Rebranding Civic District: NAC replies

We thank Dr Ooi Can Seng for his letter ("Rebranding Civic District: Engage art and cultural communities"; July 1) and agree with his observations and suggestion.

The tender to develop a visual identity for the Civic District is part of a larger joint place-making effort by the National Arts Council (NAC) and the National Parks Board (NParks), working in consultation with government agencies, such as the Urban Redevelopment Authority (URA), as well as stakeholders within the precinct from both the private and public sectors.

A visioning workshop was jointly organised by the NAC and NParks in February to bring together some 40 precinct stakeholders, from cultural institutions such as the National Gallery Singapore and the Esplanade, to commercial entities - which include the Timbre Group, Fullerton Heritage and Singapore Cricket Club.

The workshop facilitated mutual sharing on what the Civic District meant to them and their customers.

Interestingly, a number of common threads surfaced from these conversations, identifying the Civic District as a place of history, heritage, arts and culture; a place that strikes a balance between solemnness and vibrancy; and a green environment providing respite from the hustle and bustle of the financial and retail belts surrounding the Civic District.

The key identity components that arose from the workshop were drawn upon for the visual identity tender.

We, together with the stakeholders of the Civic District, believe it is timely to build on the ongoing physical redevelopment of the Civic District under the URA's master plan, which should be completed by the middle of next year.

The revitalised precinct will feature more green spaces and will become even more pedestrian-friendly, creating many more engagement points for residents and tourists alike.

We agree that the precinct needs to be owned by all stakeholders and we are committed to respecting its integrity and authenticity.

Thus, our efforts will continue to be consultative.

Sabrina Chin (Ms) 
Director, Precinct Development 
National Arts Council

A version of this article appeared in the print edition of The Straits Times on July 13, 2015, with the headline 'Rebranding Civic District: NAC replies'. Print Edition | Subscribe