IN THIS ISSUE... 1// Shanghai World Expo 2010 2// Mercedes-Benz at Bangkok International Motor Show 2010 3// Skittles Theatre at Hangzhou UME International Cinema 4// Mercedes-Benz at 18th Taipei International Auto Show 5// Housing & Development Board Gallery 6// Etisalat Retail Store 7// Fraser Suites Grand Opening 8// Mubadala at Al Ain Airshow & Abu Dhabi Golf Championship 9// 2010 Macao International Environmental Co-operation Forum & Exhibition 10// Mobile World Congress 2010 11// Taiwan Pavilion at Foodex Japan 2010 12// Showcasing the Future of Energy 13// Media Fiesta 2010 14// Pico Quarterly Customer Satisfaction Survey 15// Mercedes-Benz AMG Club Kick-off Event 16// Hutchison Whampoa Showroom

Imagemaker// May 2010

Shanghai World Expo 2010

Pico turns expo dreams to realities

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Shanghai World Expo 2010Pico Turns Expo Dreams to RealitiesShowcasing everything from scientific and technological breakthroughs to cultural and economic developments, expos have long provided a vital

platform for the exchange of ideas and future plans. As China’s first ever major expo, Shanghai World Expo 2010 will host some 200 national and

sponsor pavilions and attract some 70,000,000 visitors from around the world. Pico first contributed its fully-fledged experiential marketing expertise

to Vancouver’s world exposition of 1986. At Shanghai, we will once again demonstrate our unmatched expertise in leveraging outstanding global

experience and strong local foundations in key commercial hubs. In addition to creating 38 pavilions, Pico and MP International are appointed as the

professional exhibition planning and management for the Urban Best Practice Area (UBPA) Central Zone. Pico also handles operation and facility

management for 25 pavilions.

- Shanghai, China

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01 United Arab Emirates Pavilion 02 Holland Pavilion 03 Algeria Pavilion 04 Philippines Pavilion 05 Turkmenistan Pavilion 06 Shanghai Corporate Joint Pavilion 07 Oil Pavilion 08 Cisco Pavilion 09 Tibet Pavilion 10 Tianjin Pavilion 11 Urban Best Practice Area - Taipei Pavilion 12 Urban Best Practice Area - Hong Kong Pavilion 13 Urban Best Practice Area - Macau Pavilion 14 Urban Best Practice Area - Paris Pavilion 15 Urban Best Practice Area - Pondicherry Pavilion 16 Urban Best Practice Area - Vancouver Pavilion 17 Comoros Pavilion 18 Ethiopia Pavilion 19 Kenya Pavilion 20 Lesotho Pavilion 21 Madagascar Pavilion 22 Mauritius Pavilion 23 Mozambique Guinea Pavilion 24 Namibia Pavilion 25 Uganda Pavilion 26 Zambia Pavilion 27 Afghanistan Pavilion 28 Jordan Pavilion 29 Laos Pavilion 30 Maldives Pavilion 31 Bangladesh Pavilion 32 Yemen Pavilion 33 Cyprus Pavilion 34 Georgia Pavilion 35 Malta Pavilion 36 Lenovo VIP Hospitality Centre at World Expo Theme Pavilions

We also handles operation and facility management for Algeria, Canada, Comoros, Cyprus, Ethiopia, Georgia, Kenya, Lesotho, Macau, Madagascar, Mauritius, Mozambique Guinea, Namibia, Oil, Tibet, Turkmenistan, Vanke, Uganda, Zambia pavilions; Urban Best Practice Area (UBPA) - Hong Kong, Macau, Porto Alegre, Swiss Cities and Taipei pavilions; and Lenovo VIP Hospitality Centre at World Expo Theme Pavilions.

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Mercedes-Benz at Bangkok International Motor Show 2010

At this event, Mercedes-Benz wanted to leverage its original ‘Brand Quality’ concept values of

‘PASSION, TECHNOLOGY and ELEGANCE’ to ensure an unforgettable experience for all attendees.

After detailed thought, Pico did something totally unexpected and generated maximum curiosity

and attention by concealing the Mercedes-Benz booth under three pieces of 20m by 30m black cloth.

Winner of the ‘Best Presentation Award’, we succeeded in creating a stunning stand whose content

perfectly complemented Mercedes’ overall ‘Brand Quality’ concept. Event highlights included a fiery

‘Le Mans red’ version of the one and only Mercedes-Benz SLS AMG.

Black costumes embodying a combination of wind and motion underlined the marque and its

drivers’ energy, while red costumes symbolising elegant movement underlined Mercedes’ passion

and beauty. Our ingenious inclusion of a rose fragrance further added to the booth’s

‘best-of-the-best’ image and ambience.

- Bangkok, Thailand

Mercedes-Benz AMG Club Kick-off EventTo bring together and communicate with all of

its AMG club members, Mercedes–Benz Taiwan

recently held a truly sumptuous party at the

international landmark, Taipei 101 building.

The March 2010 kick-off event showcased

almost 50 AMG cars worth over NT$3 billion

to celebrate “RED” Valentine’s day.

To further intensify attendees’ excitement,

Pico mapped out square 21 of Taipei 101 to

showcase the various Mercedes AMG vehicles.

