Singapore’s sovereign wealth fund has opened its first public exhibition, and it looks less like a finance lesson than a themed journey. BBH Singapore has partnered with GIC, the world’s first non-commodity sovereign wealth fund, to launch The Secret Vault, a free multi-sensory experience marking the fund’s 45th anniversary.
Housed at New Bahru’s School Hall, the exhibition runs from October 10 to November 1, 2026. Visitors register for timed slots online, and entry is free.
Why GIC chose a walk-through instead of an explainer
GIC manages Singapore’s reserves, a subject that can feel distant to younger audiences. The exhibition leans into the discovery-led and immersive formats this group already enjoys, turning financial history into physical interaction.
“Reserves management isn’t an everyday topic for most young Singaporeans,” said Janson Choo, ECD at BBH Singapore. “So rather than explain GIC, we wanted people to walk through it: to shop against inflation, stand in the storm, find their way through risk, and watch patience bloom.”
The strategic wager is that long-term thinking is easier to grasp when visitors can feel it. For a sector that usually communicates through reports and official statements, an experiential route is a noticeable change in tone.
Inside the six chambers
- Archive: a torn dollar bill opens the story of how small moments shaped Singapore’s financial history.
- Weather Room: sun, wind, rain and 45 years of headlines make market volatility tangible.
- Global Inflation Hypermart: a grocery shopping game simulates the impact of inflation.
- Steward’s Gardens: a maze of hidden risks leads to a lesson in patience and long-term growth.
- Globe: visitors can spot recognisable brands from GIC’s global portfolio.
- Reserves of Tomorrow: a digital horizon lets visitors write and secure their hopes for the future.
The campaign beyond the venue
BBH Singapore created an integrated campaign across digital, social media and out-of-home to draw younger Singaporeans in. Outdoor ads appear across trains, stations and bus stops in high-footfall locations, while digital advertising runs on Meta and TikTok alongside creator partnerships aimed at building relevance with younger audiences.
The mix is a useful template: the venue supplies depth, while the digital and creator layer supplies discovery and scale.
What marketers can borrow
The Secret Vault uses a simple principle: show, don’t tell. For dry or abstract categories, a physical or interactive moment can lower the barrier that explainer content cannot. Keep the experience low-commitment, let visitors register easily, and pair the live format with targeted amplification.
Source: MediaNews4U
