Adrian G.S. Goh, Group Managing Director of Hexogon Solution Pte Ltd, is a name synonymous with innovation in the AV industry. With over two decades of experience, his journey from visual merchandiser to an award-winning leader in projection mapping is as inspiring as it is insightful. In this interview, Adrian shares his path to success, his passion for defying limits, and his vision for the future.

How did you get involved in this industry?
My career began as a visual merchandiser for a luxury brand, where I worked for over a year. This experience sparked my interest in creative displays and experiential design. However, I soon transitioned into freelancing, as I wasn’t able to register my own company at the time. In 1997, I officially established Mozz Creation, focusing on exhibitions, trade shows, and events.
As I sought to expand the business and offer more comprehensive solutions, I began creating in-house departments. For instance, when exhibitions required printing, I set up my own printing division. Similarly, when lighting and sound were needed, I built a dedicated team rather than relying on external vendors. My curiosity and passion eventually led me to projection mapping, a medium I found fascinating for its ability to transform the atmosphere of a show. This passion inspired me to delve deeper into the AV industry, culminating in the creation of Hexogon Group of Companies after more than 12 years in the field. This journey wouldn’t have been possible without the dedication of an incredible team.

Why did you decide to specialise in projection mapping, or was it something you pivoted to later on?
What fascinates me most about projection mapping is how it defies the inherent limitations of light. Physics tells us that light can’t bend, yet this technique allows us to create the illusion that it can. The first time I saw how projection mapping could wrap seamlessly around a 3D object with incredible precision, I was captivated.
With carefully crafted animations, balanced control of ambient lighting, and meticulous planning, projection mapping manipulates perceptions and transforms almost anything into a canvas for storytelling. Even today, I remain obsessed with pushing the boundaries of what’s possible. I’m constantly seeking to map onto iconic or challenging structures, finding new ways to elevate this art form and explore its potential.

What were your goals with regards to Hexogon when you started the company?
Hexogon started as a blank canvas, born out of the many ideas I envisioned during my time with Mozz Creation. My business approach is structured yet adaptable: I recalibrate every five years. This long-term planning allows us to maintain stability and build reserves during successful periods, enabling us to aim for bigger goals in the next cycle. If challenges arise, we’re prepared to adapt and average out over the five years.
This strategy has been a cornerstone of how we’ve survived several global crises, including the recent pandemic. My overarching goal remains: “Keep Moving UP.” With careful planning and focused execution, progress is always the target.

How has the company grown over the years?
Over the past 27 years, we’ve expanded from a small three-person team to around 240 employees across Singapore, Thailand, Vietnam, Japan, and Taiwan. This year our immediate plans include re-starting our office operations in Hong Kong and set-up our office in the Philippines. More is in the pipeline as the economy finally normalises from the post-pandemic hype.

What motivated you to start regional offices?
Establishing regional offices ensures sustainable growth and accelerates returns on investment. More importantly, it enables us to learn from different countries and cultures, fostering a richer flow of creative ideas. This cross-cultural exchange drives innovation and pushes us to think bigger.

Can you share three projects you are most proud of and why?
The Singapore National Day Parades, the 28th SEA Games, and our first ever projection mapping project at NEX Mall stand out as milestones. The projection at NEX Mall, though done free of charge, was incredibly meaningful. It confirmed that we had discovered the right formula for projection mapping.
The National Day Parades began in 2012 with an ambitious goal: to win 10 consecutive tenders for projection. We surpassed that goal, even skipping a year when projection wasn’t required. The 28th SEA Games in Singapore was another pivotal moment, involving 160 projectors on a single canvas. It earned us a Guinness World Record and showcased the possibilities of projection mapping.

What is next for the company?
We’ve explored augmented reality (AR) as part of our future-proofing strategy and will continue to grow it though it’s not our primary focus. We’re also delving into intellectual property (IP) shows, with plans to make our productions more engaging and sustainable. Additionally, we will invest aggressively in AV elements beyond projection mapping and expanding into more countries. Exciting developments are on the horizon.

What continues to spur you on? Would you consider yourself a risk-taker?
The Goh family, the Hexogon family, and my boundless curiosity drive me forward. While some see me as a risk-taker, I’d describe myself as someone who takes calculated risks. I carefully weigh potential outcomes and plan before making any move.

Adrian Goh’s journey from a visual merchandiser to a global leader in projection mapping exemplifies the power of curiosity, innovation, and resilience. With Hexogon’s continued expansion and ventures into new technologies, Adrian’s vision of “Keep Moving UP” promises to redefine what’s possible in the AV industry.