Cityneon, a global experience entertainment company, and Victory Hill Exhibitions have announced a new interactive experience based on the popular Transformers IP. This will debut in North America next summer, followed by a China tour in Q4 2022.

In Transformers: The Experience, visitors will have the chance to test their skills, choosing to be on the side of the Autobots or the Decepticons in their intergalactic battle. The hands-on attraction will immerse guests in the world of the Transformers, allowing them to train with the likes of Optimus Prime and Bumblebee, scoring against Megatron and Starscream.

Immersing visitors in the Transformers universe

The Transformers franchise has fans around the world, across borders and generations, thanks to its films, TV shows, video games, toys, live-action experiences and theme park attractions.

“We have been working with Victory Hill Exhibitions to create an experience that will immerse guests in the Transformers universe and wow them from the moment they enter,” says Matt Proulx, Head of Location Based Entertainment at Hasbro. “We’re excited for Transformers fans of all ages to discover that there’s more than meets the eye at Transformers: The Experience.”

“Hasbro is one of the Group’s first partners in our foray into immersive experiences,” adds Ron Tan, Cityneon’s Executive Chairman and Group CEO. “Our partnership has come a long way and I am excited to see the newly created and multi-million dollar production – Transformers: The Experience premiere in North America and China in 2022.”

For more information about Transformers: The Experience, visit the website here.

Cityneon is also celebrating the premiere of Machu Picchu and the Golden Empires of Peru which opens at the Boca Raton Museum of Art in South Florida this month. This features the largest Andean gold collection ever to travel the world, together with a brand new immersive and interactive VR experience.


CAIRO – 7 September 2021: International exhibitions of Egyptian antiquities promote tourism in Egypt, attracting a large number of Europeans to visit sites and museums in Egypt.

Most of the exhibitions held abroad to exhibit ancient Egyptian artifacts witnessed an unprecedented turnout from visitors who were mesmerized by the charm of the ancient Egyptian civilization.

Recently, Secretary General of the Supreme Council of Antiquities Mostafa Waziri and Director and CEO of the Houston Museum of Natural Sciences in the United States of America Joel Partich signed the protocol for holding the temporary archaeological exhibition “Ramses & the Pharaohs’ Gold”.

ET reviews the details of the exhibition:

The Council of Ministers agreed to hold the exhibition in four international cities. The exhibition’s insurance value amounts to $1 billion.

The first stop of the exhibition is the Houston Museum of Natural Sciences, Texas, USA.

The exhibition will be held in Houston for 6 months, and then move to San Francisco for another 6 months.

At its first stop, the exhibition’s holdings will be displayed in a dedicated hall with an area of 3,000 square meters.

The exhibition in the USA will be held in 3 locations: The Houston Museum of Natural Sciences, Houston, Texas; The De Young Museum, San Francisco, California; and Castle Hall, Boston, Massachusetts.

The exhibition will then be held in La Villette Hall in Paris, France; in Sydney, Australia; and in the London Exhibition Hall in London, United Kingdom.

The exhibition’s holdings highlight some of the distinctive characteristics of the ancient Egyptian civilization, especially during the Middle and New Kingdoms.

These characteristics appear through a group of ornaments, paintings, stone blocks decorated with inscriptions, and statues of deities in the form of birds and animals, in addition to some colorful wooden coffins.

The exhibition will be held from November 2021 until January 2025. The exhibition includes 181 artifacts.


If these creatives have their way, the Singapore of tomorrow will be defined by care, human connection and a little bit of magic.

How can the Marvel Universe shape the liveability and lovability of Singapore?

At first glance, the two are as different as day and night, but listen to Welby Altidor and it is easy to be convinced that there is causality.

Welby is the Group Chief Creative Officer at Cityneon Holdings, an entertainment company that creates large-scale, immersive experiences for people to enjoy.

Of note are the licensing rights it owns to stage exhibitions with partners such as Marvel, The Walt Disney Company and Hasbro.

For instance, it created the Marvel Avengers S.T.A.T.I.O.N¹. where visitors get to interact with popular characters like Iron Man and Thor, as they “train” to become a S.T.A.T.I.O.N. agent.

“One of the most important elements of a thriving city is to have citizens who are inspired, and at the heart of that is a connection with beauty,” explains Welby.

“We create spaces where people can experience a little bit of beauty and be inspired by it in one way or another.” While the definition of beauty is broad and subjective, he feels that fundamentally, it promotes harmony, inclusion and care.

These thoughts are echoed too by Lekshmy Parameswaran, Co-Founder of service design practice, The Care Lab.

