e.x.i.t. into a world of powerful and engaging experiences
TRANSCRIPT
Total Brand ActivationE X I T i n t o a w o r l d o f p o w e r f u l a n d e n g a g i n g e x p e r i e n c e s
EXIT in to a Wor ld of Powerfu l and Engag ing Exper iences
i s a c o m p r e h e n s i v e s h o w c a s e o f P I C O ’ s w o r k f r o m a r o u n d t h e g l o b e . A l w a y s i n n o v a t i v e a n d
b r e a t h t a k i n g i n t h e i r s h e e r a m b i t i o n , t h e s e e v e n t s , e x h i b i t i o n s , t h e m e d e n v i r o n m e n t s a n d i n t e r i o r s
t o g e t h e r e v o k e t h e f u l l s p e c t r u m o f e x p e r i e n t i a l m a r k e t i n g – t h e i m m e r s i v e w o r l d o f
‘Tota l Brand Act ivat ion ’ .
EXIT into
engaging
TotalBrandActivation
a world ofpowerful and
experiences
TotalBrandActivationEXIT intoa world ofpowerful andengagingexperiences
to our valued clients and partners for giving Pico the opportunity to be part of your success / to our Pico activators and teams for your passion, precision and excellent work
/185 - 186
Mercedes-Benz Star Mobile / Formula 1 Singtel Singapore Grand Prix / National Day Parade /McDonald's China Managers' Convention / MG and Roewe at the 14th Shanghai International Automobile Industry Exhibition /Bayer at ChinaPlas / Volvo at the 18th Cairo International Motor Show Formula Al Ahram /Renault at Guangzhou International Automobile Exhibition / Nissan at the 14th Shanghai International Automobile Industry Exhibition /Mubudala at Dubai Airshow / Huawei at Consumer Electronic Show / Singapore Biennale 2011: Open House - Merlion Hotel /Asfour Crystal Exhibition / Kohler at Kitchen & Bath / Solar Frontier at Intersolar / Defence Materiel Organisation at Australian International Airshow / ZTE at Mobile World Congress / L'Oréal at World Congress of Dermatology / Boeing Beijing Technology Experience Centre /Rolls-Royce Customer Lounge / HTC Concept Store / Bombay Sapphire Infusion Unit for Auckland Airport DFS / Hershey's Chocolate World / LG New Product Launch / Real Madrid China Tour / McDonald's Restaurant at Beijing Olympic Games / Asian Beach Games /CIMB Asia Pacific Classic / Basel / Geneva / Zurich Urban Best Practices Area Exhibition Pavilion at Shanghai World Expo
/177 - 184
Alcatel-Lucent Shanghai Bell Demo Centre / Swarovski Flagship Stores / Baidu Showroom / Rebranding Motorola Solutions / Sentosa Visitor Arrival Centre / Midea Showroom / Ferrari Showroom / Iskandar Malaysia Information Centre
/115 - 144
Singapore JewelFest / Hong Kong Fashion Extravaganza / Maraée Bahrain Animal Production Show / APEC Singapore / Bahrain National Charter Monument Inauguration / Coca-Cola Pin Trading Centre at Beijing Olympic Games / Advice D-Day Dealer Conference / Chevrolet Colorado World Premiere and Media Launch / Volkswagen Import (China) 9th Annual Dealer Conference / HSBC Women's Champions / Mystery of the 7th Sense
/013 - 068
Macau Urban Best Practices Area Exhibition Pavilion at Shanghai World Expo / UAE Pavilion at Shanghai World Expo / Hong Kong International Art Fair / The Dreyfuss Group at BASELWORLD / Oil Pavilion at Shanghai World Expo / China Mobile at Beijing Olympic Games / Taiwan Beer Pavilion at Guangzhou Asian Games / Nokia Connection / Creativity Pavilion at International Horticultural Expo / Peugeot at 14th Shanghai International Automobile Industry Exhibition
/069 - 114
Macao Science Center / Daqing Oil Museum / New Mexico History Museum / Museum Siam / Aqua Loop at Samsung Everland / Ecopark Visitor Centre / Geopark Visitor Centre / Housing and Development Board Gallery / Grand Aquarium and Chinese Sturgeon Aquarium at Ocean Park
/145 - 176
Wherever there is an audience, there is a mission for Total Brand Activation/004 - 012
INTERIOR
EVENTEXHIBIT
THEMED
Total Brand ActivationTBA
THANKS
GLOBAL ACTIVATION
T ABTOTALBRANDACTIVATION"Brand value is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end."- Edwin Artzt
BRANDACTIVATION
TOTAL
Wherever there is an audience, there is a mission for
Panadol. Rolls-Royce. Xerox. These are all brands from the past that have become synonymous with their products, securing such a stronghold within popular culture that the product and the brand are interchangeable. Yet in today’s economic climate, with an exponentially increasing number of brands for every imaginable product, place or service, total brand dominance is a rare privilege enjoyed by a dwindling number of leaders in their field.
Total Brand Activation makes an impact within a confusing marketplace where one label seems just like another. Total Brand Activation brings the consumer closer to the brand through unique, memorable experiences. It is a way to let potential customers engage in the brand within a predetermined environment that fosters personal, meaningful interaction—as well as loyalty. It lets people see what the brand is truly about, with its core values transparent enough for them to relate to. It captures an audience with strong, succinct, emotional impressions of a brand’s DNA.
EEVENT"A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment."- Scott Talgo
_ Singapore JewelFest
_ Hong Kong Fashion Extravaganza
_ Maraée Bahrain Animal Production Show
_APEC Singapore
_ Bahrain National Charter Monument Inauguration
_ Coca-Cola Pin Trading Centre at Beijing Olympic Games
_ Advice D-Day Dealer Conference
_Chevrolet Colorado World Premiere and Media Launch
_ Volkswagen Import (China) 9th Annual Dealer Conference
_ HSBC Women’s Champions
_ Mystery of the 7th Sense
The process begins with identifying different touch points to reach a brand’s audience. As timing is crucial to success, it compiles a series of the right messages to be delivered at the right time, and targets the right emotional triggers that will amplify the experience. By assessing the type of response needed at each touch point, the process can be streamlined for maximum effect.
A myriad of key ingredients goes into an audience’s experience to achieve successful Total Brand Activation. The experience should be an authentic reflection of the brand, with customer created content that engages the audience in an intimate way. It should involve a multitude of senses, through innovative texture, colour, lighting and sound, with surprises that stimulate and delight. It should be immersive and thought-provoking, cleverly utilising environments and technology. It should present a continuum, with each experience relevant to a specific audience at a specific time. By focusing on the value the brand provides an audience, effective Total Brand Activation elicits action-oriented responses that are natural and spontaneous.
Wherever there is an audience, there is a mission for Total Brand Activation.
Total Brand Activation
The 10-day Singapore Jewel Festival featured a theme based on the ‘Renaissance of Love’ and included one-of-a-kind
creations by internationally renowned jewellery designers. In addition, rare and exclusive gems by couture jewellery houses
were on display alongside the latest collections from Asia’s leading jewellers.
The background for this extravaganza was a surreal black-and-white fantasy inspired by Alice in Wonderland to highlight
the sparkling gems while giving them an added dimension. A 1,200 square-metre pavilion was custom-built with almost 80
percent of the structure, displays, flooring and lighting eventually recycled to be retained by other events.
Most of the props and decoration were handmade, such as the tree centrepiece, black-and-white swirl balls, teacups and
chandelier. Many of these items involved considerable detail work. The swirl rubber balls, for example, received several
coats of white paint to mask their original green base before black stripes could be painted on. The complex shapes of the
cut-out patterns on the flooring also proved to be challenging to create.
Singapore JewelFest
Year2009
LocationSingapore
/015
EVENT Total Brand Activation
/017
Singapore JewelFest
EVENT Total Brand Activation
/019
EVENT Total Brand Activation
/021
Singapore JewelFest
Total Brand Activation
The Hong Kong Trade Development Council’s ( HKTDC's ) latest edition of its annual ‘World Boutique’ fashion event was
one of the most significant showcases for Asian fashions. The proceedings include a catwalk show attended by buyers,
manufacturers, designers and media from around the globe.
The event’s design was developed from a ‘Mystery of Chiaroscuro’ concept inspired by the use of shadows in art. In a way
similar to how fashion designers create alluring silhouettes using solids and voids against the body, the venue’s design
evolved into a study in contrasts. Among the most dramatic elements was an oversized entry portal whose tilted walls
glittered with illuminated laser-cut perforations. Inside the venue, striking shadows, floral patterns and theatrical sets
immersed the 1,500-plus invited guests in a fantasy world of darkness and light.
Although a ‘blank canvas’ setting was required for the catwalk show, the platform itself had to be highly customisable for
specific collections. Designers highlighted at the event included Keita Maruyama from Japan, Doii Lee from Korea, Alex
Wang from China, and Barney Cheng from Hong Kong.
Hong Kong Fashion Extravaganza
/023
Year2011
LocationHong Kong, China
EVENT Total Brand Activation
/025
EVENT Total Brand Activation
/027
Hong Kong Fashion Extravaganza
Maraée Bahrain Animal Production Show
For this inaugural large-scale exhibition of agricultural technology and livestock production, a 100,000 square-metre outdoor
venue was prepared which included more than 8,000 square-metres of temporary structures for over 100 exhibitors, live
animal displays, an education zone, live entertainment and vendors. The programme offered a wide variety of educational
activities and spectacular performances, all showcasing the latest and best technology relating to the world of agriculture.
