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LAB25 - Future of Library 

Brand Campaign for NLB 2025

LAB25 is a NLB initiative that aims to present the library in a new light. Comprising of 4 key roles, Singapore Storytellers, Informed Citizenry, Equaliser and Learning Marketplace, the National Library Board seeks to open portals and present different platforms in which Singaporeans can engage with NLB's content.


The campaign starts of with a online with brand film, and also has offline touchpoints in malls that re-link the public back to online content that is unique to NLB.

Offline touch-points infiltrate neighbourhood and city malls. All physical touch-points were made with the objective to capture eyeballs and lead visitors to online resources and assets. The physical touch-points includes, Wallpapers, Lift Stickers, Interactive screens, Larger-than-life cardboard sculptures, and even a carousel.

CURIOCITY - History in the city

CURIOCITY is a festival that  will celebrate local history and culture, anchored by the collections of NL & NAS. A presentation of colourful stories, varied perspectives and less-known facts linked to the land of Singapore and its evolution as a city state. The festival will allow the public to discover the transformation of the island and its people, deconstructing the Singapore they thought they knew into one of new knowledge and inspiration. 


Proliferation of SG collections outside the library allow people to encounter them.

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