“An element that is important for me to feel connected to a city is that there are spaces and ways to nurture the soul,” she shares.

Based in Barcelona, Spain, she is unfortunately too far from any Marvel Avengers S.T.A.T.I.O.N. exhibition but substitutes it with day trips to the nearby natural reserves and beaches.

“It is an incredible experience to be able to find environments within the city to escape the noise and connect with nature.”

Nurturing caring neighbourhoods

It does not stop there; Lekshmy points towards the need to have socially sustainable urban planning and design to increase a city’s liveability and lovability.

Just over five years ago, Barcelona pioneered the concept of a “Superblock”; an urban mobility strategy creating city blocks around which traffic was rerouted and green spaces were included as a means of reducing air and noise pollution, while increasing life expectancy and cleanliness.

A collaborator of The Care Lab, the city council’s Social Rights team also started to integrate social services and create the notion of a “Social Superblock” to enable care teams to deliver support more effectively within a neighbourhood.

“This idea of fair access to services is something that I think is very important. When you see that a city cares for everyone, you want to care back, so it builds a kind of solidarity that I think leads to liveability and lovability.”

On a more tangible note, this means, for example, having childcare or primary healthcare facilities within a 15-minute walkable radius.

It is also about nurturing relationships between people, which is an aspect she feels needs more attention, especially since there are gaps to be plugged.

Lekshmy illustrates how Radars², a community-initiated programme promoted by the city council to target unwanted loneliness among the elderly, is a good example.

“What it does is it looks, on a neighbourhood scale, at the different touch points and services that already exist; in Singapore, it would be the kopitiam that the elderly visit daily.

“The project then engages shop owners and people working in these places to become radars or early detectors of changes in elderly routines.

“They are trained to raise a red flag and connect to social care services and a team of local neighbourhood volunteers who take on this role of befriending.”

She reveals that such social innovation projects are being developed in Jurong in Singapore, with the involvement of the Ministry of Health Office for Healthcare Transformation, whom she hosted some years ago in Barcelona to introduce them to Radars and the Superblocks strategy.

“It is a participatory process; it’s about listening and learning what each community actually is ready and wanting to do and letting them drive the design process. Community engagement as a mechanism of creating solutions is essential.”

In fact, this is not the only connection that The Care Lab has to Singapore.

It is currently working on a new model of palliative care with HCA Hospice Care, the Lien Foundation and Lekker Architects; where HCA’s day-care service experience for launch in a new day hospice – [email protected] – located within the new Outram Community Hospital³.

“It really is a first for Singapore and uplifts what is available in terms of care for people at the end of life,” she explains.

“It repositions that whole experience from being something that we dread to think we, or any of our loved ones, may end up in, to one that nurtures growth, even at the end of life.”

Designing magical moments

There are other ways to demonstrate care for people too.

Even as he designs exhibition experiences, Welby is mindful that he leads a team that needs to be moved and inspired too.

“How do you create amazing work, amazingly, is really fundamental to the way I try to work every day,” he explains.

To him, everything starts with the fundamental notion of caring for people around him; as a creative leader at work, it is about bringing out his team’s abilities and potential to be their best.

His primary goal, at the moment, is to develop Big Lab, the innovation driver at CityNeon he established, focused on shaping the future of immersive entertainment.

To do this, he has been tasked to identify and build a community of creative collaborators from around the world.

Together, they strive towards creating experiences that are highly personalised, memorable, interactive and, most importantly, collectively fun.

“We are really aware that people are looking to accumulate, share and spend social capital on all kinds of platforms.

“In a way, our own entertainment platforms are essentially their broadcast place, allowing people to accumulate some of that social capital.”

Welby feels that the outlook for his industry is an increase in the need for “proximity entertainment”, or opportunities for visitors to drop in somewhere near home to a different world to escape.

When they do, he hopes they feel that they are entering a space where they are treated “extraordinarily well” and “feel good”.

Even as they immerse in the technology and storytelling, he wants them to feel like walls are coming down.

“We think that from a social standpoint, there is an incredible value in creating a few moments of magic, fun and entertainment that bring people just a little bit closer together.”

Designing a better normal

Yet, as the COVID-19 pandemic is still ongoing, that closeness cannot be manifested physically.

It points to how a new normal is needed, and designers should play an important role in defining that, especially when it comes to urban design.

This means shifting the focus to reflection and re-examining purpose. “I know everybody is navel gazing but this idea of finding what it is that you want to contribute is the question that we have to ask.