Notably, the event’s opening ceremony received royal patronage from the King of Bahrain.
As the programme comprised a significant variety of live animal displays and live shows, audiences enjoyed an informative
and entertaining experience while interacting with the show’s attractions. They appreciated the exceptional quality of
the event and the level of organisation required to produce the show, from the installation of basic infrastructure to the
complicated logistics required for live animal displays.
The event maintained an overall consistent look and feel that reflected its content and purpose and left a strong and lasting
impact on the audience. Throughout the open arenas, facades of temporary structures and signboards, graphic thematic
icons served both as decor and branding, with arabesque elements linking the event to local culture. Live shows were set
against projections on a large screen that formed a complementary backdrop to enrich the action.
The show’s overall success owed much to a concept which generated wide public appeal and a programme that struck the
right balance between education and entertainment.
Year2010
LocationSakhir, Bahrain
Total Brand Activation
/031
Maraée Bahrain Animal Production Show EVENT
Total Brand Activation
/033
Maraée Bahrain Animal Production Show EVENT
Total Brand Activation
APEC Singapore
Singapore hosted the 20th Asia-Pacific Economic Cooperation (APEC) meetings in 2009 which saw a turn-out of more
than 10,000 delegates at the week-long event. The forum brings together leaders of APEC’s 21 member economies located
around the Pacific Ocean in an annual summit focused on economic growth, free trade and investment.
The APEC Singapore 2009 meetings culminated in three main events – the APEC Leader’s week in Suntec Singapore
International Convention and Exhibition Centre (SSICEC), the APEC Economic Leaders' Meeting (AELM) held at the Istana
and the APEC Gala Singapore Evening held at The Esplanade Concert Hall and Waterfront.
For the leader’s meeting conducted at Suntec Convention Centre and the Istana, temporary facilities and offices including
a media centre and a transport/operations hub were created to support a series of key meetings. To provide all delegates
with a positive and memorable ‘Singapore Experience’, the APEC Gala Singapore Evening showcased Singapore’s creative
talents and her unique blend of leisure and entertainment offerings. A concert and multimedia show themed “Our World,
One World”, featured a total of 376 local artistes in a 30-minute musical extravaganza while the Waterfront Dining
Experience, set against Singapore’s iconic architecture and waterfront landscape, presented delegates with gastronomical
cuisines unique to each ethnic group in Singapore.
The highly well-received event won the ‘Best Business Event Service Experience Award’ at the Singapore Experience Award
2010, organised by the Singapore Tourism Board.
Year2009
LocationSingapore
EVENT Total Brand Activation
/037
APEC Singapore
Total Brand Activation
In 2010, the Kingdom of Bahrain celebrated the 10th anniversary of its National Charter with the inauguration of the
Bahrain National Charter Museum in Sakhir with an elaborate ceremony. The event, attended by the Royal family,
government officials, business leaders and diplomats, was replete with ceremonial pomp and military precision.
The 4,000 square-metre outdoor venue hosted an audience of more than 1,000 guests and included a Royal Pavilion and
an elegant stage set within the existing amphitheatre. Guests were treated to a spectacular multimedia show incorporating
live choreography with original music, integrated mapping projections on the museum architecture, dancing water
fountains, and dramatic lighting combined with a stunning pyrotechnic display set against the canvas of the night sky.
The show was designed to ‘immerse’ audiences into the story of the museum, making each guest part of an enormous
panorama. Due to the large number of dignitaries present, strict security, safety and protocol measures were necessary,
with additional backups put into place to ensure that the programme was executed smoothly from start to the finale.
The success of the event brought favourable comment from the King of Bahrain, who personally acknowledged the
outstanding effort that went into bringing the joyous occasion to life.
Bahrain National Charter Monument Inauguration
/039
Year2010
LocationSakhir, Bahrain
EVENT Total Brand Activation
/041
Bahrain National Charter Monument Inauguration
Total Brand Activation
Coca-Cola Pin Trading Centre at Beijing Olympic Games
Besides the actual competitions, perhaps no other activity draws as much fan interest at the Olympic Games than the
fascinating pastime of pin trading. The history of Olympic pins began at the 1896 Summer Olympic Games in Athens,
where judges, athletes and other officials wore specially made badges denoting their status at the event. Today, virtually
everyone in an Olympic host city can be seen sporting an official or commemorative pin of some kind.
Since 1988, the ‘ground zero’ of pin-acquisition has been Coca-Cola Official Olympic Pin Trading Centres, usually found at
the most-popular gathering spots in the Olympic host city. For the 2008 Beijing Olympic Games, Coca-Cola was determined
to continue the tradition as well as promote its green values by creating no less than three pin trading centres in the city.
The Coca-Cola Official Olympic Pin Trading Centre was part of the Olympic Expo and targeted the general public. The venue
included glass showcases for key images, pins, souvenirs and other Olympic memorabilia dating from 1928 to 2006. Pin
collectors with years of experience were invited to share their stories with the curious crowds.
Located at Beijing Chaoyang Park, the second pin trading centre was more consumer-oriented, featuring bright wall display
shelving and tables in brilliant Coca-Cola red. It served as a carnival for pin fans, who could view a collection of rare pins
from past Olympics, and exchange pins with collectors from all over the world. Visitors were also given a chance to win
pins autographed by past Chinese Olympic medal winners.
The third pin trading centre was located in the Olympic Village itself, and was designed to appeal to athletes and sports
officials. Its appearance was accordingly the most subdued and sophisticated of the three, incorporating wood and natural
materials, and using red mainly as an accent rather than a dominant colour.
/043
Year2008
Location106 cities, China
Total Brand Activation
/045
Coca-Cola Pin Trading Centre at Beijing Olympic GamesEVENT
Total Brand Activation
‘D-Day’ was an appropriate main theme for a 500-strong dealer incentive trip to Chiang Mai held by Advice. In military
parlance, a ‘D-Day’ is when many separate forces converge into single, carefully orchestrated strategic effort. In the same
spirit, a futuristic military concept set the mood for Advice’s four-day conference, with keynotes of motivation, inspiration
and fun underlining all of the programme’s activities.
Part of the conference venue was actually transformed into barracks to get delegates into the right frame of mind. Military
toys and décor encouraged them to assume they were all on ‘active duty’. Army-inspired adventures involving teamwork
kept everyone active and engaged, while the Chiang Mai setting brought forth evocations of the rich Lanna culture.
A highlight of the conference was a rousing concert with Thai musicians and artists that got everyone on their feet
cheering for encores. Coinciding with the event was the annual Songkran festival celebrating the Thai New Year. Advice
delegates accordingly joined in when their schedules permitted, enthusiastically diving into streets filled with water
gun-armed revellers.
Advice D-Day Dealer Conference
/047
Year2011
LocationBangkok, Thailand
EVENT Total Brand Activation
/049
Advice D-Day Dealer Conference
Total Brand Activation
The Chevrolet Colorado show truck made its world premiere and first public appearance at the Royal Thai Navy Hall,
connecting the Chevy truck DNA from the Colorado River to the Chao Praya River in a grand ceremony that kicked off
Chevrolet’s centennial year.
The Colorado was introduced in suitably groundbreaking style. Against the glittering backdrop of Bangkok's historic Grand
Palace and Temple of the Dawn, a lighted 'show barge' in the middle of the Chao Praya gave 1,400 guests and VIPs their
first glimpse of this new generation truck.
After introducing the show truck, the first production Chevrolet Colorado was unveiled to the media and VIPs at BITEC,
Bangna five months later in an extraordinary spectacle, which saw 12 trucks emerge from a simulated rainstorm and
plough their way through a 600 square-metre corn field to the enthusiastic new Colorado tag line "Bring out the best
in you".
The event's success depended on highly complex logistics, including planning around the water level of the Chao Praya,
creating a realistic cornfield, timing and synchronising 4D wind and rainstorm effects and carefully moving the show truck
onto a barge surrounded by important Royal Thai Navy assets.
Thanks to the impressive, upbeat and completely immersive experience, journalists and guests alike were left with a
powerful impression of Chevrolet's new star... the Colorado.
Chevrolet Colorado World Premiere and Media Launch
Year2011
LocationBangkok, Thailand
/051
EVENT Total Brand Activation
/053
Chevrolet Colorado World Premiere and Media LaunchEVENT
EVENT Total Brand Activation
/055
Chevrolet Colorado World Premiere and Media LaunchEVENT
Total Brand Activation
In January 2011, Volkswagen invited 255 Chinese delegates to participate in a five-day programme that included a
conference, gala dinner and team-building exercises. A priority for the event was to generate a premium ‘brand immersion’
experience, delivered via painstaking attention to detail.
This was demonstrated by the royal treatment delegates received upon their arrival in Singapore. A VIP reception was
arranged to ensure that all attending could network and get to know each other. Daily surprise room drops and personalised
caricatures were provided as thoughtful ways to make each delegate feel individually special. Each delegate also received a
farewell gift at the conclusion of the event.
One of the major challenges facing the event team concerned the logistics of holding a car launch followed by a themed
dinner in the same space. The two-hour interval between the events would leave little time for the car launch set to
be cleared. In the final plan, the launch featured two vehicles positioned against a black-and-white line drawing of the
Singapore skyline. Elsewhere, white was used as the main colour theme, appearing in everything from the draperies to
furnishings, imbuing the event with a clean, modern aesthetic that exemplified the brand.
