National Day Parade’s AR Spectacle
Singapore’s first National Day Parade show to incorporate broadcast augmented reality offered a glimpse of how the city-state is integrating immersive technology into mass cultural events. The activation, developed by local multimedia company Anomalyst Studio and show production company The Show Company, showcased rain weather effects, a levitating mirror-ball, and a dance of a hummingbird, combining mass display with film and animated content. An estimated six-figure sum was invested in the broadcast AR system, covering software licences, hardware, content development, and live operations. The creative team produced lifelike visual illusions across an outdoor floating stage area covering more than 5,000 square metres, a feat typically achievable only in indoor studio settings. A 3D one-to-one scale of the stage environment was built to ensure visual fidelity and realism, using 360-degree video capture to sample lighting conditions and reflections. The project took six months to develop, reflecting the complexity of integrating real-time augmented content with live performance at scale.
Southeast Asia’s Largest Suspended LED Sky Screen
Singapore is also preparing to host the largest interactive, suspended LED sky screen in Southeast Asia. The screen, set to be approximately 200 metres long, will be integrated with smart digital technology and immersive media systems, serving as a new attraction that can screen live concerts and support gamification for metaverse applications. The Place Holdings, building the screen in collaboration with Stellar Lifestyle, plans to invest about SG$20 million in the project, with completion expected in approximately one and a half years. The initiative follows the model of a similar sky screen in Beijing and signals Singapore’s ambition to embed immersive media infrastructure into public spaces rather than confining it to dedicated venues.
Futurealistic Studio and the Brand Experience Economy
On the production side, Oceanus Media Global has launched a SG$5 million immersive media studio known as Futurealistic Studio, designed to help businesses create customised immersive productions. The studio blends extended reality (XR), augmented reality, mixed reality (MR), and virtual reality (VR) into what the company describes as a singular customised virtual experience tailored to brand visions. Live streams and broadcasts can be augmented with motion capture equipment to create immersive and interactive digital concerts in the metaverse. The studio has worked with brands including DBS, Disney, HP, Marina Bay Sands, Netflix, Maybank, Razer, Singtel, and Singapore Airlines, indicating that immersive media is transitioning from experimental marketing to core brand strategy. Oceanus Media Global plans to expand its team of 50 by half within two years, a signal of confidence in sustained demand for immersive content production. Together, these developments—broadcast AR at national events, permanent immersive infrastructure, and a growing production ecosystem—position Singapore as a regional leader in the application of augmented and mixed reality to live entertainment and public spectacle.