“There is a tonne of work to be done. Systems have fallen apart that have to be rebuilt. We must have a clear sense of who we are and what we want to achieve,” says Lekshmy.

Part of that reinvention is to reframe the thought process around how to serve people and communities.

Lekshmy adds: “It is about designing solutions and strategies, whether they be toolkits or campaigns, interiors or service experiences, policies or programmes that have those qualities that reflect the social value that we collectively need to bring forth.”

Chan Soo Khian, Founding Principal and Design Director of multidisciplinary firm SCDA feels that architects are also adept at doing this.

“We have the ability to understand and synthesise larger issues, bring them together and offer advice on how to solve them.”

He offers some practical tips by way of generous landscaping in buildings. “I would like to see more sky terraces and the allowance for bigger balconies so Singapore can truly be a green tropical city in the sky.”

He is desirous of a more differentiated sense of neighbourhood within the country, which would celebrate cultural diversity and promote a stronger identity of Singapore’s melting pot heritage.

Welby agrees that going “back to normal” is not an option but instead, is preoccupied with discovering what is a “better normal”.

“How do you bring more beauty to the world?” he asks.

“How do we go beyond being mesmerised by the technicality of technology?

“How do we bring that mindset of innovation towards experiences that are including more and caring for more people?”

He wonders out loud about being inspired to design an event that brings together the beauty of music and the power of video to showcase the unique elements of Singapore within a public space in a safe manner.

“Often in my trade, I say constraint is the mother of creativity. I want to bring people together from different horizons, break open the box and create an unexpected spark,” he muses.

“What if we were to bring music in the middle of a housing estate and suddenly its visual expression could take over and offer a moment of magic to a large number of people?”

And don’t be surprised if in the middle of it all, Iron Man or Thor pops up, because we know our city could do with some tender loving superhero care too.

Welby Altidor, Lekshmy Parameswaran and Chan Soo Khian are part of the President*s Design Award’s 2020 Jury Panel.

About the President*s Design Award (

The award is Singapore’s highest honour for designers and designs across all disciplines and it is administered by the DesignSingapore Council and URA. Lekshmy together with The Care Lab Co-founder, László Herczeg and the National Council of Social Service Singapore, was also awarded the Design of the Year in 2018 for their design strategies to transform the future of caregiving in Singapore.


¹ The Avengers S.T.A.T.I.O.N (Scientific Training and Tactical intelligence Operative Network) was an immersive travelling exhibition that was presented at the Singapore Science Centre from 2016 to 2017 taking visitors on an action-filled journey into the Marvel cinematic universe.

² Radars is a community-driven programme promoted by the Barcelona City Council from 2008 together with networks that consist of neighbours, shops, pharmacies and other groups within neighbourhoods to reduce the risks of isolation and social exclusion among the elderly and to make neighbourhoods a safe and friendly space for them.

³ The Outram Community Hospital is located beside the Singapore General Hospital, with 500 of its beds earmarked for general rehabilitation and sub-acute patients. The remaining is allocated to palliative care patients. The hospital focus on optimising patients’ recovery through rehabilitation, even as they receive inpatient care. This is integrated into the structure of the hospital, with rooms for practising rehabilitative exercises joined to the wards, and facilities that help with developing patients’ abilities.


Singapore-based Cityneon Holdings has just announced another major historical artifacts exhibition, just weeks after revealing its foray into the artifacts space with “Machu Picchu and the Golden Empires of Peru.” Come November this year, the Houston Museum of Natural Science and Cityneon will debut an exhibition of 183 pieces of rare artifacts from ancient Egypt that focuses on the almighty pharaoh, Ramses The Great.

In December 2020, the exhibition was approved by the Egyptian Cabinet and the decree was signed by Egypt’s Prime Minister Mostafa Madbouly. The news had been widely received by the Egyptian public, with Egyptian media proclaiming that the exhibition will showcase “the most prominent and unique historical Pharaonic holdings.”

These 183 pieces of rare artifacts will be featured in the inaugural exhibition titled “Ramses The Great and the Gold of the Pharaohs” and the exhibition will open in Texas at the Houston Museum of Natural Science.

Ramses II, also known as Ramses The Great, ruled for 66 years, which was the second longest reign in ancient Egyptian history. Because of his long rule, Ramses II is thought to have amassed one of the largest and richest burial chambers and is regarded as the most powerful pharaoh of the New Kingdom, the most celebrated period of ancient Egypt.

