PROJECT SNAPSHOT
MARINA BAY SINGAPORE COUNTDOWN
National Year-End Celebration at Marina Bay
Client
Urban Redevelopment Authority (URA)
Event Period
31 December 2025
Audience Reach
Approximately 515,000 attendees
Project Type
National live event
Public celebration
Large-scale multi-location activation
PROJECT overview
Marina Bay Singapore Countdown is Singapore’s flagship year-end celebration, bringing together residents and visitors across the entire Marina Bay precinct to welcome the new year together. Commissioned by the Urban Redevelopment Authority, the event took place on 31 December and reached an estimated 515,000 people across multiple viewing locations.
Designed as a shared national moment, the countdown required a cohesive programme that worked across a wide geographical area while maintaining safety, clarity, and a consistent experience for audiences gathered at different points around the bay.
The project demanded careful coordination across stakeholders, governing authorities, and partners to ensure smooth execution within a high-profile public environment.
PROJECT continuity
AUX has been appointed to support the Marina Bay Singapore Countdown for multiple consecutive editions from 2021 to 2026, ensuring continuity in planning, coordination, and delivery across changing requirements and stakeholders.
This long-term role allowed the team to refine workflows, strengthen inter-agency coordination, and reduce operational friction year on year.
AUX ROLE
AUX was engaged from the early planning stage, coming on board approximately 11 months before the event to support overall coordination and delivery.
Our scope covered creative support, technical production, content coordination, event management, and logistics. AUX acted as the central coordination point between vendors, partners, stakeholders, and governing bodies to align planning, approvals, and on-ground execution.
The team ensured that all elements were delivered consistently and safely across multiple sites, with clear communication maintained throughout planning, setup, show day, and teardown.
PUBLIC OBJECTIVES
The primary objective was to deliver a cohesive and inclusive countdown celebration for audiences gathered across the Marina Bay area. The client sought subtle yet impactful programming that enhanced the atmosphere without overwhelming the public space.
Safety, clarity, and operational reliability were key priorities, alongside achieving strong marketing and public relations value for the city. The experience was designed to feel immersive and shared, allowing audiences at different locations to feel part of a single, unified moment.
PLANNING AND DELIVERY
Planning began in January, with AUX supporting the project through a full planning-to-execution cycle. Given the scale and visibility of the event, emphasis was placed on coordination, approvals, and clear delineation of responsibilities across all parties involved.
While the creative direction remained intentionally restrained, execution required precise alignment of equipment placement, site clearances, and operational timing across the Marina Bay precinct. AUX worked closely with stakeholders and partners to ensure all installations and setups were approved and positioned correctly.
The production timeline included two weeks of setup, one show day, and one week of teardown. Throughout this period, the AUX team maintained continuous communication with all parties to resolve challenges and avoid duplication of effort.
VISUAL HIGHLIGHTS
Fireworks Moment
The midnight fireworks served as the defining visual moment of the event, uniting audiences across Marina Bay in a shared countdown experience. Carefully coordinated timing and positioning ensured clear sightlines and a strong visual impact from multiple vantage points around the bay.
Marina Bay Cityscape
The Marina Bay skyline provided a natural backdrop for the celebration, reinforcing a strong sense of place. The event design worked with the existing urban landscape, allowing the city itself to frame the experience rather than relying on heavy built elements.
Crowd Experience Across Locations
With audiences spread across the precinct, the event focused on creating a consistent atmosphere rather than a single focal point. Programming and coordination ensured that attendees at different locations experienced the countdown as part of the same national moment.
Our Scope of Work
This project brought together multiple AUX capabilities across planning, production, and live event operations.
Tech Advisory and Support
We provide technical guidance and on-site support for events, productions, and immersive experiences. Our engineers plan system setups, manage equipment integration, and ensure stable operations across audio, visual, lighting, and control systems. This gives partners confidence that every show runs safely and smoothly.
Events and Festival Management
We manage festivals, public programmes, and large scale community events from planning to execution. Our teams handle site layout, logistics, licensing, vendor coordination, safety planning, and show operations. The focus is on delivering clear crowd flow, reliable infrastructure, and engaging experiences for visitors.
Video Production
We produce videos for events, campaigns, livestreams, and virtual production works. This includes scripting, filming, editing, motion graphics, and content designed for LED volumes or XR environments. Our team works closely with clients to create visuals that support their message and audience.
Design
Our design team develops visuals, concepts, stage layouts, and brand assets that support events and activations. This covers creative direction, motion graphics, 3D visualisation, and production ready artwork. The goal is to provide clear visual direction that strengthens both planning and execution.
OUTCOMES AND IMPACT
Marina Bay Singapore Countdown achieved its intended outcomes, drawing strong attendance and positive responses from both the client and the public.
The event recorded an estimated audience of 515,000 and generated approximately $11 million in media value. Feedback highlighted the smooth execution, clear coordination, and the ability to deliver a large-scale celebration without operational disruptions.
Beyond individual event outcomes, the continued appointment of AUX from 2021 to 2026 demonstrates sustained confidence in our ability to manage large-scale national celebrations. Each edition benefited from accumulated experience, clearer coordination, and improved efficiency across planning and execution.
KEY LEARNINGS
The project reinforced the importance of clear role definition and early alignment for large-scale public events involving multiple authorities and partners.
For AUX, the experience strengthened our capability in managing national events that require precision, operational discipline, and the ability to coordinate seamlessly across diverse teams and stakeholders within a highly visible public setting.