Volkswagen Import (China) 9th Annual Dealer Conference
/057/057
Year2011
LocationSingapore
EVENT Total Brand ActivationEVENT
/059/059
Volkswagen Import (China) 9th Annual Dealer Conference
Total Brand Activation
Four days of golf and hospitality were par for the course during the HSBC Women’s Champions in Singapore. To
accommodate the 300 VIPs and corporate clients and approximately 150 journalists expected at the event, a number of
specially designed facilities were created at the Tanah Merah Country Club’s 18-hole course. These included a number of
hospitality suites, a pavilion, a media centre, a sourcing centre, and an interactive area for children.
There were only six weeks available for creating the venue, through the Chinese New Year holiday, with extreme weather
caused by a prolonged monsoon season. The course’s undulating terrain added to the challenge of transporting the large
amount of fabrication material required.
As designed, the pavilion exemplified the smart and professional image HSBC wished to convey. Contemporary in
architecture and resplendent in the bank’s corporate colours of white and red, the building made a striking impression
when viewed against the intense greens of its surroundings. Floor-to-ceiling windows allowed a flood of natural light to
reach the deepest recesses of the interior, while extra-deep balconies provided plenty of shade and excellent views over
much of the course.
HSBC Women’s Champions
/061
Year2010
LocationSingapore
EVENT Total Brand ActivationHSBC Women’s Champions
Total Brand Activation
Mystery of the 7th Sense
BMW Thailand launched its latest-generation 7 Series before an audience of leading journalists at an exclusive beachside
event in Pattaya. Despite the prevailing economic recession, BMW visualised the event as a strategic public relations tool
that would create an impact while maintaining the brand’s momentum.
Providing an underlying theme for the event – and chiming directly with the 7 Series itself – was the concept of ‘seven
senses’. Accordingly, rather than offering attendees traditional test drives, guests received letters which each revealed
seven unique destinations through the senses. Private helicopters then transported journalists to a secret private party.
In this respect, the glamorous beach bar setting was applied to its best advantage. No construction was required, as light
and shadow designs hid elements unnecessary to the party. The addition of black lighting created a colour effect which
reflected the client’s brand while adding a touch of mystery to the proceedings.
The final reveal of 7 Series was set against an ancient Thai temple, deliberately contrasting the car’s state-of-the-art
engineering with a historic treasure. Journalists left this memorable event with a strong, positive impression of BMW’s
newest vehicle line.
/065
Year2009
LocationBangkok, Thailand
EVENT Total Brand Activation
/067/067
Mystery of the 7th Sense
XEVENT
EXHIBITProducts are made in the factory, but brands are created in the mind.- Walter Landor
_ Macau Urban Best Practices Area Exhibition Pavilion at Shanghai World Expo
_ UAE Pavilion at Shanghai World Expo
_ Hong Kong International Art Fair
_ The Dreyfuss Group at BASELWORLD
_ Oil Pavilion at Shanghai World Expo
_ China Mobile at Beijing Olympic Games
_ Taiwan Beer Pavilion at Guangzhou Asian Games
_ Nokia Connection
_ Creativity Pavilion at International Horticultural Expo
_ Peugeot at 14th Shanghai International Automobile Industry Exhibition
Mystery of the 7th Sense
Total Brand Activation
Macau Urban Best Practices Area Exhibition Pavilion at Shanghai World Expo
The 2010 Shanghai World Expo was an unprecedented opportunity for many countries to showcase themselves at their
best before a record audience of 73 million visitors. Macau’s presence at the event took the form of a full-scale replica of
one of the enclave’s most historically significant buildings, the Tak Seng On pawn shop.
Inside, Macau’s rich cultural heritage was described across three floors of displays, supplemented by period architectural
detailing, antique furnishings and other artefacts. Features such as upper floors cantilevered over a sheltered street-level
walkway and the structure’s blend of Portuguese and Chinese elements helped to transport visitors to a faraway place
and time.
Each floor of the building was designed around a distinct theme, creating a sense of growing anticipation as visitors moved
from exhibit to exhibit. Among them were displays of Jin Yong literary works, which were integrated into the exhibition to
express their intimate relationship with the city. Although Tak Seng On’s architecture was mainly traditional in character,
21st century elements were also incorporated, such as a video projected onto a long LED wall and large format HD images
on the building’s exterior. The building also included a gallery featuring Macau’s creative history.
/071
Year2010
LocationShanghai, China
EXHIBIT Total Brand Activation
/073
Macau Urban Best Practices Area Exhibition Pavilion at Shanghai World ExpoEXHIBIT
Total Brand Activation
/075
Macau Urban Best Practices Area Exhibition Pavilion at Shanghai World ExpoEXHIBIT
Total Brand Activation
UAE Pavilionat Shanghai World Expo
Occupying 6,000 square-metres of area and offering 2,000 square-metres of exhibition space, the UAE Pavilion has been named “number one” among the “Top 10 Must-Sees” by Lifestyle magazine in June 2010. Themed “Power of Dreams”, the UAE Pavilion wanted to show how economic prosperity assisted by innovations in science and technology transformed UAE from a rural society to thriving urbanised communities where over 200 diverse cultures live and work in harmony. It was about the groundbreaking developments in sustainable living in which the UAE is playing a leading role. UAE pavilion aimed to provide an immersive environment that unfold the country’s unique personality, engage the visitor in a dialogue exploring the inherent tensions of city living in the 21st century, and relate their inspiring story to the world using the latest technology. The concept of the iconic dune shaped building was designed by Foster + Partner London. The vistas of the edifice are enhanced by a dimensional LED that previews what is to unfold inside. This visual highlight reflects off the entry canopy cladding to evolve as a focal point of the adjoining plaza.
Once inside, visitors are presented with three main shows, followed by an information zone. The multi-surface projection installation comprising 48 projectors as well as over 200 multi-faceted projection surfaces involved working with a specialist media manipulation firm.
In the final show of the journey through the UAE pavilion, a powerful and memorable show is provided by integrating multi-media, lighting, sound, moving projection screens and the implementation of a Pepper’s Ghost effect. Specialists from different companies played crucial roles in the process in creating this environment while working with the client and their consultants.
/077
Year2010
LocationShanghai, China
EXHIBIT Total Brand Activation
/079
UAE Pavilion at Shanghai World Expo
EXHIBIT Total Brand Activation
/081
UAE Pavilion at Shanghai World Expo
Total Brand Activation
The fourth edition of ART HK was the largest and most extensive to date. The 260 participating galleries from 38 countries
represented at the event, treated visitors to the best artistic talents from across the Asia-Pacific region and around the
world. Pico was the official contractor for the event for the fourth year running and was responsible for a ‘high spec’ build
out under considerable time constraints.
Transforming the venue into what was essentially a massive art gallery itself required a design and planning effort of
considerable ingenuity from the fair organisers. As well as facilitating excellent circulation through the space, the fair
organisers carefully designed the floorplan to incorporate a number of ‘voids’ for the display of sculptures, installations,
and even mobiles in a variety of shapes and sizes. Signage and information centres were crucial to the design – but it was
equally important that their appearance be non-distracting. Their forms were therefore kept clean and simple, with the
Fair’s signature colours of blue and white acting as helpful cues.
The event’s lighting scheme was meanwhile carefully designed in conjunction with the exhibiting galleries to offer effects
‘customised’ to show displayed works at their best. Spotlighting brought focus to the appropriate pieces, while ambient
lighting in the venue’s lounge areas fostered a more restful atmosphere. The fair organisers located sponsored champagne
bars throughout the space to lend the exhibition some of the glamour often associated with gallery openings.
Hong Kong International Art Fair
/083
Year2011
LocationHong Kong, China
Total Brand Activation
/085
EXHIBIT Hong Kong International Art Fair
Total Brand Activation
BASELWORLD is the world’s largest annual watch and jewellery show, and is generally also recognised as the most
prestigious event of its kind. For a recent fair, leading luxury watch manufacturers The Dreyfuss Group and their premium
watch brand Rotary commissioned a 250 square-metre exhibition architecture with open gallery-like displays on its lower
floor and a VIP area on a private upper level.
To underscore the group’s position, rich finishes, materials and fittings including American walnut veneer, chandeliers and
jewel box-like display cases enveloped visitors in an atmosphere of luxury and excellence. The lower floor was designed as
an open-plan to invite visitors to engage, while the showcase area was left uncluttered to allow a continuous flow of traffic
through the product gallery.
Large full colour light boxes incorporated watch showcase niches and highlighted the concept of rotating displays that
accommodated the Rotary collection of watches. Upstairs in the VIP area, guests were treated to a business class lounge
experience, while full-height glass walls afforded a panoramic view of activity on the floor below.
The Dreyfuss Group at BASELWORLD
/087
Year2011
LocationBasel, Switzerland
EXHIBIT Total Brand ActivationThe Dreyfuss Group at BASELWORLD
Total Brand Activation
Oil Pavilion at Shanghai World Expo
Dubbed the ‘Oil Pavilion’, China National Petroleum Corporation, China Petrochemical Corporation and China National
Offshore Oil Corporation's award-winning 6,190 square-metre exhibit at the 2010 Shanghai World Expo reinforced the
fair’s theme of “Better City, Better Life” with displays of products that were related to or made from petroleum. Petroleum
motifs such as a sculpture depicting oil droplets in the main exhibit area gave the volume an unusual, somewhat artistic
dimension while reinforcing the brand.
