Kneading Connection

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Kneading Connection

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Competition: SG50 'Local Champions, Global Leaders'

Award
Second Place under University level in Category "A"

Kneading connection is a joint effort project with Tan Seng Kee (TSK) Foods in celebrating its involvement as a part of Singapore’s heritage in this jubilee year. The embroidery line work threads on the tradition of noodle making that correlates the connection of each other’s strength (flour) and differences (water) in multiculturalism. The kneading process reflects the progression of how TSK has grown through the years hand in hand with Singapore. The progression demonstrated tradition hand motion and movements, along with patience, that is required to kneading a great nation. In the uniquely fifty designs, it focuses on diversity food culture, which highlights the importance of balance and harmony.

In this celebratory year, 5MUSE and TSK Foods would like to share the gift giving spirit through the wide selection of exclusive designed postcards. To unveil interesting information, audiences are encourage to peel off the postcards and read more about the fun facts of the company, Singapore and the food culture.

The installation is meant to engage with audiences, hoping to pass on the collaborated company's emphasis on family values as well as noodle heritage through their motto "Sharing Good Times", to tribute the progression of the company while growing along with Singapore in the Jubilee years.

When the company first establish, the method of noodle making is as traditional and conventional, by hand kneading, which is presented through the embroidery line work. The backdrop is made-to-measure from a total of 60 rice flour sacks to gives off a raw feeling to allow audience to feel the flour presence in the tradition style of noodle making.

However, as the company grow and progresses along with Singapore's economy, it moved forward and innovated a technology which have transform its noodle production from hand labour to machinery production. It involves pasteurising fresh noodles that allow the noodles to extend their shelf life, which is healthier and organic too. Hence the postcards shows the company in its present state which have followed Singapore's progression in its developments.

There are a total of 50 self-illustrated designs exclusively to tribute to the company's identity as a part of Singapore. The colours are the corporate colours of their noodles packaging and the illustrated content are the emphasis of "Sharing Good Times" and celebration of its growth through multiculturalism.