Singapore objects to love

When you need a supermarket trolley, but are out of $1 coins, Jonathan Yuen's Bountiful gold keychain will come in handy.

The local designer's nifty coin-shaped key ring fits in the mechanism that keeps trolleys chained together, making it a must-have in any self-respecting Singaporean auntie's handbag.

It should come as no surprise, given its nod towards the mundane, quirky aspects of life in Singapore, that Yuen's clever creation is part of a collection called Everyday Objects, produced by the National Heritage Board and sold at some of its museums.

And going by the wares being sold at museums here these days, a mini hipster revolution is underway in the once staid sector of cultural institutions' giftshops (postcards, posters and catalogues, anyone?).

Launched earlier this week, the Everyday Objects collection features works by 40 Singapore talents, who each made one item. The series is part of Museum Label, the heritage board's three-year-old retail arm, and was a collaboration with indie design studio Farm.

The designers took creative licence with eight everyday items: T-shirt, watch, charm, bag, plush toy, vase, box and an accessory.

For instance, the Touch-Me-Not T-shirt by design studio Bravo Company's creative director Edwin Tan sports "spikes" that are supposed to repel people - perfect for a crowded train ride.

The Calico Stray Cat plush toy, by Singaporean artist and illustrator Soh Ee Shaun, is an homage to his first stray cat, which has a personality he likens to Singaporeans - clean, neat and conservative.

This is the first time that an open call was put out by Farm to members of the public for such a project. After the call, sent out two years ago, about 100 entries were received and eight eventually chosen.

Of the 40 objects, 14 are available for sale at the National Museum of Singapore, the Asian Civilisations Museum and Farm's online store. Others will be produced later if there is enough demand. Prices range from $12 for a keychain to $45 for a watch.

Farm's director Selwyn Low, who co-curated the works with award- winning designer Hans Tan, says he is constantly surprised that there is a vibrant pool of designers who have interesting ideas about the Singapore identity.

Previously, Farm had collaborated with the heritage board and Singapore Souvenirs, a collective of local designers, to come up with the Great Singapore Souvenirs (GSS) collections in 2012 and a Made For Sam project with the Singapore Art Museum in 2010.

Unconventional items from those collections include Superstition Dice, etched with colloquial Singaporean terms such as "Huat ah!", and a National Day Tote Bag bearing a print of the Aug 9 page from a retro tear-away calendar.

"Over time, the items which the designers come up with tend to have more local stories behind them," says Mr Low, 35. "It reflects the climate of things. There's a conversation about our Singaporean identity and how we grow up."

Local anecdotes and stories are what the heritage board wants to showcase to museum visitors, locals and tourists alike.

The board's business development director Jessie Oh is not worried that the colloquial humour of some Museum Label products will put off tourists.

Referring to last year's Chilli Crab Recipe Apron, one of the tongue-in-cheek Great Singapore Souvenirs, she says:

"Visitors would have heard of or tried chilli crab during their stay here, so it would be interesting to take home a recipe for it on an apron.

"Locals buy the items as gifts or for themselves as they are proud to share who we really are," she adds. A popular product is the kueh tutu eraser ($2 for a pair) - "the actual thing cannot be brought home or sent to friends overseas".

Last year, the Museum Label won gold for Best Merchandise, for the Great Singapore Souvenirs collection, at the prestigious International Design & Communication Awards 2013 presented in Stockholm. The label constantly has to replenish stock of the National Day Tote Bag ($23), says Ms Oh, and so far, thousands of the $36 Kan Cheong Spider watch has been sold.

Local talents, too, benefit from such collaborations.

Ms Jamie Yeo, 23, an industrial design graduate from the National University of Singapore, designed a pillow plushie, My Smelly, for the Everyday Objects collection. The pillow was inspired by how children here have a comfort object, usually a soft toy, growing up.

Ms Yeo, who responded to the open call after hearing about the competition through her school, says having the plushie sold now in a public institution is a good way to get her name and work out there. "I don't get to show off my school projects on this type of platform and it gave me a chance to try something different."

Other local museums have shops selling Singaporean-themed products too. The Singapore Art Museum, which was corporatised last year, first leased space at its 8Q annex to local design outfit, Supermama, from last year. It was previously at Seah Street for two years.

The Supermama line of Singapore- centric products includes ceramics which feature recognisable Singaporean icons such as construction cranes and HDB flats.

Supermama's owner-designer Edwin Low, 35, says: "I remember museum shops selling only jewellery that costs more than $200. How can people afford to buy them as souvenirs?

"We don't have one product which really represents our culture or our heritage. The South Koreans have their metal chopsticks, which people immediately recognise. I hope we can eventually have products which define our society and tell our stories."

The brand moved to its current premises in Bras Basah Road - it took over the space of the previous museum store - in September.

The art museum is working on its own range of museum merchandise, which will be released next year.

Physiotherapist Melissa Yeow-Jong enjoys shopping at local museums' stores. She has bought items such as the Chilli + Crab watch and tote bags with Singapore slogans to give visitors and friends.

The 39-year-old says: "I find these gifts have a little bit of local flavour and reflect life in Singapore. If you shop at Chinatown or Little India, the items might be too specific to one culture, but these products at the museum are representative of our multicultural city.

"I'm quite proud to give away and display these items"

This article was first published on December 20, 2014.
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