DesignSingapore scholar Ms Victoria Koo Wei Ai, 27, will pursue a Master of Arts in Service Design at Royal College of Art, London, United Kingdom.’
What was the project you were proudest to share with the selection panel of the DesignSingapore Scholarship?
I helped a retail brand achieve clarity in growth direction through my study in customer insights and analysis, brand strategy and positioning. This led to the creation of a new brand, and is now in the process of being implemented.
When your contemporaries at Royal College of Art ask you, what would you say is representative of Singaporean design?
It is Singapore’s architectural landscape, the archetype of our pursuit for perfection, order and new heights, constantly evolving to reinforce our identity. Singaporean design is neoteric, yet it blends together Singaporean culture, heritage, humour and sometimes even our passion for food.
How do you intend to contribute to Singaporean design?
I hope to apply design as a strategy for creating service design experiences that are relevant, practical and accessible. I hope to have a part in developing Singaporean design that is differentiated by value, driven by insights and created with people at heart.
Next: 11 Aug, interview with Azelia Ng Wei Zhen.
More about the DesignSingapore Scholarship.