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"I think the concept of HYPE is a really positive step forward for showcasing emerging artistic talent. It is art by the people for the people."
— photographer Rob Thompson
In February 2004, HP put out a call for submissions from budding artists, graphic designers, and filmmakers to contribute to an experimental exhibition in London's East End.
Armed with a simple brief — 'What's in your head?' — participants were asked to submit works digitally. Pieces were then printed out in 40x60 inches (76x152 cm) glory and displayed free of charge at the old Truman Brewery in Brick Lane.
The experiment proved to be a major success. Over four weeks 9000 people visited the HYPE gallery, viewing 1100 pieces of work, including 54 film clips. Another 75,000 visitors hit the online version of the gallery.
HYPE then moved to Paris in November 2004 and came through with as much success.
Now HYPE has found its way to Singapore and until this August artists from around the region have the rare opportunity to have their works exhibited for free.
The first city in Asia to stage the event, the Singapore version of HYPE comes with a couple of twists and a deep level of involvement with the local arts community.
HYPE in Singapore is organised by HP, in partnership with The Arts House who provides the gallery space for free, and is co-funded by the Creative Community Singapore (CCS) programme, a government initiative to encourage creative industries. HP is the technology provider behind HYPE.
Exhibitors at HYPE Singapore can sell their artwork to interested buyers. A percentage of the sale proceeds will be donated to the Budding Artists Fund, which is managed by The Arts House, to reach out and provide opportunities to underprivileged children and youth who have innate artistic gifts.
Selected works will receive critique and insights from a creative panel, drawn from Singapore's art, design, film, photography and academia community.
According to panel member Ahmad Mashadi, the senior curator of the Singapore Art Museum, HYPE is one of the few art events that truly allows public participation.
"HYPE allows a meeting of diverse attitudes and aesthetic approaches — street, hip-hop, cutesy, formal, whatever. It can potentially capture the immediacy and potency of the present, with images that are honest, direct, and raw. "
Artists contributing works must include the letters H, Y, P and E in the titles of their pieces. Some of the creative monikers offered so far include, 'Thy Perception', 'Hypnotising Perspective', and 'Have fun in Your Personal Escapism'.
As new pieces are submitted and old pieces are rotated out, the HYPE gallery will become a living, breathing space for the artworks.
Paul Chan, Senior Vice President & Managing Director, Hewlett-Packard, Asia-Pacific & Japan, said, "Supporting the arts in Singapore is one of the ways HP can contribute to the nation's creative fibre."
"We want to engage the local artistic communities by providing them with the tools and the imaging and printing technology that will enable them to find creative self-expression. The project in Singapore brings together technology, arts, and entrepreneurship." he added.
The artists agree.
"It's tough and expensive in Singapore to showcase our artwork… there are so few channels around," said exhibitor Ng Chuan Hock.
"Therefore, it's a definite plus HP is organising HYPE. Everyone should come forward and submit their artwork."
Added artist Wendy Tan, "HYPE is an interesting way of getting awareness for those of us who are dying to share our works with others. I think the exposure for those of us exhibiting our work is really wonderful."
According to HP, the goal of HYPE is to enable young talent to harness the benefits of the next generation of digital graphics technologies, which are increasingly playing an integral part in the creative process.
For instance, in order to reproduce the artworks for HYPE, a range of HP's color imaging and printing devices are utilised. The HP Designjet 5500 prints off large format work in 40x60 inches, and the HP Designjet 130 and Designjet 90 reproduce prints for sales — with HP patented inks and paper
Film clips are screened using HP ep9012 Instant Cinema Digital Projector, which delivers a close to exact replica of the incoming video and graphic signals.
In conjunction with HYPE Singapore, HP has also launched its first-ever end-to-end print shop for businesses and individuals called the HP Print Station. HP Print Station is the only print shop to be fully HP-enabled, catering to different types of printing needs and offering a unique, secure web-based printing model. HP Print Station manages the printing of all submitted artwork and provides essential print services that make HYPE possible.
HYPE gallery in Singapore runs from July 9 to August 3 at The Arts House, 1 Old Parliament Lane. Print art work is also exhibited at the National Library at 100 Victoria Street, from July 22 to August 21. To view the online gallery, buy artwork or for submission details, visit http://www.hypegallery.com.sg 
HYPE has also found its way to Russia and runs from July 1 through 29 at the ARTPLAY Design Centre in Moscow. For details visit http://www.hypegallery.ru
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