GIC opens the vault on Singapore’s financial future

GIC is opening the doors to its first public exhibition, turning the story of Singapore's reserves into an immersive experience designed to make long-term investing and financial concepts more accessible to young Singaporeans.

Created in partnership with BBH Singapore, "The secret vault" marks GIC's 45th anniversary and takes visitors through six interactive chambers exploring the history and thinking behind safeguarding and growing Singapore's reserves.

Running at New Bahru's School Hall until 1 November, the exhibition uses games, simulations and multi-sensory installations to unpack concepts such as inflation, market volatility, risk and long-term investing.

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Among the experiences is the "Archive", where visitors can discover how a single torn dollar bill played a role in Singapore's financial history. Meanwhile, the "Weather room" translates 45 years of market volatility into changing conditions including sun, wind and rain, alongside a whirlwind of historical headlines.

Visitors can also put their understanding of inflation to the test through a grocery shopping simulation at the "Global inflation hypermart", before navigating hidden risks in the "Steward's gardens". Elsewhere, the "Globe" spotlights recognisable brands within GIC's global portfolio.

The experience concludes with "Reserves of tomorrow", where visitors can reflect on their hopes for the future and add them to a digital horizon.

The exhibition was designed around younger Singaporeans' appetite for discovery and immersive experiences, with the aim of turning a topic that can often feel distant or complex into something visitors can experience firsthand.

Supporting "The secret vault" is an integrated campaign spanning digital, social and out-of-home (OOH) channels. Outdoor placements have been rolled out across trains, stations and bus stops in areas with high footfall among young Singaporeans, alongside digital advertising on Meta and TikTok.

GIC has also tapped creators to generate content around the exhibition, with the partnership aimed at driving interest while demonstrating the relevance of the sovereign wealth fund and its work to younger audiences.

"Reserves management isn't an everyday topic for most young Singaporeans. 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," said Janson Choo, executive creative director at BBH Singapore.

"The best way to understand long-term thinking is to experience it," he added.

GIC's push to make financial concepts more relatable to younger Singaporeans comes as other financial players have similarly been experimenting with creative ways to engage the demographic. In July, financial services group PhillipCapital used its investment platform POEMS to turn poetry into a metaphor for investing in a campaign aimed at younger investors.

Created with social media agency Epic Dialogue, "Invest in something that lasts" drew parallels between writing poetry and building an investment portfolio, with both requiring intention, patience and a long-term perspective. Its 90-second hero film featured Singapore typewriter poet Adam Tie, better known as @thenovelencounter, and drew on his own journey from finding investing intimidating to eventually taking the leap.

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