Singapore Tourism Board brings Passion made Possible to life with the Singapore Weekender at Mumbai’s Sassoon Docks

~ Organised as part of STB’s new brand launch, the exciting activity-filled weekend will feature Singaporean talents, driven by their passion for the arts, showcasing a different perspective of the Lion City.

Delhi, Following the unveiling by the Singapore Tourism Board (STB) of the country’s inside-out, unified brand “Passion Made Possible” in Singapore, a series of promotional activities have kicked off in India. The weekend of November 17-19, 2017 will see the Board partnering St+art India Foundation to present the Singapore Weekender as part of the St+art Urban Art Festival in Mumbai. The STB has partnered not-for-profit ST+art India Foundation and Impresario Group to create a three-day experiential festival to showcase some of the Lion City’s brightest self-made talents in art, music, dance, food, film and photography across Mumbai – at the Sassoon Dock in Colaba as part of the ST+art Mumbai 2017 Festival and in Social restaurants in the city.

Speaking about the unconventional approach adopted by the STB for its brand launch activation in India, GB Srithar, Regional Director – South Asia, Middle East & Africa, explained “Over the years, we have been successful in establishing Singapore as a top family travel destination for Indian travellers. Our efforts to promote the country as a family-friendly destination have been effective and this segment takes up the biggest proportion of Indian visitors to Singapore. However, with an estimated 65% of India’s population being 35 years and under with strong disposable income and increasingly travelling overseas, we are reaching out to them. These young adults or working millennials seek immersive, unique and local experiences and Singapore presents a plethora of options.

We are happy to partner with St+art India Foundation and Impresario Group, both players known to break boundaries in their own fields, to present Singapore in a different light. By showcasing seven (7) Singaporean artistes and talents’ work in line with our Passion Made Possible brand to the Indian audiences, we hope to entrench Singapore as an exciting lifestyle hot spot. Many travel interest triggers, like music, art, dining can be satiated in Singapore. I am heartened by the fact that both Singaporean and Indian talents and local Mumbaikars will collaborate for many of the presentations, fostering artistic friendship.”

Warmly Invited for the Singapore Weekender @ ST+art Mumbai 2017

The STB is extending a warm invitation to Mumbaikars and visitors in Mumbai to experience the Singapore Weekender. The public-access festival will give audiences a taste of Singapore’s vibrant arts and culture scene with a dynamic line-up of talents. Between 17th to 19th November, passionate artists the likes of Tan Zi Xi and The Yok & Sheryo, will be putting up larger-than-life installations as part of the ST+art Mumbai 2017 festival‘s Sassoon Dock Art Project. Renowned architectural photographer Darren Soh will showcase his cityscapes alongside Indian photographer Vibhor Yadav. Turntablist, Producer and Asian hip hop champion DJ KoFlow will be in town to turn up the beat Lion City style, while b-boying crew Radical Forze will meet Dharavi b-boying outfit Slum Gods for a dance battle. The public can also look forward to a diverse array of interactive events including a Zine festival and screen printing workshop with Knuckles & Notch – a Singapore-based design and risograph press, as well as Singapore film screenings by Singaporean film and photography centre Objectifs.

Shedding light on the collaboration, Akshat Nauriyal, Co-Founder, Content Director and Digital Head of ST+art India Foundation said “Singapore and Mumbai are both global capitals with a strong sense of culture and thriving creative communities. This collaboration between the Singapore Tourism Board and ST+art India Foundation has enabled us to showcase some of the most prolific artists from both nations through contextual projects that are deeply rooted in the contemporary realities of both cities”.

A limited-edition Social X Singapore collaboration

Injecting some tongue-in-cheek flavour into the mix is Chef Bjorn Shen, enfant terrible of the Singaporean culinary scene and ‘dudestronomy’ advocate. As part of the Singapore Weekender, he will be collaborating with Impresario Group’s Executive Chef Gresham Fernandes to launch a special Singapore menu that will be available at all Social outlets across Mumbai from 18 November to 8 December 2017.

Riyaaz Amlani, CEO & MD, Impresario Entertainment & Hospitality Pvt. Ltd. (parent company of Social) says, “We are delighted to support Singapore Tourism Board’s new brand, Passion Made Possible, by providing a platform to introduce their rich culinary heritage to an Indian audience. This collaboration will not only help Social introduce the guests to the most authentic flavours of Singapore through a co-created menu, but will also serve to bring the two countries together; reinstating the culture-defying Social experience.”

Singapore is Passion Made Possible

The Singapore Weekender is designed to bring together people from all walks of life by using their various interests as a common platform, an aspect Yuemin Li-Misra, Area Director, South Asia (New Delhi) hopes will translate to Singapore when Indians next consider it as a travel destination. “When we were looking for partners for the brand launch, we wanted someone who not only embodied the Passion Made Possible ethos, but also reflected Singapore’s constant drive to think out of the box, transform and innovate. Together with ST+art India Foundation and Impresario Group, the Singapore Weekender is our attempt to bring forth not just the kind of talent that’s present in Singapore but also the many special memories that can arise from meaningful cultural exchange-exactly the kind of travel experience we hope to offer Indian travellers when they visit our city.”

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. For more information, visit www.stb.gov.sg or www.visitsingapore.com or follow us on Twitter @STB_sg (https://twitter.com/stb_sg).

About Passion Made Possible

The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) jointly unveiled today a unified brand, Passion Made Possible on 24 August 2017, to market Singapore internationally for tourism and business purposes. Launched by the Minister for Trade and Industry (Industry) S Iswaran, and supported by the Ministry of Communications and Information (MCI), the agencies’ first joint brand is a bold move to present Singapore’s attitude and

mindset: a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.

About St+art India Foundation

St+art India Foundation is a not-for-profit organisation that works on art projects in public spaces. The aim of the foundation is to make art accessible to a wider audience by taking it out of the conventional gallery space and embedding it within the cities we live in – making art truly democratic and for everyone. Across the past 3 years, the foundation has organised 6 St+art festivals in Delhi, Mumbai, Bengaluru and Hyderabad creating iconic landmarks within all these cities.

Since 2015, Asian Paints has constantly supported St+art India Foundation’s vision, enabling it to do bigger and better projects. This year, they partner with the Mumbai Port Trust (MBPT) along with Singapore Tourism Board for the St+art Mumbai 2017 festival which will bring to the city some of the most prolific talents from Singapore and Indian to come together and showcase the emerging contemporary identities of the two nations.

About Impresario Entertainment & Hospitality Pvt Ltd:

Impresario Entertainment & Hospitality Pvt. Ltd. is a company founded by Riyaaz Amlani & Kiran Salaskar. IEHPL began its journey in 2001 with its maiden venture Mocha – Coffees & Conversations, which has been Impresario’s claim to fame. Impresario has a team of the brightest and most experienced hospitality professionals dedicated to experiential dining. Their core strength is in understanding the changing dining out habits of new young India and delivering quality dining-out experiences tailored to delight their guests. Over the years Impresario’s operations have cumulatively expanded across the country and its umbrella of brands now includes Social (cafe & co-working space), Smoke House Deli (the transformation of refined dining into casual chic), Salt Water Café (a contemporary take on timeless European cafés), Slink & Bardot (French small plates restaurant), The Tasting Room (quaint wine haven) and Prithvi Cafe.