Over time, fast-paced technological advancement has influenced museums to step out of their spaces to host events and expand their reach virtually. This phenomenon is more prevalent during the peak of COVID-19 due to the imposed restrictions on spaces and physical proximity. As digital placemaking continues to advance, museums worldwide are no longer restricted to their websites but instead have access to innovative technologies and platforms such as Google Arts & Culture (GAC), virtual reality (VR), and augmented reality (AR).

This presentation aims to critically analyse the museums' digital curation process for GAC. It answers how museums in Singapore maximise their technological capabilities and contribute towards the respective branding for their cities, even while establishing their global brands and improving user experience. The limitations of GAC will also be explored for museums to understand how they could better navigate the platform to their advantage.