One of the pavilion’s highlights was a 4D cinema featuring a 28x7 metre curved screen – the largest of its kind in China.
Audiences were entertained and informed while watching a high quality animation film that told the story of petroleum
from the very beginnings of time – and even far into the future. Meanwhile, post-show educational programmes revealed
newly developed products that focus on environmental protection and reducing energy wastage.
The Oil Pavilion was the most popular exhibit at the World Expo, mainly due to the amazing spectacle of its 4D cinema.
/091
Year2010
LocationShanghai, China
EXHIBIT Total Brand Activation
/093
Oil Pavilion at Shanghai World Expo
EXHIBIT Total Brand Activation
/095
Oil Pavilion at Shanghai World Expo
Total Brand Activation
China Mobile at Beijing Olympic Games
China Mobile’s theme for its two-storey pavilion at the 2008 Beijing Olympics was “Where the world comes to share”. The
building’s façade was wrapped with the telecommunication company’s logo and graphics, with the projected likenesses of
actor Ge You and hip-hop star Jay Chou lending it a surprisingly three-dimensional quality.
Visually arresting and fun, the pavilion seamlessly married the excitement of the sporting event with the company’s
technological advances. A highlight inside the 1,756 square-metre space was a 360-degree projection wall showing a
custom produced state-of-the-art video of China Mobile’s connection to the world of amateur sport. The wall was also used
to announce the results of Olympic events within minutes of their completion.
Another striking area was the VIP lounge, an all-white space that incorporated traditional Chinese furnishings and artefacts
such as oversized birdcages. Using “the four arts of the Chinese scholar” as its decorative theme, it also featured ornate
long tables which contrasted strongly with the more contemporary sofas and lounge chairs placed nearby.
/097
Year2008
LocationBeijing, China
EXHIBIT Total Brand Activation
/099
EXHIBIT China Mobile at Beijing Olympic Games
Total Brand Activation
The 2010 Asian Games in Guangzhou, China, presented many companies with an opportunity to convey a positive brand
image to a large and diverse audience of local and international visitors. Among these companies was Taiwan Beer, a brand
that is both synonymous with Taiwanese culture and the island’s best selling beer. It saw a partnership with the Games as
an excellent means of ‘testing the waters’ in the mainland China market.
The resulting 247 square-metre Taiwan Beer Pavilion was designed to create a strong impression of the brand’s image. The
refreshing taste was conveyed through white floating beer foam as it splashed over the rim of a glass, through a golden sea
of beer and through its unique green bottle shape. Inside, visitors encounter an information desk whimsically designed to
resemble the handle of a beer mug.
The pavilion’s full-height glass cladding ensures that the interior spaces are awash with natural light during the day, while
also allowing clear visibility through the building to key exhibits. Energy-efficient LED units augment the natural lighting and
can be manipulated to produce striking illumination effects.
Taiwan Beer Pavilion at Guangzhou Asian Games
/101
Year2010
LocationGuangzhou, China
EXHIBIT Total Brand Activation
/103
EXHIBIT Taiwan Beer Pavilion at Guangzhou Asian Games
Total Brand Activation
Global mobile communications brand Nokia hosted ‘Nokia Connection’, a major exhibition and conference at Marina Bay
Sands for key business associates. Invited delegates – primarily from India and China – included customers, partners,
media, bloggers, analysts and staff, with Nokia CEO Stephen Elop on hand to chair the conference. The culmination of the
programme was the launch of the Nokia N9, webcasted around the globe.
Inside the venue, Nokia branding was positioned at all key points, with exhibits well lit and generously spaced for easy
interaction between delegates and staff. Nokia’s corporate colours of blue and white were cleverly used throughout to aid
in wayfinding and information flow. Whimsical mascots such as life size ‘Angry Birds’ circulated through the floor to keep
the mood lighthearted and lively. Meanwhile, the conference was broadcast on a wide screen, giving every person in the
venue an excellent view of speakers and their presentations.
Nokia ConnectionYear2011
LocationSingapore
/105
EXHIBIT Total Brand Activation
/107
Nokia Connection
Total Brand Activation
Creativity Pavilion at International Horticultural Expo
The International Horticultural Expo’s only themed venue, the Creativity Pavilion showcased breakthroughs in horticulture
and floriculture products alongside environmentally friendly and energy-efficient technologies and materials. The theme
for the 3,000 square-metre structure was “Creativity Seeds”, an expression of the potential for a harmonious relationship
between nature and technology.
The design concept was executed throughout the Pavilion’s three exhibition zones through a range of different display and
multimedia technologies. To suggest the key elements of innovation and nature, the entrance foyer featured the pavilion’s
name ‘growing’ from a large rock, with visitors passing beneath oversized flowers suspended from the ceiling. Other
innovative exhibits included a giant pumpkin in the Modern Gardening Zone, a virtual holographic instructor in the Plant
Factory, and a 360-degree projection tube.
To smooth the transition between the three exhibition sections, the two areas linking them were designed to evoke the four
seasons and the four directions of north, south, east and west.
/109
Year2011
LocationXian, China
EXHIBIT Total Brand Activation
/111
EXHIBIT Creativity Pavilion at International Horticultural Expo
Total Brand Activation
Peugeot at 14th Shanghai International Automobile Industry Exhibition
French automaker Peugeot wanted to make a deep impression at the latest Shanghai International Automobile Industry
Exhibition. It arrived to the event with a 1,525 square-metre booth encapsulating the theme of “Motion and Emotion” with
an elegant, stylish look that paid great attention to detail.
In keeping with the brand aesthetic Peugeot introduced at the earlier Geneva Motor Show, the booth’s colour scheme was
white and black, with its sweeping architectural forms taking centre stage. Precision and passion were expressed through
clean, well-proportioned lines that both complemented and accentuated the products on display.
A large water feature wall was used on stage to give a dynamic backdrop to the exhibition. The background of the company
was smartly recapped with a graphic wall display that included interactive media for more detailed information. Large
ribbons and waves helped to direct traffic flow while evoking a sense of motion to the otherwise static displays. In the VIP
area, modern classic furniture such as Le Corbusier sofas in black leather reinforced the feeling of sophistication for client
meetings and impromptu discussions.
Year2011
LocationShanghai, China
/113
EXHIBIT
IINTERIOR
_ Alcatel-Lucent Shanghai Bell Demo Centre
_ Swarovski Flagship Stores
_ Baidu Showroom
_ Rebranding Motorola Solutions
_ Sentosa Visitor Arrival Centre
_ Midea Showroom
_ Ferrari Showroom
_ Iskandar Malaysia Information Centre
"Create your own visual style... let it be unique for yourself and yet identifiable for others."- Orson Welles
EXHIBIT Peugeot at 14th Shanghai International Automobile Industry Exhibition
Total Brand Activation
Alcatel-Lucent Shanghai Bell Demo Centre
Located within its 1,800 square-metre office building in Shanghai, this Demo Centre was created as a means for
global telecommunications firm Alcatel-Lucent to showcase its range of solutions to clients in a distinctive,
brand-consistent manner.
A primary aim of the Centre is to highlight the connection between state-of-the-art technology and daily life. Visitors to the
space can explore mock-ups of home and office interiors seamlessly fitted with various Alcatel-Lucent products. To add
realism, the various living rooms and conference settings were decorated with a ‘typical’ mix of modern and traditional
furniture. Dedicated equipment rooms elsewhere in the space give visitors the opportunity to both view and try out a full
range of products in real-life scenarios.
An assortment of painted artworks by children provided the space with its primary visual identity. In addition to giving
the Centre’s spaces a highly personal touch, the paintings were also used strategically to establish distinctive themes in
different areas. The paintings’ whimsicality endows the exhibition space with a spirit of colourful creativity and friendliness:
both qualities which underscore the innovatory DNA of Alcatel-Lucent Shanghai Bell.
/117
Year2010
LocationShanghai, China
INTERIOR Total Brand Activation
/119
Alcatel-Lucent Shanghai Bell Demo Centre
Total Brand Activation
Swarovski Flagship Stores
Swarovski is a world leader in cut crystal with a well-earned reputation for fine craftsmanship and creativity. Since its
founding in Austria in 1895 by Daniel Swarovski, the brand has drawn upon the cultural heritage of Central Europe and
forged links between art, science and economics. Swarovski understands that crystal is a medium that can be applied
to fashion and interior décor just as effectively as jewellery, and its flagship Swarovski Crystal Forest stores enable the
company keep on top of trends and customers demands.
The shops in Mumbai Palladium and Chennai Express Mall both embody the prestigious image that Swarovski projects. The
façade consist of a series of icicle-like rods that make up a frieze from which the Swarovski logo is boldly projected. Inside
the shop, crystal drapery sparkles while small display boxes encased in glass and stainless steel are brightly lit to give each
piece of crystal the appropriate lustre. An off-white background conveys a dream-like ethereal ambience that underscores
the brand’s appeal.
/121
Year2010
LocationChennai and Mumbai, India
Total Brand Activation
Baidu Showroom
Baidu is the world’s leading Chinese search engine for websites, audio files and images, with 57 specialist services
designed to provide instantaneous information online. Accordingly, the brand’s image as a state-of-the-art ‘bridge’ between
technology and information was the main inspiration for its 99 square-metre showroom in Beijing.
