Have you seen these giant lobsters on Tanjong Beach?

On a sunlit stretch of Tanjong Beach, Sentosa, an 8-metre ice-cream sculpture towered over the sand, immediately drawing the eye. Three oversized inflatable sea creatures floated nearby, their bright colours adding playful touches to the scene. This was "Lobster Beach", British pop artist Philip Colbert’s public art activation, presented by Mastercard and supported by Sentosa Development Corporation.

Part of the multi-site exhibition "Philip Colbert × Aruta Soup: Playscapes of Dreams" at Whitestone Gallery Singapore, Lobster Beach brought Colbert’s pop-surreal universe into a public, leisure-focused context. Unlike the gallery, which offered intimate, contemplative encounters, the beach transformed the everyday seaside into an interactive playground. Visitors paused, explored, photographed, and shared moments with friends and family, blending art, leisure, and social engagement. 

"Lobster Beach extended the narrative of Philip Colbert’s gallery exhibition by translating its themes into an open, public context," said Priscilla Quek, manager, Whitestone Gallery Singapore. "The beach installation offered an alternative mode of engagement—one that is relaxed, inclusive, and embedded in everyday life."

Don't miss: UNIQLO flips Tanjong Beach Club into an invite-only European getaway 

From playful spectacle to strategic brand activation

The choice of Tanjong Beach allowed for scale, motion, and accessibility. The central ice-cream sculpture, standing eight metres tall and six metres wide, evoked childhood nostalgia and indulgence, reflecting the playful spirit of the beach. The inflatable sea creatures added vibrant surprises without obstructing movement, ensuring the activation enhanced the space rather than interrupted it.

"The beauty of art is that it crosses mediums and boundaries. As one of Singapore’s most iconic beaches, Tanjong Beach’s scenic backdrop and a sense of openness was thus a perfect canvas with a myriad of possibilities for creative activations. Lobster Beach was the perfect showcase to illustrate endless discovery on the island," said Michael Ma, assistant chief executive, business and digital technology group, Sentosa Development Corporation.

The installation was complemented by three 5-metre inflatable sea creatures, their bright pop-art palette contrasting vividly with the sand and sea. "Their bright, pop-art palette contrasts with the natural surroundings of sand and sea, creating moments of surprise and delight without obstructing movement or leisure activities. This balance ensured the activation enhanced the site rather than interrupted it," explained Quek.

Lobster Beach wasn't just a public art activation. It was also a strategic extension of Sentosa’s brand as more than a leisure destination, said Ma. By bringing Philip Colbert’s gallery exhibition outdoors, the island turned sun, sand, and sea into a dynamic stage for experiential marketing, creating moments that were visually striking, shareable, and memorable. Colbert’s inflatables, alongside the ice-cream sculpture, acted as multiple touchpoints for engagement, encouraging footfall, content creation, and brand recall. All of which were essential elements in modern experiential marketing.

Furthermore, the activation built a bridge between the gallery and the public space. While Whitestone Gallery’s "Temple of the Sunflower" and Aruta Soup’s "Shuffle" offer curated, contemplative encounters, Lobster Beach encouraged playful, spontaneous interaction. Together, the two sites created a multi-platform engagement strategy, inviting audiences to move between spaces, extend dwell time, and strengthen their connection with both the art and Sentosa as a cultural brand.

Sentosa as a cultural hub

Beyond Lobster Beach, Sentosa cultivated its position as a destination where arts, culture, and entertainment intersect. Past collaborations, from Thomas Dambo’s "Explorers of Sentosa" to Sensoryscape performances and global acts such as Nogizaka46, reflected a multi-tiered approach: leveraging art and culture to attract new audiences, create shareable content, and align the Sentosa brand with sophistication, creativity, and discovery.

"Sentosa is the ideal location where arts, culture, and entertainment converge. Whether it be our pristine golden sands that can provide an unconventional backdrop for artistic works, or the vibrancy of our venues such as Sensoryscape, that can serve as the ideal stage for dynamic performances, we look forward to future collaborations," explained Ma. 

The beach activation ran until 15 February 2026, with the gallery exhibition continuing at Whitestone Gallery Singapore until 14 March 2026. Exclusive Mastercard privileges, including discounts and curated experiences, further extended the partnership narrative, blending commerce with culture.

Related articles:  
Mickey and Minnie Mouse join King Mu’s eight steeds in Sentosa’s CNY spectacle  
Sentosa evolves brand to inspire wellness and balance with new campaign  
MCM, Amara Sanctuary brings Milan to Sentosa with pet-friendly experience