2.1 Product

2.1 Product
2.1.1 Core Product

The core product of Singapore Biennale 2008 would be the experience that visitors will enjoy from the international contemporary mega visual arts exhibition, through 50 renowned international and local artists, who hail from various artistic disciplinary backgrounds. Visitors will be able to feast their senses on the multitude of art works and installations around key venues in Singapore. The exhibits generate surprise, and engage visitors to think about what awes them or what doesn’t, and why, considering the world we live in today.



Another core product of Singapore Biennale is the layout of the exhibition venues, which brings about a “Marina Bay” experiential factor. The selection of the venues within walking distance is best able to present, engage and bring out the experience of the artworks. For example, the two indoor locations (City Hall and South Beach Development) for the exhibitions provide a unique experience, as the ambience and environment of both locations are on different sides of a pole, providing distinct colours to the experience of the artworks.



2.1.2 Tangible Products
Tangible products refer to the products that the visitors can enjoy through their five senses. In this case, the design and architecture of the historic City Hall would be the first tangible product visitors can to see even before stepping into the building. This allows visitors to have a perception of what they will expect to experience when they go into the exhibition areas.

The ticket and the Singapore Biennale 2008 Guidebook are the tangible products that visitors get when they pay for the ticket. Upon entering the exhibition areas, the tangible products are the exhibits, which allow visitors to enjoy through their five senses.


Overall, in the City Hall Building itself, there are signboards, plaques, brochures, special newspapers, a customer service counter, staffs, and all these tangible products would further elaborate and provide in-depth information to visitors.




2.1.3 Augmented Product
The augmented product refers to products that enhance the experiences of the visitors when they are in the building. The main supporting product for Singapore Biennale 2008 would be the Singapore Flyer, which provides visitors with breathtaking, panoramic views of the Marina Bay, our island city and beyond. This enhances the total experience for the visitors to Singapore Biennale 2008. With the Singapore Biennale tickets, visitors can enjoy the Singapore Flyer Ride at a discounted price

Another augmented product would be the special programme for this year’s Biennale, the “Kids Biennale”. The Kids Biennale is an art education & outreach programme for schools with these aims in mind; Inspire, Instill and Engage the kids through participation.

The service environment is another augmented product of the exhibition. This is shown through the cleanliness of the museum and the different atmosphere in the exhibition rooms.




Recommendation
The organiser of the event could improve on their augmented product, specifically their collectibles for sale, such as the limited edition bags, t-shirts and the informative guidebook. They could promote these items more, as I did not know the items are for sale when I went to the exhibition. The information could only be found on their websites, they could have asked their volunteers or staff to up sell, to promote these collectibles.