Building on that basic idea, Baidu’s showroom embodies two main concepts: “networks close the gap between people”,
and “simple and reliable”. The first was expressed via a dark space imbedded with images of the universe, implying the
capability of Baidu products to pull people together from their orbits into various networks. The second concept was
implemented by dividing the showroom into four scenarios: home, office, on the road, and in a restaurant. Together, they
demonstrated that Baidu can be accessed simply and efficiently virtually anywhere and at any time.
Cutting-edge technology was built into the space to add an interactive as well as demonstrative element to the experience.
Among its many features is digitally projected 3D animation, multi-touch screens, and LED display screens with real-time
video playback.
/123
Year2010
LocationBeijing, China
INTERIOR Total Brand Activation
/125
Baidu Showroom
Total Brand Activation
RebrandingMotorola Solutions
Headquartered in Schaumburg, Illinois, American telecommunications giant Motorola split into two companies in
January 2011: Motorola Mobility and Motorola Solutions. The top three tier-one offices in North America were rebranded
accordingly, with the new corporate identity for Motorola Solutions aimed at both internal and external customers. The
transformed locations include more than 50,000 square-metres of office space in Schaumburg; 10,000 square-metres in
Holtsville, New York; and 1,000 square-metres in Columbia, Maryland.
The rebranding included a combination of large-scale graphic images and messaging to reinforce Motorola Solutions’
dedication to global telecommunication solutions. To illustrate the immediacy of Motorola products and elicit a strong sense
of pride, this striking design employs visuals of soldiers with time displays. To reinforce the company’s commitment to long-
term sustainability, the graphics are presented in frames crafted from recycled aluminium and wood.
One of the most challenging aspects of the rebranding was to generate an element of surprise among employees. Motorola
management wanted staff to leave their desks on Friday with everything looking exactly as it had always been – but return
to work on Monday to an utterly transformed office.
The new interior design helped Motorola Solutions to re-establish its identity and restate its ambitions during a period
of radical transition. In essence, the effort communicated to staff and customers alike a clear, succinct message of
a stable brand.
/127
Year2010
LocationVarious Cities, USA
INTERIOR Total Brand Activation
/129
Rebranding Motorola Solutions
Total Brand Activation
Sentosa Island is a resort destination located in southern Singapore. While it has historically been a ‘sun and sand’ hotspot
for city residents, in recent years it has seen a flurry of new developments including luxury hotels, an integrated resort, a
theme park and high-end restaurants and bars. As the island’s offerings became more international in scope and attracted
a wider market to Singapore, Sentosa Leisure Group felt there was a need for a dedicated visitors’ centre to assist people
with making the most of their trip.
In fact, the Sentosa Visitor Arrival Centre is not just the first stop for information on the island; it also contains a box office
for Resorts World Sentosa’s extensive programme of shows and events, as well as a selection of souvenirs and gifts in its
colourful retail shop.
Fun, vibrancy, friendliness and tropical relaxation are all aspects of Sentosa’s brand personality expressed through the
Centre’s interior design. Curves and horizontal stripes in hues such as ocean blue, earth and sand allude to the island’s
natural elements of sun, sky and sea. A highlight of the centre is a seven metre high, three metre wide cylindrical LED
feature wall custom-designed for the site and flown into Singapore.
The centre fosters a sense of escapism in an atmosphere where recreational pursuits are virtually unlimited – from lazing
on the beach to exploring tropical forests, discovering cultural heritage, and enjoying fine dining or golf.
Sentosa Visitor Arrival Centre
/131
Year2010
LocationSingapore
Total Brand ActivationINTERIOR
/133
Sentosa Visitor Arrival Centre
Total Brand Activation
Midea Showroom
Midea is a Chinese brand with a focus on small and large appliances for the home. In this 715 square-metre showroom,
Midea wanted to convey a message of being on the cusp of the next generation of kitchen design, as expressed in the
concept of “Look into the Future”. Visitors to the showroom would consist of overseas merchandisers, local professionals,
CEOs, senior corporate managers, and internal Midea staff – all being highly knowledgeable and discerning individuals who
want to keep abreast of the latest developments in the industry.
The pioneering spirit of Midea was reinforced with a strong visual identity using white panels contrasting against a glossy
black floor. Midea’s corporate blue appears in various backdrops, signage and oversized posters around the space, while
details such as curved corners add a clean, forward-looking touch to the overall aesthetic. Generous spaces around each
display allow visitors to inspect each product easily and intuitively, while a lounge area with deep armchairs awaits guests
who wish to sit and discuss their thoughts in comfort.
/135
Year2011
LocationShun Tak, China
INTERIOR Total Brand Activation
/137
Midea Showroom
Total Brand Activation
Italian sports car manufacturer Ferrari has a strong and loyal brand following, and its prancing horse logo has become one
of the most recognised symbols in the world. In keeping with the marque’s iconic status, even its 14,000 square-metre
showroom on Leng Kee Road in Singapore had to be designed to align with Ferrari’s global brand identity and image. To
add to the challenge, the space had to be ready in time for the 2009 Formula One Grand Prix.
No detail was overlooked in the showroom’s interior design. Starting with the leather-clad reception counter discreetly
sporting the horse front and centre, and continuing to the space’s evocative white-and-red colour scheme, the space exudes
Ferrari identity from every square inch. Strategically displayed within the reception are examples of the marque’s latest
models, with the white background allowing every sleek feature on the cars to shine. In the lounge, customers relax on red
sofas and armchairs while selecting customised paint, leather and stitching for their pride. Through a full-height glass wall,
customers can peer straight into the workshop for to a view of the cars’ high-tech beauty under the skin.
Ferrari Showroom
/139
Year2009
LocationSingapore
INTERIOR Total Brand Activation
/141
Ferrari Showroom
Total Brand Activation
Named after the late Sultan of Johor and being the first of its kind, Iskandar Malaysia has been promoted by its developers
as “the Rising of the Metropolis!” The city’s strategic location offers convenient accessibility to a number of major Asian
capitals, while its 221,634 hectare site encompasses an area about three times the size of Singapore, or twice the size
of Hong Kong.
To help fulfill the development’s objective of attracting foreign and high-level corporate investment, an extensive 1,600
square-metre information centre was constructed and launched in 2010. Its centrepiece is an oversized screen, on which
visitors can view an introductory video of the future of Iskandar Malaysia. Further information is available through a
range of interactive experiences, including a multimedia touchscreen presentation, and even a stunning ‘flyby’ simulation
holographically projected onto an overhead dome.
Iskandar Malaysia Information Centre
Year2010
LocationJohor Bahru, Malaysia
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MINTERIOR
THEMED
_ Macao Science Center
_ Daqing Oil Museum
_ New Mexico History Museum
_ Museum Siam
_ Aqua Loop at Samsung Everland
_ Ecopark Visitor Centre
_ Geopark Visitor Centre
_ Housing and Development Board Gallery
_ Grand Aquarium and Chinese Sturgeon Aquarium at Ocean Park
Iskandar Malaysia Information Centre
"The secret of success is to know something nobody else knows."- Aristotle Onassis
Macao Science Center
The Macao Science Center is an iconic building designed by Pei Partnership Architects’ Sandi Pei, the son of legendary
Chinese-American architect IM Pei. Located on reclaimed land immediately south of Macau Fisherman’s Wharf, the
Center contains 14 themed galleries arrayed across multiple storeys and an area of 5,800 square-metres. Of these, 12 are
permanent exhibitions, while the ‘Robotics Science’, ‘Exploring Science’ and ‘Science News’ and ‘Environmental Science’
galleries package education and information within colourful, dynamic environments.
As the exhibitions are aimed at children and families, they are designed to be very tactile and interactive. A combination
of full-scale models, vibrant information panels and other displays entice visitors to discover knowledge through their own
actions. Most of the exhibits use a balance of physical scale and colour to create realistic scenarios, accentuated with direct
and indirect lighting to highlight important areas and facilitate circulation.
/147
Year2009
LocationMacau, China
THEMED Total Brand Activation
/149
Macao Science Center
Total Brand Activation
Daqing Oil Museum
Daqing, a city in the northeast Chinese province of Heilongjiang, contains China’s largest oil field, and its economy depends
largely on petroleum and related industries. Appropriately, for the 2009 renovation of the Daqing Oil Museum, the city
wished to reaffirm the importance of this natural resource to both local residents and visitors to the area.
At 12,400 square-metres, the Museum is the largest industrial science and technology museum in China by floor area.
Visitors walking through the main entrance are greeted by an impressive 16-metre stainless steel globe suspended from the
ceiling 20 metres above. As they walk deeper into the building, they pass black-and-white images of key figures in China’s
petroleum industry from decades past.
Inside, the exhibition spaces are divided into three basic sections, devoted respectively to demonstrating how petroleum is
produced, the history and achievements of Daqing, and the relationship between Daqing and the oil industry.
A focal point of the first section is a large sand table model of an oil field, complete with a simulation of oil drilling. Another
replica of an underground oil deposit demonstrates how it is pumped up to the surface. To explain how petroleum was
formed millions of years ago, a diorama of a life-size dinosaur in its prehistoric environment establishes a sense of time
and place.
/151
Year2010
LocationDaqing, China
THEMED Total Brand Activation
/153
Daqing Oil Museum
Total Brand Activation
New Mexico History Museum
New Mexico has a long history, having been a possession of both Spain and Mexico before it became one of the United
States. To this day, many of its residents are descendents of Spanish colonists or immigrants from Latin American, and the
state also has a high percentage of Native Americans mostly from the Navajo and Pueblo tribes. The New Mexico History
Museum is the state’s first museum to chronicles this unique past. It encompasses a total area of 1,100 square-metres and
displays a number of carefully selected artefacts to paint a comprehensive picture of New Mexico’s key events.