The exhibition is expected to attract large crowds as evidenced by previous showcases of Egyptian treasures worldwide. In 1986, a touring exhibition on Ramses II sold a record of about 5 million tickets. As recent as in 2019, when “Tutankhamun: Treasures of the Golden Pharaoh” was exhibited in Paris, it broke the French visitor record with about 1.5 million visitors. Egyptian expert Gamal El-Din Mokhtar once said that the Ramses II exhibition had exceeded the experience from the Tutankhamun exhibition by being “more exemplary archeologically, historically and culturally than the treasures of Tutankhamun.”

In 2021, “Ramses The Great and the Gold of the Pharaohs” should be even more exciting than the past showcases. The exhibition boasts the first virtual walk-through of Ramses II’s famous temples and will include a first full-length documentary ever produced on Ramses II’s tomb for this tour. Details of the documentary will be released later.

Ron Tan, executive chairman and Group CEO of Cityneon, says, ” The priceless artifacts in our care, as well as being given exclusive access to Ramses’ tomb allow Cityneon to stage an authentic and exhilarating recount of his life. This is the first time after 32 long years that people all over the world will have a chance to get up close to the life of the greatest pharaoh of all times. From the record-breaking sales of about 5 million tickets from the Ramses II exhibition in 1986 to the recently achieved visitorship for the King Tutankhamun exhibition in Paris in 2019, we are confident that ‘Ramses The Great and the Gold of the Pharaohs’ will be another record-breaking feat.

“Cityneon is thankful to work with partners as established as the Houston Museum of Natural Science and the World Heritage Exhibitions, and we are also honored to have the support of the Egyptian government,” Tan continues. “I am very excited for the Cityneon team to showcase these remarkable pieces of artifacts to the world.”

Joel Bartsch, president and CEO at Houston Museum of Natural Science, says they are honored to be launching the exhibition with Cityneon and World Heritage Exhibitions and they believe the Groups’ extensive experience in exhibitions would lead to an engaging showcase. “All three teams have great track records and we are confident that the 183 pieces of Egyptian artifacts will captivate visitors from around the world. We look forward to hosting visitors from Houston, the nation and beyond at this historical, educational and immersive exhibition,” says Bartsch.

Anthony Tann, president of World Heritage Exhibitions, adds, “We are extremely honored to partner Cityneon for yet another artifacts exhibition. I am confident Cityneon will bring their incomparable expertise to the table and bring alive the treasures of Ramses II to cities across the world, welcoming the many millions of visitors globally.”

Cityneon has assembled an experienced team who would be able to handle these precious historical treasures and launch the exhibition across the globe. The Group is also riding on its expertise in the curation of intellectual property experiences to build up their capabilities in the artifact exhibitions arena. Cityneon now has two global and major artifact-related intellectual property and has plans to acquire more historical artefacts IPs, with one from Asia expected in 2021.

With its global reach and international partnerships, Cityneon has the capability to serve its clients anywhere in the world. Cityneon was listed on the Mainboard of the Singapore Stock Exchange since 2005, and was privatized on February 2019 by West Knighton Limited, a company wholly owned by Cityneon’s Executive Chairman and Group CEO, Ron Tan, together with Hong Kong veteran entrepreneur and investor, Johnson Ko Chun Shun. Johnson is a capital markets veteran and has held controlling interests and directorships in many listed companies. In May 2019, Cityneon welcomed CITIC Capital as a new shareholder, who holds approximately 10% shares in Cityneon. CITIC Capital is part of CITIC Group, one of China’s largest conglomerates, and has over US$29b of assets under its management across 100 funds and investment products globally. Other institutional shareholders of the Group include EDBI – a Singapore government-linked global investor, and Pavilion Capital – a Singapore-based investment institution which focuses on private equity investments, that made strategic investments in August and October 2019 respectively, to support the Group’s further expansion globally.

Founded in 2020, the World Heritage Exhibitions team has a combined 50 years of experience producing, promoting, and designing the biggest blockbuster exhibitions in the world. Their mission is to be the world leader in cultural experiences, producing the finest quality experiences that captivate, educate and inspire people throughout the world. For more info, visit

The Houston Museum of Natural Science—one of the nation’s most heavily attended museums—is a centerpiece of the Houston Museum District. With four floors of permanent exhibit halls, and the Wortham Giant Screen Theatre, Cockrell Butterfly Center, Burke Baker Planetarium and George Observatory and as host to world-class and ever-changing touring exhibitions, the museum has something to delight every age group. With such diverse and extraordinary offerings, a trip to the Houston Museum of Natural Science, located at 5555 Hermann Park Drive in the heart of the Museum District, is always an adventure. For more info, visit