e.x.i.t. into a world of powerful and engaging experiences

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


/019


/021

Singapore JewelFest


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


/025


/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


/031

Maraée Bahrain Animal Production Show EVENT


/033

Maraée Bahrain Animal Production Show EVENT


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


/037

APEC Singapore


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


/041

Bahrain National Charter Monument Inauguration


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


/045

Coca-Cola Pin Trading Centre at Beijing Olympic GamesEVENT


‘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


/049

Advice D-Day Dealer Conference


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


/051


/053

Chevrolet Colorado World Premiere and Media LaunchEVENT


/055

Chevrolet Colorado World Premiere and Media LaunchEVENT


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


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


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



/067/067


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



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


/075

Macau Urban Best Practices Area Exhibition Pavilion at Shanghai World ExpoEXHIBIT


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



/079

UAE Pavilion at Shanghai World Expo


/081

UAE Pavilion at Shanghai World Expo


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



/085

EXHIBIT Hong Kong International Art Fair


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


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



/093



/095



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


/099

EXHIBIT China Mobile at Beijing Olympic Games


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


/103

EXHIBIT Taiwan Beer Pavilion at Guangzhou Asian Games


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


/107

Nokia Connection


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.

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Year2011

LocationXian, China


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EXHIBIT Creativity Pavilion at International Horticultural Expo


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


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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


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.

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Year2010


INTERIOR Total Brand Activation

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Alcatel-Lucent Shanghai Bell Demo Centre


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


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.

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Year2010

LocationBeijing, China


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Baidu Showroom


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.

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Year2010

LocationVarious Cities, USA


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Rebranding Motorola Solutions


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

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Year2010

LocationSingapore

Total Brand ActivationINTERIOR

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Sentosa Visitor Arrival Centre


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.

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Year2011

LocationShun Tak, China


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Midea Showroom


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

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Year2009

LocationSingapore


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Ferrari Showroom


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.

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Year2009

LocationMacau, China

THEMED Total Brand Activation

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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.

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Year2010

LocationDaqing, China


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Daqing Oil Museum


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


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

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Year2008



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Museum Siam


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.

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Year2011

LocationYongin, Korea


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Aqua Loop at Samsung Everland


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.

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Year2010



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”.

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Year2010



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Geopark Visitor Centre


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

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Year2010

LocationSingapore


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Housing and Development Board Gallery


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.

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Year2010



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


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.

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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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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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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


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.

/185

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

e.x.i.t. into a world of powerful and engaging experiences

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