Colour and lighting were important elements in the design of the exhibition spaces. New Mexico’s canyons and gorges were
subtly referenced with shades of terracotta, coral and sand, with horizontal bands along the walls adding textural contrast
as well as resembling the land’s geological strata. Lighting is subdued, with highlights on key displays and text, to evoke
a sense of viewing cherished possessions within a private residence. The artefacts range from letters and notebooks to
clothing, portrait paintings, and maps and guns.
/155
Year2009
LocationSanta Fe, New Mexico
Total Brand Activation
Located in Bangkok’s Sanamchai Road in the area that once housed the Ministry for Commerce, the Museum Siam
represents a breakthrough for museums in Thailand. Conceived under a philosophy of “learning is fun”, it features a series
of 14 themed, interactive rooms where visitors can explore Thai history and culture for themselves. The museum’s displays
use various applications of technology to create an experience that is both provocative and challenging – qualities which
the museum hopes will stir visitors’ natural curiosity and inspire them to ask questions.
The 3,000 square-metre facility opened its doors in 2008. A striking focal point of its interior is a glass lift that takes
visitors through the museum’s three storeys, like a time machine transporting people back to the past. Spaces include an
immersive theatre near the entry, where seven characters introduce the audience to the 13 rooms to follow. Among these
are rooms offering immersive depictions of the ancient cities of Suvarnabhumi and Ayutthaya. Here, visitors can even ‘play
a part in history’ by taking on character roles such as that of an archaeologist investigating the decline of Suvarnabhumi
culture. Another room, ‘Thailand and the World’, serves up a colourful, eclectic view of American cultural influence in
Thailand, including fashions adapted to Thai tastes, sports cars and bars.
With something to marvel at in virtually every corner, Bangkok’s Museum Siam brings a culture’s long history to life for
brand new audiences.
Museum Siam
/157
Year2008
LocationBangkok, Thailand
THEMED Total Brand Activation
/159
Museum Siam
Total Brand Activation
Aqua Loop at Samsung Everland
Caribbean Bay at Samsung Everland is Korea’s largest theme park. Styled after Caribbean Bay in Latin America, in June
2011 the park celebrated its 15th anniversary with the launch of a new attraction: Aqua Loop.
The ride was inspired by an old Caribbean ghost story. In the tale, voodoo witch doctors cast spells to lure pirates and
bandits to a treehouse. There, the spellbound victims would be bound to tube-shaped caskets and dropped into waters
far below.
In the Aqua Loop version, a capsule-shaped vehicle replaces the casket. The ride starts with an 18 metre free fall through a
‘funhouse’ environment adorned with the grotesque faces of voodoo doctors. Propelled out of the doctors’ mouths by a rush
of water, thrill-seekers then rocket through a series of 360-degree loops at speeds of up to 90 km/h before finally splashing
down and coming to rest.
/161
Year2011
LocationYongin, Korea
THEMED Total Brand Activation
/163
Aqua Loop at Samsung Everland
Total Brand Activation
Ecopark Visitor Centre
In recent years, Hong Kong has made great strides in boosting awareness of what its residents can do to protect the
environment. One of the latest products of that effort is the Environmental Protection Department’s new Visitor Centre,
which opened in early 2010 at EcoPark, Tuen Mun.
Designed to promote sustainable education and community support for long-term solutions to environmental issues,
the 1,000 square-metre facility contains nine galleries, each focusing on a different facet of awareness towards waste
management. Visitors can join guided tours of up to 40 people, moving through the space in one direction with the same
start and end point.
Along the way, visitors are treated to an engaging experience designed to provoke thought as much as inform. Galleries are
equipped with life-size exhibits, interactive multimedia displays, games and video presentations with an appeal that extends
across the entire spectrum of ages and social strata. Textual information is presented separately from background graphics
to allow for easy updates, while dynamic visuals are displayed using LCDs and video projections.
The Centre’s anchor display is a life-size, 148 square-metre landfill diorama largely made from glass reinforced polymer.
With its floor covered by a 3M sticker of dirt and protruding rubbish, the display is a sober reminder of how much waste is
actually generated by urban habitats.
/165
Year2010
LocationHong Kong, China
Total Brand Activation
Geopark VisitorCentre
Though Hong Kong may be better known for its skyscrapers and urban density, it also has one of the most beautiful and
diverse natural environments in Asia. Its hundreds of mostly uninhabited islands offer a broad canvas for exploring stunning
flora, fauna, and some particularly complex rock formations. Geopark Visitor Centre, located in Sai Kung, is a 140 square-
metre visitor centre that gives a fascinating overview of the area’s geographical history through displays of samples,
information panels, videos and interactive media.
Brightly colour-coded signage directs visitors to the centre’s various galleries while providing an eye-catching contrast to
the natural hues of the rocks on display. The colours are repeated in maps and information panels. Display units,
meanwhile, are custom-made from glass and acrylic, with some incorporating a small hole allowing visitors to reach in
and feel the texture of rock samples. The displays are also spotlighted to allow for thorough visual examination of their
distinct characteristics.
Meanwhile, life-size rock formations are interspersed throughout the centre to offer yet more highly textural focal points,
and reinforcing the galleries’ themes of “Getting to Know Our Planet Earth” and “Geological Evolution of Hong Kong”.
/167
Year2010
LocationHong Kong, China
THEMED Total Brand Activation
/169
Geopark Visitor Centre
Total Brand Activation
Singapore has seen successive waves of new residents arriving over the past half century, placing constant strain on basic
city infrastructure such as housing. In response, the Housing & Development Board (HDB) was set up in 1960 to provide a
variety of solutions and policies relating to the growing demand for shelter.
In 2010, the HDB showcased the results of its efforts in a newly renovated 700 square-metre gallery at HDB Hub in Toa
Payoh. Designed to give visitors a dynamic experience, the gallery makes extensive use of multimedia and interactive
displays, including even a ‘time capsule’ reconstruction of old tenement housing estates.
The gallery also contains Singapore’s first 360-degree panoramic cinema, continuously showing a four-minute multimedia
clip of city residents and their evolving domestic lifestyles. Another highlight is Singapore’s largest indoor vertical green wall
– in fact, a complete micro-climate system – which follows the line of a staircase as it ascends through the building.
Elsewhere is a model kitchen populated by life-size holographic characters which can interact with visitors and share their
home ownership experiences – another first for Singapore. Other displays include a real-time interactive touchscreen map
of the city and a large projection wall whose portrayals of the future of housing can be controlled by gesture movements.
Housing and Development Board Gallery
/171
Year2010
LocationSingapore
THEMED Total Brand Activation
/173
Housing and Development Board Gallery
Total Brand Activation
Grand Aquarium and Chinese Sturgeon Aquarium at Ocean Park
Situated amid in the majestic scenery of south Hong Kong Island, Ocean Park is a long-established amusement park with
a strong emphasis on education. Grand Aquarium and the Chinese Sturgeon Aquarium are amongst the many newly
developed attractions that aim to entertain while illustrating the importance of oceans to the well-being of the earth.
The exhibitions’ messages are that healthy oceans are vital resources for food and recreation. They also caution that ocean
resources are finite, and that people can affect the balance of the ecosystem for the good and bad. This can be achieved by
making informed customer choices will help to keep the oceans diverse and sustainable.
To achieve the mandate, a blue colour scheme was used in the winding entrance corridor of the Grand Aquarium to mimic
the feeling of being led into the depths of the sea. Both aquariums use signage and displays set into strongly directional
wave forms that have an aquatic textural quality.
Within the exhibition halls themselves, lighting is atmospheric with the clever use of shadow to impart the sensation of
being underwater. Partitions and dividers are clad to resemble deep sea caves surrounding the aquariums, with some
displays set in circular signs that resemble portholes. Landscaping and planting soften and blue the transitions
between exhibits.
/175
Year2010
LocationHong Kong, China
THEMED Total Brand Activation
Mercedes-Benz Star MobileThailand / 2010
Formula 1 Singtel Singapore Grand PrixSingapore / 2011
The modular Star Mobile showroom’s elegant interior served as a customer lounge, sales work station, pantry, information counter, library and outdoor cafeteria all in one. Best of all, its illumination looked remarkably permanent, capturing customers’ attention even when the unit was travelling through the night.
National Day Parade Singapore / 2011
McDonald's China Managers' ConventionSydney, Australia / 2008
Held at the Sydney Convention and Exhibition Centre, McDonald’s all China Operations Managers’ Annual Convention was a memorable, enjoyable and educational experience for over 1,400 Chinese McDonald’s restaurant managers.
To extend the cheerful mood beyond the Float at Marina Bay, there were a series of celebratory activities around the waterfront and at Resorts World Sentosa. It featured a seamless ring of inclusive and wide-ranging events to bring together more than 100,000 Singaporeans for the nation’s 46th birthday.
The world’s only Formula One night race features an exciting mix of adrenaline-pumping night racing along public roads combined with non-stop live entertainment and unrivalled corporate hospitality services. Set against a spectacular Singapore city backdrop, the Marina Bay Street Circuit has a grandstand seating capacity of 26,000 over eight locations and have thrilled audiences with 61 laps of high speed action around a three mile track for the last four years.
