LASALLE x Esplanade: Self-Guided Trail for a Global Visitor

Esplanade is the largest Singapore's national performing arts centre, dedicated to its social mission of entertaining, engaging, educating, and inspiring through the arts. Its vibrant calendar spans diverse cultures, languages, and genres, with a remarkable 70% of events presented free for all. Alongside its own diverse programming, Esplanade regularly showcases world-renowned companies and artists. This commitment ensures broad public access to high-quality artistic experiences, enriching the nation's cultural life and solidifying its role as a vital and inclusive hub for the community.

The project aims to engage a group of LASALLE students to design a free, self-guided trail at Esplanade specifically for international tourists. To create an engaging and culturally insightful experience, students will conduct research to understand tourist motivations and knowledge gaps. They will then audit Esplanade’s architecture and history to conceptualize and curate a narrative that connects local arts to a global context and shared interests among residents and visitors. The final trail must be easily navigable, “Instagrammable” and interactive to highlight iconic spots, engage audiences in active explorations, and tell meaningful stories for social sharing. The goal is to transform a simple visit into a memorable, self-paced discovery of Singapore’s vibrant performing arts scene led by Esplanade.

It was a pleasure to have the opportunity to work with the Arts Management students from LASALLE on this self-guided trail project. The extensive research, creativity, and dedication that the students poured into the assignment truly shone through in their final trail proposal.

We thank the students for their valuable contributions, and we hope this experience offered meaningful professional insights into what we do at Esplanade, as a National Performing Arts Centre. We look forward to future opportunities with LASALLE again, should the opportunity arise.

• Brenda Ong, Senior Manager, Marketing Engagement, Esplanade

Joya Hossain: Project Lead, Researcher, Trail Scriptwriter, Pilot Run Facilitator

Dilaisya Binte Mohammad Saul: Researcher, Trail Scriptwriter, Data Analyst, Pilot Run Facilitator

Siti Aishah Binte Abdul Razak: Researcher, Trail Scriptwriter, Data Analyst, Pilot Run Facilitator

Nurul Elyana Binte Hamlan: Researcher, Designer, Pilot Run Facilitator

Stella Ong Xin Yun: Researcher, Designer, Pilot Run Coordinator & Timekeeper

Trinity Grace Veal: Researcher, Lead Designer, Pilot Run Facilitator

The project centres on creating an experience that embodies the values of inclusivity, warmth, and integrity, which were identified through our research on the needs of international tourists and how visitors engage with Esplanade. These values align closely with Esplanade’s role as a cultural institution that champions accessibility and authentic arts experiences. Hence, the vision of the project is to transform a simple journey to the Esplanade into a meaningful, cultural journey for international tourists. The mission is to design a free and engaging self-guided tour that connects Esplanade’s spaces, stories, and performing arts to global audiences. 

The following objectives were established for the trail to be achieved by project completion in April 2026: 

● At least 70% of prototype trail participants will report that the physical trail booklet has an intuitive design and helps navigate the trail. 

● At least 70% of prototype trail participants will report an increased understanding of Esplanade as a key stakeholder supporting the growth of Singapore’s performing arts scene. 

● At least 60% of the prototype trail participants who started the self-guided trail will complete 70% or more of the route within the intended duration of the trail. 

● To obtain positive testimonials from at least 90% of prototype trail participants, indicating that the self-guided trail made them feel welcomed at Esplanade and increased their intention to revisit, reflecting the values of inclusivity and warmth. 

The final deliverable is a completed, tourist-centric self-guided Quest Booklet that provides an accessible alternative to paid tours, solidifying Esplanade's position as a global cultural destination. The package offers an interactive, fun, and gamified experience, successfully transforming passive sightseeing into active discovery through engaging challenges. It includes a detailed route map, concise scripted content, and physical signage recommendations designed to reveal the art centre's "hidden" locations. 

Execution was highly successful; the post-pilot survey of 31 participants revealed that 88.5% of global visitors found the instructions clear, and 92.3% felt the quest effectively highlighted Esplanade's features.

A key value of the project is the inclusion of original watercolor-style postcards, which serve as meaningful rewards for participants and effective marketing tools for the institution. The package also delivers "behind-the-scenes" documentation of the project's development through a series of captioned photographs, capturing the rigorous creative process. Ultimately, this quest captures unconstested market space by offering a data-backed, aesthetically designed journey.