10Touchpoints launched

Nov 16, 2006

Singapore embarks on the first public programme to improve everyday living through better design

Singaporeans get to nominate and vote for 10 everyday things that they would like to see redesigned.

10TouchPoints, the first nationwide programme to improve everyday living through better design is now here. Initiated by DesignSingapore Council under the Ministry of Information, Communications and the Arts, it offers Singaporeans an unprecedented opportunity to participate in the redesign of our public items and places. It will involve the man in the street, designers, public and private agencies.

Scheduled to run to mid 2007, the initiative comprises three phases. Phase one, which begins today, calls for members of the public to nominate and vote for items, services or even type of places, that they would like see redesigned. Phase two will see designers responding to an open competition to redesign the top 10 most voted items. Phase three will focus on the review and implementation of winning designs by the item owners.

Good design directly improves the quality of our lives. It enhances accessibility for the less-able, protect the dignity of the aged, increase personal safety and facilitate social interaction. This national effort aims to redesign everyday items to address the needs of the ordinary Singaporean and highlight the impact of good design in their lives.

Touchpoints refer to items and objects encountered on a daily basis. Examples of what Singaporeans can nominate for redesign in the public domain are items and services such as public playgrounds, public toilets, directional signs and bus stops. Singaporeans will get a chance to share their points of view about why specific things need redesign at a newly created website,

The closing date for nominations and voting is 11 January 2007. More details about the second and the third phases will be provided in the run up to the close of the voting and nominations.

Dr Milton Tan, Director of DesignSingapore Council said: "We have seen an increased awareness of design. This is evident from the rise of student intake in design schools, plethora of designer goods and extensive coverage on the mass media. However the understanding of how good design matters or the need for good design is not common knowledge. Design surrounds us; has varying consequences on our everyday lives, and can even make a difference between life and death. It is a consciousness that we hope to change through 10TouchPoints."

As part of this nationwide effort, DesignSingapore worked very closely with major public and private agencies to enlist their cooperation in considering suggestions for redesign. Amongst the public and private agencies involved in 10TouchPoints are National Parks Board, Land Transport Authority, National Health Care Group, Housing Development Board, Capitaland Retail and National Environment Agency. They are potential item owners who have given their in-principle approval to review and implement winning redesigns under their purview. Others such as Building and Construction Authority, and National Library Board are supporting in other ways to make 10TouchPoints a truly accessible platform. (See Annex B)

The sponsors of 10TouchPoints are Autodesk, SPH MediaBoxOffice, Space Furniture and Cathay CinePlexes Pte Ltd. Abel Tan, Business Development Director, Autodesk ASEAN expressed "The 10TP initiative by DesignSingapore is an innovative programme addressing a key aspect of Singapore’s preparedness for the future, and we are glad to be its premier and technology sponsor. We see in the 10TP initiative a natural fit with what Autodesk stands for as a design technology leader for nearly 25 years, helping our customers turn their ideas into reality. With the 10TP initiative, we aim to help DesignSingapore build a greater awareness among people about the key role that design plays in everyday life."

Over the next few months, there will be public workshops and activities organised to help everyone involved to think about how they can play a part to create an excellent living environment through better design. To kick off the series, is a public talk on 'Good Design for Everyday Living' featuring Dick Powell who is an International Advisory Panel member of DesignSingapore Council. The talk will be held at the Possibility-Imagination Room of the National Library Board Building, on 22 November 2006 from 10.15am – 12.30pm. To register, please email

Dick Powell and his partner, Richard Seymour, are two of Europe’s leading industrial/product designers. Since forming Seymourpowell in 1984, the consultancy has risen to prominence on the international stage. Both Powell and Seymour have appeared in numerous TV and Radio programmes on design and are most remembered in the TV programme ‘Better by Design’. They firmly advocate that good design is about making life better for people.

More information on 10TouchPoints can be found on 10TouchPoints is an event under Crea©tive 2006 - Reinvent Your Future, a month-long showcase to celebrate and promote Singapore’s creative industries.


16 November 2006

Press Contacts

For General Media, please contact Fleishman-Hillard Public Relations:
Mustafa Bin Ehsan Sa’aid
Fleishman Hillard Singapore
Phone: +65 6424 6373

Joseph Rajendran
Fleishman-Hillard Singapore
Phone: +65 6424 6384

For Design Media, please contact DesignSingapore Council:
Charlotte Chin
DesignSingapore Council
Ministry of Information, Communications & the Arts
T +65 6837 9290
F +65 6837 9686
140 Hill Street
5th Storey MICA Building,
Singapore 179369

Written on : 16 Nov 2006

Media Room