THEMED
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Grand Aquarium and Chinese Sturgeon Aquarium at Ocean Park
GLOBAL ACTIVATION
Total Brand Activation
Mubudala at Dubai AirshowDubai, UAE / 2010
Renault at Guangzhou International Automobile ExhibitionGuangzhou, China / 2010
Huawei at Consumer Electronic Show Shenzhen, China / 2011
In launching the new Latitude MPV in Asia, Renault planned a strategic exposure to draw attention to Renault’s space filled with green image with plants and flowers throughout.
The Mubadala Aerospace captured the movement of flight. Before actually entering the exhibit space, visitors were already caught up in the sense of excitement — and the sweep of activity was yet to be experienced.
Huawei officially launched its new IDEOS X5 Android Smartphone and showcased its innovative technologies at the 2011 International Consumer Electronic Show.
Nissan at the 14th Shanghai International Automobile Industry ExhibitionShanghai, China / 2011
Nissan’s highlights at the Shanghai International Automobile Industry Exhibition included the all new generation of Tiida hatchback and the compact sport concept. The theme was all about a passionate driving experience to young customers and car fans.
An elegant, typically British stand was created with 2,000 square-metre of roomy display area for 20 latest models of MG and Roewe.
MG and Roewe at the 14th Shanghai International Automobile Industry Exhibition Shanghai, China / 2011
Volvo at the 18th Cairo International Motor Show Formula Al Ahram Cairo, Egypt / 2011
Apart from displaying Volvo’s full range of latest models, Volvo also showcased its long term environmental commitment in the 264 square-metre environment. The image was an expression of modern Scandinavian design.
Bayer at ChinaPlas Shanghai, China / 2010
With Bayer’s elegant and harmony ambience, visitors were enticed to dream of the possibility of infinite circulation. A specially designed themed dinner further created a total experience in line with the infinite concept.
/179
Total Brand Activation
Singapore Biennale 2011 : Open House – Merlion Hotel Singapore / 2011
Asfour Crystal Exhibition Hong Kong, China / 2010
Solar Frontier at IntersolarMunich, Germany / 2011
Defence Materiel Organisation at Australian International Airshow Melbourne, Australia / 2011
The Merlion Hotel is one of many key commissioned pieces of Southeast Asia’s leading Biennale, held in Singapore from 13 March to 15 May 2011. The one-of-a-kind installation piece transformed Singapore’s beloved iconic landmark into a temporary and luxurious hotel suite, open in the day for public viewing and in the evening for overnight stays.
Asfour Crystal Exhibition was striking and eye-catching with great use of colour and light in a hall where every visitor was striving for an impact based on the glow, ensuring an open, airy and inviting atmosphere.
At Intersolar 2011, Solar Frontier unveiled its full range of products and its mission was to create the most economical and ecological solar energy solutions on Earth — on the world's largest scale.
Defence Materiel Organisation’s double-storey spacious environment was created with eco-friendly objectives.
L'Oréal at World Congress of Dermatology Seoul, Korea / 2011
ZTE at Mobile World Congress Barcelona, Spain / 2010
ZTE’s 523 square-metre exhibition space was an ideal platform for showcasing its full range of innovative communication products.
A 375 square-metre L'Oréal Village was created at the World Congress of Dermatology where L'Oréal family of brands, namely L'Oréal, Lancôme, innéov and SkinCeuticals, showcased a beauty journey for trade visitors.
With the 475 square-metre exhibition space, Kohler introduced its full range of new products including Numi high-tech toilet which combined unmatched design, technology and engineering to bring the finest in personal comfort and hygiene.
Kohler at Kitchen & Bath Shanghai, China / 2011
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Total Brand Activation
HTC Concept Store Ho Chi Minh City, Vietnam / 2011
Rolls-Royce Customer Lounge Global / 2010
Real Madrid China Tour Guangzhou and Tianjin, China / 2011
Boeing Beijing Technology Experience Centre Beijing, China / 2010
Hershey's Chocolate World Dubai, UAE / 2010
Located at Dubai Mall, the first Hershey’s Chocolate World entices the customers with various interactive features and a giant Hershey bar & Kisses character, ensuring an exciting and entertaining chocolate experience.
Bombay Sapphire Infusion Unit for Auckland Airport DFS Auckland, New Zealand / 2010
Always striving to remain fresh within its highly competitive market, Bombay Sapphire realises a sensory experience wall bay concept in the Auckland airport.
At the Rolls Royce Customer Lounge, customers received first-class hospitality with refreshments. With an elegant display of colour options and various leather or veneer trim materials, customers can pick their favourites in a comfortable and convenient environment.
Unlike other mobile phone retailers, the more elegant HTC stores are in open concept to encourage customers to touch and feel the products.
Exploring the dynamics of flight and experiencing new aviation innovations at the 400 square-metre Boeing visitor gallery, visitors was amazed by the entire journey.
Having toured China in 2003 and 2005, Real Madrid returned to the country to play two friendlies in August 2011. The tour generated excitement amongst fans in the region with a series of activities.
LG New Product Launch Shanghai, China / 2011
The Korean brand LG unveiled its latest range of products in the event themed “LG Smart Life”.
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Total Brand Activation
Lt-Col Mohamed Bin Daina
Ma Jin
Magnus Renfrew
Mali
Manson Xiao
Martin Apfel
Melissa Bell
Michael Chen
Mohamad Shaarawy
Patrick Grasso
Paul Harding
Peter Lam
Peter Vine
Piphat Lorgrailert
Quah Bee Jin
Robert Diog
Rohanne Collis
Saleem Saeed Al Ameri
Sally Gui
Sasinan Allmand
Shahid Shaikh
Shawqi Al Mannai
Sidney Guinane
Sompop Patipanthada
Sophie Gilarski
Steve La Hood
Sun Hao
Surapol Wirunrak
Tay Yew Nguan
Teo Hock Seng
Terence Fong
Tetsuaki Namba
Tracy Teo
Troy Daniel
Victoria Campbell
Vitor Ng
Warren Lin
Wei Wang
Wendi Zheng
Will Harris
Winnie Heng
Wu Weiren
Xiong Faming
Yan Hongbin
Yip Chi Kun
Yuichi Katayama
Yuthachai Veerataveeporn
Zhang Huibin
Alcatel Shanghai Bell Company Ltd.
Alcatel Shanghai Bell Software Company Ltd.
APEC Singapore 2009 Organising Committee
Asfour Crystal International
Australian Government, Department of Defence
Awal Press
Bacardi Lion Pty Ltd
Baidu Online Network Technology (Beijing) Co.Ltd.
Bayer Material Science
Big Features
BMW (Thailand) Co.,Ltd
Boeing China Company Ltd
Carbon Worldwide Sdn Bhd.
Centurion Sports
Chevrolet Sales (Thailand) Limited
China Mobile Communications Corporation
Coca-Cola (China) Beverages Ltd.
Daqing Oilfield Co.,Ltd
DBIS Interactive
Digimagic Communciations Pte Ltd
Dongfang Peugeot Citroen Automobile Co, Ltd.
Gallagher & Associates Asia
GD Midea Consumer Electric MFG. CO.,Ltd
General Motors (Thailand) Limited
Gioforma Studio
GPPMEMS
Hershey's
Hong Kong International Art Fair
Hong Kong Ocean Park
Hong Kong Trade Development Council
Housing & Development Board, Singapore
HSBC
HTC Vietnam
Huawei Devices Ltd
IMG
Ital Auto Pte Ltd
Jcom Beijing
JewelFest Pte Ltd
Jones Lang LaSalle
Katayama Design Studio
Kohler China Investment Co Ltd
L`ORÉAL Active Cosmetics
Macao Science Center
to our valued clients and partners for giving Pico the opportunity to be part of your successTHANKS
Abdulla Al Aidarous
Adam Cook
Amy Peterson
Andrew Loh
Andrew Richard Howes
Angela Loh
Antonio Zara
Barbara Huber
Brig. Reyadh Eid Al Yaqoob
Calvin Yang
Carole Iao
Cecile Yuen
Chai-Anan Samudavanija
Chanvit Khieonavavongsa
Chau Nguyen
Christiana P. Y. Ieong
Daniel Kim
Daniel Rupf
Deborah Parker
Dr Ebrahim Yousif Ahmed
Dr Eric Yeung
Dr Michael Kitchens
Dr Mohamed Foda
Dr Nabeel Abulfateh
Eduardo Conrado
Eng Ahmed Al Madani
Eva Lin
Fang Gang
Frank Lawlor
Frank Zhang
H.E Ibrahim Al Abed
H.E. Dr Juma bin Ahmad Al Kaabi
H.E. Lt-Gen Sheikh Rashid Bin Abdullah Al Khalifa
Hany Lahzi
Helen Lin
Isobel Anderson
Jack Bedwani
James McLean
Jason Cheung
Jennifer Tam
Jon Collins
Juan Mena
Junji Nishihata
Kanyalak Eamraksa
Koji Hakamata
Korene Hubacka
Lara De Masson
Lilian Li
McDonald's
Mercedes-Benz (Thailand) Limited
Ministry of Municipalities Affairs & Urban Planning, Bahrain Ministry of the Interior Court, Bahrain
Miracle Graphics
Motorola Solutions
Mubudala
Multi Design Co., Ltd
Muscat Asian Beach Games Organizing Committee
National Discovery Museum Institute
National Heritage Board Singapore
Nissan (China) Investment Co., Ltd.Nissan Motor Co Ltd
Nokia Pte Ltd
Oman Tourism Development Company
Peugeot Citroen (China) Automotive Trade Co., Ltd.
