysia, Lives and work in Singapore), requires a very big space for him to continue his lines of drawing, is then situated at the big hall on the first level of South Bridge Development Centre. If his artwork had been in other typical small rooms on the second floor, it would not allow people to be led by their curiosity and trying to follow the line that he had drawn as there would not be enough room for movement.


Other products include the guide book, town map, venue map, and the tour guides who would take you on a free tour around specific locations and selective timeslots. The event has made good use of these tools to help visitors find their way around Singapore Biennale 2008, and the guide to help facilitate understanding through a step by step approach so that visitors do not get lost in the midst of walking through the artworks.


During my visit, I had a tour guide as well – Mr Tripp. He is from Australia, and is currently working and living in Singapore. As a volunteer guide at the Biennale, he guided me through all the artworks at the south Bridge Development Centre without missing a single artwork. Through Mr Tripp, I find that my visit is more worthwhile as there is someone there to guide me along, to give me an introduction of what Biennale is all about, and what the artist is trying to convey through their artworks. Together, all these products help form the extraordinary experience to satisfy the needs of people visiting this event.

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