September 2015
The TAG Heuer Art Helmet Design Competition was the Swiss luxury watchmaker’s first partnership with a local educational institution, and one that was marked by great catalytic energies.
In 2015, a total of 77 students from LASALLE’s Diploma in Design Communication were invited to take on the challenge of designing a race helmet that captured the essence of TAG Heuer’s racing spirit and motorsport history, the personality of TAG Heuer’s brand ambassador F1 driver Jenson Button and the electric mood of the Singapore Grand Prix.
38 inspired designs were conceived by the students; of those, 18 were displayed at Wisma Atria, where members of the public could vote for their favourite design.
Diploma in Design Communication students Shannen Loh and Rachel Leow were the ultimate winners, as selected by F1 driver Jenson Button, TAG Heuer’s brand ambassador, as his personal favourites. Both walked away with brand new TAG Heuer watches. They also got up close and personal with the superstar driver at the TAG Heuer #DontCrackUnderPressure Art Helmet Design contest during F1 season 2015.
