Artist Representation for Brand Ideas
We dream with our contemporaries - the poets, artists, filmmakers, architects, and explorers from different worlds. Together, we develop cultural strategies and design narrative structures to create authentic brand moments that ignite the imagination and resonate with real people.
Principal
Michelle Lim (PhD, Princeton University) is a cultural strategist and independent curator based in Singapore and New York. For over two decades, she has worked at the intersection of culture, commerce, and academia—building creative partnerships with public institutions, private philanthropists, brand agencies, and artists. She is an alumna of the Whitney Independent Study Program and a recipient of the Andrew W. Mellon Postdoctoral Curatorial Fellowship.
At GroundFire, Michelle draws on her multifaceted background in advertising, diplomacy, and academia to design strategic brand collaborations with artists and designers from across Asia. She specializes in crafting evocative narratives that resonate with our times—ideating and directing cultural productions, from exhibitions and films to publications, podcasts, or thoughtfully designed objects.
Michelle believes that when brands collaborate meaningfully with artists, they do more than tell beautiful stories—they shape our cultural imaginaries and leave lasting legacies.
Explore Our Art Worlds
Digital Art
Digital artists transform millions of pixels into magical brand collaborations.
Film
Filmmakers bring the visual language of the cinema into re-imagining brand stories.
Curatorial Projects & Communities
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![View from Singapore Flyer]()
How to Live a Meaningful Life
Singapore, 2025
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![Artist San scooping ceviche at host Soraya's house]()
Eat & Crit - Stories about Food, Art and Communities
Paris, 2015
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![Emily Roysdon, The Piers]()
Undercurrents: Experimental Ecosystems in Recent Art
New York, 2010
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![St James Power Station by Francois Antoine Saverias]()
Visions & Illusions: Reconstruction of a City
Singapore, 2004
About
Services
Artist + Brand Collaboration (ABC)
Workshops + Events
Design + Production
Locations
New York
Singapore
Recognition
Media Mention
Grants & Sponsorship
Multidisciplinary Collaboration
Clients
Mom
Pops
Dog
Let’s Talk
From storytelling to immersive experiences, we work with artists to invigorate brand ideas.
GroundFire
graʊnd ˈfaɪər
Curatorial strategies to forge resonant brand memories through collaborations with unorthodox thinkers and creative producers
An invisible slow burning wild fire that steadily breaks down surface humus into natural fertilizer, transforming plant debris in a sustainable ecological process
Precision gunfire aimed from the ground, protecting sovereign territory from airborne threats
