BRANDING OUR NATION : EXPLOITING SINGAPORE �S ARCHITECTURE AS A MARKETING TOOL

Abstract

Architecture is the physical testament of a nation’s identity and values. With her puerile history and culture, Singapore is constantly aware of a deep-seated sense of vulnerability. To make Singapore stronger, our hegemony society practices pragmatism as a political doctrine and establishes economic prowess as the country’s best defence. Singapore’s fleeting pace to join the ranks of developed countries requires the help of Architecture as a marketing tool to exude itself as a desirable destination for investments and commerce activities. However, in the process of extensive branding, the phenomenon of heavy reliance on acclaimed foreign architects surfaces, whereas the awareness of vulnerability has manifested into the undermining the local architect, who has since relinquished a great extent of participation in the decision making process of shaping the country’s city scape. The efforts of manipulating architecture for nation branding must be identified, investigated and evaluated to access if they have transpired into any form of contribution or merit for the nation, or merely tools for economic benefits. This dissertation aims to discern the truth of nation branding using architecture as a branding tool and the repercussions on the nation’s identity and values.