Rolls-Royce Motor Cars Limited
Rufener events Ltd. BSW
SAIC MOTOR (ROEWE & MG)
Samsung Everland Park Planning Team
Sentosa Leisure Group
Singapore GP Pte Ltd
Singapore National Day Parade Organising Committee 2011
Solar Frontier K.K.
Storyinc
Studio Mena
Swarovski
Taiwan Tobacco & Liquor Corporation
Thai Joint Venture The System Co., Ltd
The Design Associates
The Dreyfuss Group
TTL
UAE Section of the National Media Council
Volkswagen (China) Import Co., Ltd
Volvo Egypt (Ezz El Arab)
ZTE Corporation
上海石博展覽展示有限公司CIMB Asia Pacific ClassicKuala Lumpur, Malaysia / 2011
The first ever PGA tour-sanctioned event in Southeast Asia. The hospitality lounges, sponsor and exhibitor marquees were created at exhibition village.
McDonald's Restaurant at Beijing Olympic Games Beijing, China / 2008
McDonald’s has been associated with the Olympic Games for many years. In 2008, the 3,020 square-metre McDonald’s restaurant was the exclusive caterer licensed to operate at the Olympic Green.
Asian Beach GamesMuscat, Oman / 2010
Basel / Geneva / Zurich Urban Best Practices Area Exhibition Pavilion at Shanghai World Expo Shanghai, China / 2010
To cool guests from the sun or shelter them from possible rain, several large umbrellas were strategically located through the plaza on the Cities Day. Each umbrella came equipped with a loudspeaker and an MP3 player broadcasting stories about water. Several times daily, visitors were also invited to join a big water orchestra which simulated rain acoustically.
The second bi-annual Asian Beach Games featured 52 events including traditional and contemporary beach and watersports. The venue and facilities were designed and developed to specially cater for each event, including spectator stands which accommodated up to 7,000 fans.
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A preferred partner for many Fortune 500 companies, PICO uses
diverse but highly integrated expertise to create ‘total brand
activation’: brand experiences that are especially well-defined,
encompassing, and innovative. Sophisticated brand experience
projects are brought from strategy and conception to execution in
a fresh, focused and proven way – with a powerful effect on target
audiences.
PICO draws its capabilities from a network of some 2,400 talented
staff in 37 major cities around the globe. Together, they create
engaging, integrated brand experiences across multiple face-to-
face platforms including exhibitions, events, expositions, museums,
theme parks, interiors and brand signage. PICO’s strength is its
diversity, with all team members – from brand strategists to museum
specialists – sharing a deep understanding of different cultures and
industry practices.
PICO Far East Holdings Limited has been listed on the Hong Kong
Stock Exchange since 1992 (HKSE Stock Code: 752). In financial year
2010, PICO reported a turnover of HK$3.1 billion.
www.pico.com
Adnan Jaffar Jawad Almaabar
Adora Chong
Ahmed Raffat
Ahreum Jun
Albert Tan
Alfonsus Koh
Alicia Zhang
Almen Lam
Amber Man
Amy Lim
Andrew Ang
Andy Liu
Andy Wong
Ang Swee Meng
Angel Zhang
Angela Goh
Anne Li
Anne Shelley
Anthony Lee
Archie Chow
Asker Cheng
Auly Firbank
Austin Woo
Badin Ronghankaew
Bernie Cheung
Bruce Head
Busarin Sriwachirawat
Cali Cheung
Camelia Ng
Carol Tang
Catherine Lau
Charlie Liew
Charuwan Koedamrong
Chayathat Aphiparinya
Chen Ran
Cherry Rose Solidum
Chris Casey
Chris Zhang
Christian Hope
Chua Meng Keat
Daniel Wu
Danny Teh
Darius Oh
Darren Lim
Dave Caswell
David Stirling
Denise Kong
Dennis Du
DH Yang
Dongli Li
Duanghatai Pothimai
Easa Chow
Eddie Chan
Effie Chou
EK Cheng
Elspeth Lai
Emmeline Siak
Eric Cheng
Eric Liu
Eric Wang
Esther Ho
Fazirul
Ferdinand Raymundo
Florence Tan
Genevieve Lim
Geng Qi
George Lam
Gesche Willers
Godfrey Leung
Goh Siang Wei
Harris Chan
Harvin Khera
Howard Gu
Ian Cerrada
Isa Jaffar Isa Nusaif
Isaac Chin
Ivan Gu
Jack Chia
Jackie Sin
Jacky Deng
Jacky Yang
Jade Lei
Janat Thiengsurin
Jed Mok
Jeff Jiao
Jennifer Tham
Jerry Firbank
Jess Li
Jifang Song
Jimmy Chen
John Hu
John Park
John Yung
Jolly Law
Jonathan Tan
Joseph Li
Joseph Yii
Jossie Xian
Kanit Charoenrat
Karawadee Suwanarat
Karen Li
Karn Havananda
Kelly Chow
Kemachart Kantirattanawong
Kenneth Tan
Kenny Yap
Khalid A. Juman
KM Chia
Koh Chee Hou
Korpong Tramote
Kristine Tolentino
Kurt Chen
KY Lam
Lainey Duan
Laurie Aklinski
Lei Wu
Leon Wong
Lihua Xian
Lim Kian Meng
Lim Tien Yong
Lindy Do
Luke Grey
Lusia Lun
Marc Ortega
Margaret Heng
Margaret Wong
Mariah Suthira Silakote
Mark Andrade
Mark Epton
Martin Ip
Mary Lam
May Lai
Melvin Lim
Merin Rahuman
Michelle Fong
Michelle Xu
Miswadi Bin Siskandarl
Mohamed Husain Ali Abbas Sakhoona
Monica Liu
Nana Yan
Naomi Yan
Neeranart Inthaya
Nelly Soo
Nesma Khedr
Ng Chee Meng
Ng Meng Chuen
Nick Hsia
Noel George
Nontaporn Pinijprapa
Nopadol Limvatanakul
Ong Junwei
Pakkhanat Rojkajornsiri
Pauline Tan
Percy Chan
Petai Panmanee
Peter Wang
Phirush Tangsunawan
Piroon Lengseng
Pornchai Tangsunawan
Preeyaporn Pumhirun
Qin Xiaoling
Raoul D' Souza
Rex Luciano
Rita Seow
Rommel Capalad
Saichon Daengsopa
Sam Siu
Sarah Soyoung Kim
Savio Alphonso
Sebastian Ng
Sha Idris
Sharon Soh
Shenghao Luo
Shirley Hsu
Siem Melia
Somchai Tongjork
Sommai Sayan
Song Wei
Song Zhaobing
Stephanie Soon
Steven Kwok
Su Lin
Suee Poon
Sun He
Sunny Yu
Supaporn Sawangjitt
Tack Roberts
Taigo Furukawa
Takashi Oide
Tammy Chang
Tay Boon Seng
Teo Yensi
Thanawat Panachaweng
Thitiphongdech Rongkavong
Tina Abing
Tom Fung
Uraikorn Sirichotirat
Vicky Yap
Victor Xian
Vijittra Naovasidtipat
Vikey Wang
Vikky Li
Vincent Wang
Wayne Zhu
Wei Li
Weifeng Pan
Xin Guo
Yanjing Zhang
Yanle Zhang
Yeo Boon Teck
Yong Wang
Yozo Ishiura
Yuthachai Weerataweeporn
Zhang Qing
Zhaohui Teng
to our Pico activators and teams for your passion, precision and excellent work THANKS
TotalBrandActivationEXIT intoa world ofpowerful andengagingexperiences
EditorRebecca Lo
Sub-editorSteven Obrovac
Design byAOMM Creative Limited
Colour management byAsia One Graphic Limited
Printing byAsia One Printing Limited
First published in January 2012ISBN 978-988-15316-5-0
Copyright ©2012 Asia One Books.
All images & text copyright © Pico Global Services Limited (A member of Pico Group). All rights reserved. No part of this work, covered by the publisher’s copyright may be reproduced in any form by any means, graphic, electronic or mechanical, including photocopying, recording, taping or information storage and retrieval, without the written permission of the publisher. Any unauthorised use of this publication will result in immediate legal proceedings.
Disclaimer The photos shown in this literature were taken by photographers commissioned by Pico, courtesy of our direct and indirect clients, and were chosen to highlight Pico’s part in our clients’ projects and to place it in context. While care has been taken to select the most appropriate photos, no implication is intended that all elements in the projects shown in the photos were done by Pico.
Published byAsia One [email protected]
Total Brand ActivationE X I T i n t o a w o r l d o f p o w e r f u l a n d e n g a g i n g e x p e r i e n c e s
EXIT in to a Wor ld of Powerfu l and Engag ing Exper iences
i s a c o m p r e h e n s i v e s h o w c a s e o f P I C O ’ s w o r k f r o m a r o u n d t h e g l o b e . A l w a y s i n n o v a t i v e a n d
b r e a t h t a k i n g i n t h e i r s h e e r a m b i t i o n , t h e s e e v e n t s , e x h i b i t i o n s , t h e m e d e n v i r o n m e n t s a n d i n t e r i o r s
t o g e t h e r e v o k e t h e f u l l s p e c t r u m o f e x p e r i e n t i a l m a r k e t i n g – t h e i m m e r s i v e w o r l d o f
‘Tota l Brand Act ivat ion ’ .
EXIT into
engaging
TotalBrandActivation
a world ofpowerful and
experiences