Michael Lee loves people. He especially loves bringing people together, making sure they have fun, catching up, and laughing with one another. As Founder and CEO of homegrown edutainment company Hustle & Bustle (H&B), he also happens to be highkey amazing at it.
“Knowing that what I do has given people value, moments, and takeaways, and has made a difference in their lives, makes me very proud, whether as an educator or an entrepreneur,” says Lee. He has a bachelor’s degree in science from NTU and taught mathematics at Yu Neng Primary School for four years before setting up H&B in 2017.
Lee’s first project, the inaugural Fullerton Concours d’Elegance (2018), drew over 30,000 visitors from around the world with its showcase of more than 90 classic cars, supercars and hypercars.
His next, “Dale Chihuly: Glass In Bloom” (2021), displayed over 100 of the acclaimed multimedia artist’s awe-inspiring glass installations and pedestal sculptures in the lush environs of Gardens by the Bay. The exhibition attracted more than a million visitors, prompting Lee to introduce a virtual experience that allowed audiences worldwide to immerse themselves in Chihuly’s kaleidoscopic world.
While “Van Gogh: The Immersive Experience” (2023) welcomed a more modest 370,000 visitors, it was widely praised for its stunning 360-degree digital projections —most notably of ‘The Starry Night’ —and its transportive VR journey through dreamscapes inspired by the artist’s works.
Both “Dale Chihuly” and “Van Gogh” clinched Experience Design honours at the Singapore Good Design Awards (SG Mark), recognised for excellence in inspiration, empathy, value, and a commitment to ethical and sustainable practices.
“We didn’t set out to fill any gap in the market per se. We were trying to do something different, something unexpected, something original, something that would help reach new audiences,” Lee says.
“We knew, for example, Gardens by the Bay was already popular with people who love nature. But how do we get others, for example, people who love art, to go there too? That became our problem statement, which we set out to solve with the Dale Chihuly exhibition.”
Folks at the Gardens were clearly pleased. In December, H&B’s Imba (Immersive Media Based Arts) Theatre will open on the West Lawn. Leading its launch is a showcase of Fernando Botero, the Colombian artist esteemed for his corpulent figures.
As a result of support from partners both here and overseas, this 20,000-sq-ft state-of-the-art black box will become Singapore’s go-to for multi-experiential art events. In his press release, Lee declared that it will “cement Singapore’s position as a global cultural hub”.
Such a mighty ambition for a young company, but this ENFP (or “Campaigner”) is prepared for the challenges ahead. It helps that he handles criticism gracefully: “I like to see it as an opportunity to improve. We never position ourselves as the best; we don’t need to be the best, but we can build a platform to bring in the best. If we achieve that, I would have done my job.”
Lee doesn’t just learn quickly—he learns deeply too. There’s a glint in his eye as he reflects: “With the ‘Van Gogh’ exhibition, the space came before the idea; it was the opposite with ‘Dale Chihuly’… It helped me hone my thinking as a placemaker, identify the weaknesses of the space and turn them into an advantage. In a very long and windy corridor, we had paintings or interactive elements… People forgot where they were or how long they’d been there.” This kind of spatial storytelling is what he wants to keep refining with Imba.
Pushing Beyond Boundaries
With his next venture, BeyondX Living Lab & Incubation Space, Lee is building a platform for the next generation of innovators. His goal is to foster an ecosystem where startups can connect and collaborate with technologists, designers, researchers, and investors. The space will offer not just community, but also the resources, mentorship, and strategic support needed to accelerate their growth.
What excites Lee most is the potential for the BeyondX community to develop solutions that tackle everyday challenges in meaningful ways. Technology, he emphasises, should empower people and foster greater connection. He cites the Parking.sg app as a simple yet powerful example—“so they can go to shopping centres, parks, and coffee shops, [and see how they] can really benefit from the use of technology in their lives”.
“I’d like to see it as an opportunity to improve… we don’t need to be the best, but we can be a platform to bring in the best.”
Michael Lee, on dealing with criticism
“All our members come from different sectors, such as education, events, and research, and play different roles to elevate our work. Some of us create products; some offer advice, and others, programming,” he says and pauses before he considers, “I think we must have an entity like a+ in BeyondX to shine a light on accomplished technopreneurs.”
BeyondX is a joint venture between H&B and Ong&Ong. Lee first met Ong Tze Boon, the latter’s Group Executive Chairman, at “Dale Chihuly”. “I like entrepreneurs with the can-do attitude. Michael’s got this can-do glow about him—no mountain too high!” says Ong.
“It’s not about how smart he is, but rather the spirit inside him that sparks. I like his ideas, speed, and agility. He has an innate ability to put things together. I’m not the best person at events, so I found Michael.”
Lee has been tasked to oversee BeyondXpo, where members will present their services and solutions to a global gathering of innovators in Singapore this October. Both men see it as fertile ground for conversations that could spark the next wave of tech breakthroughs.
We are tempted to peek at his Google calendar, but photographer Wee Khim reminds us that we are losing sunlight and need to get on with the shoot. So we press on: how does he decide when to say yes or no?
“To be a 100 percent entrepreneur, I can do 100 road shows using the same template, which makes most sense commercially. But what I actively seek are projects where we can create an inclusive platform and make the experience meaningful for people from all walks of life.
“The educator in me wants to tell a good story and reach new audiences. I also consider myself and my family as the audience: does an event offer takeaways for both young and old?”
INDULGENCE VS RESILIENCE
Fatherhood—he has two girls, seven-year-old Aerin and five-year-old Aria—has made him a better man. He smiles at the mention of his “AA baby batteries” (according to his post on Instagram): “It’s made me more patient with the people I work with. I started to ask, how would I want my child to be treated? How I treat others is how I want my kids to be treated. That’s the biggest change in me before and after becoming a dad.”
Between discipline and indulgence, he readily veers towards the latter. We hear an almost sheepish chuckle before he explains, “Last night, Aerin wanted to sleep with us. For my wife, it was a big ‘No’, but she persisted. When I saw that she was about to cry, I caved. My wife ended up having to sleep in the kids’ room!”
But he doesn’t pamper them, he insists. Resilience is a value he makes an effort to impart because he wants them to understand that life comes with its own challenges. “They need to grow up being able to embrace failure and learn to overcome it when it happens,” he says.
This and other soft skills such as creativity and confidence will allow them to navigate a future grappling with issues such as war, climate change, and mental health. “As a student, I was always told what I should and should not do. Like, I was told not to pursue my dreams but to be more pragmatic instead. I’d advise the younger generation to identify their purpose and go out there to live their dreams. Even in failure, at least there will be no regrets.”
This being a+’s Expression issue, our conversation turns to the subject of creativity. How has he managed to break out of so many boxes?
He says quietly, “I always ask myself: is there a box? Why is the box there? Why can’t it be a circle? If a box existed, it must have been drawn with the knowledge from that specific moment. The key to producing new solutions is to draw new boundaries with new knowledge. From this POV, I’d say, there wasn’t even a box to begin with!”
It must be difficult to find balance between creativity and authenticity, we challenge. “I’d like to think it’s important to be sincere in treating people. It simply requires us to better understand and connect with those around us.”
As our time together comes to a close, we squeeze in one final question. What does success mean to him? “The ability to live my life the way I want to. That means more joy and more confidence.”
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Photography Wee Khim
Styling Chia Wei Choong
Hair Aung Apichai, using Tom Ford Beauty & Kevin.Murphy
Styling assistant Annalisa Lim
Photography assistant Ivan Teo