Ultimately, every visitor was hugely impressed

by such a genuinely extraordinary line up.

To highlight the concept of Mercedes-AMG

as ‘Master of the Race Track’, the fourth floor

was given over to the AMG-C63. The display

platform was designed in a special shape that

emphasised Mercedes’ sense of speed. The

vibrant effect was further enhanced by the

inclusion of visual elements such as a racetrack.

In celebrating the F-1 debut of its Petronas car,

Mercedes also invited attendees to enjoy gourmet snacks as they watched a live broadcast of the

2010 season’s inaugural Bahrain GP. To add to attendees’ feeling of power and passion, the

structure of the round dining area was coloured in striking black, white and red. Most impressively

of all, our designers overcame the challenge of constructing everything to extraordinarily high

standards in a remarkably tight, 10-hour time frame in a busy shopping mall.

- Taipei, Taiwan

4 IMAGEMAKER // MAY 2010

Pico’s client Chevrolet receives Best Design Award at Bangkok International Motor Show 2010

Mercedes-Benz at 18th Taipei International Auto ShowPico was once again delighted to assist

Mercedes-Benz in celebrating the aesthetics

of performance, advanced technology and

cross-field innovation at the 2010 Taipei

International Auto Show. Leveraging typically

high-level execution and service standards, our

team presented all of Mercedes’ latest models

including the AMG-E63 as silhouettes to

symbolise the massive wave these cars would

create upon their Taiwanese launch. Displayed

on the other side of one of these waves, the

newly launched Smart proved to be yet another

major talking point.

Sophisticated LED lighting further enhanced

the show’s ultra-modern ambience. Mercedes’

new luxury feature, F700 was shown on a round and inclined wooden stage whose 10-degree

rotation ensured attendees could inspect the car from every angle. The unique design proved so

popular Mercedes subsequently used it at its Taichung show.

- Taipei, Taiwan

Singapore’s public housing authority, the Housing & Development Board (HDB), is a statutory body

overseen by the Ministry of National Development. As such, it is a visionary organisation whose staff

is committed to fulfilling people’s aspirations with homes and communities all can be proud of.

In creating its gallery, HDB appointed Pico as its turnkey designing and building partner. Specific

elements that our designers incorporated included AV multimedia, interactive games with tilting

consoles and a 360-degree panoramic theatre. In addition to hologram projections and a

photo-taking kiosk, a multi-touch-screen 3-D atlas, rotoscopes and diorama displays of housing from

slums to the 1990s, plus a live microclimate and vertical green.

Housing & Development Board GalleryCutting-edge audio-visual and multi-media

technological developments were used to

open up a wide range of design possibilities

within existing site parameters. To ensure its

success, the entire project needed careful

consideration in order to maximise its overall

impact and messaging power. Ensuring the

facility was sufficiently adaptable for use in

other events also necessitated a high level of

flexibility across mediums such as lighting, AV

systems and display panels, etc.

Pico’s designers and project team were very

careful to use only environmentally-friendly

/sustainable materials & production processes

in the gallery’s conceptualisation. Melding the

virtual and real worlds into a near seamless

storyline, the end result immersed visitors within

dynamic and unforgettable displayscapes.

– Singapore

Global confectionery giant, Wrigley, launched a

new marketing strategy by endorsing a Skittles

Theatre in Hangzhou UME International

Cinema. Pico activated the brand vibrantly via

the theme “Skittles Dream Studio”; a richly

themed Skittles environment with a happy

rendition of rainbow colours, Skittles characters

and cartoonish icons. Targeted at teenagers,

the Skittles Dream Studio brings endless fun,

joy and sweetness, adding a punch of

excitement to a usual movie experience and at

the same time, leaving a deep impression of

the brand with the movie-goers. Pico was also

appointed to execute and maintain the crafted

environment after the full design conceptualisation.

– Hangzhou, China

Skittles Theatre at Hangzhou UME International Cinema

After the hugely impressive image and ambience Pico created for its Mubadala Hospitality Chalet at

the Dubai Airshow, Mubadala had no hesitation in commissioning us for their hospitality chalet at

the Al Ain Aerobatic Show. Asked to produce interiors for one of the client’s prefabricated chalets,

our designers chose a distinctive white with contrasting blue lights. TDIC was yet another Abu

Dhabi government body that made use of our proven chalet expertise. Our design for this client

boasted a playful allure and incorporated an eye-catching aeroplane. TDIC is no stranger to our

chalet capabilities, having regularly used us for the annual Abu Dhabi Golf Championship. The

January 2010 event was no exception.

“We are extremely impressed with Pico’s overall designs and services”, said Ms. Nina Assad, Marketing

of TDIC, of our design for the 2010 TDIC chalet at the Abu Dhabi Golf Championship.

– Dubai, UAE

Mubadala at Al Ain Airshow & Abu Dhabi Golf Championship

Hosted by the Media Development Authority

(MDA) of Singapore, the month-long Media

Fiesta lifestyle festival is designed to encourage

more diverse and responsible media consumption

and to increase awareness of technology-driven

media services among the public. The ultimate

aim is to build a technologically-savvy and

connected society through the promotion of

media for work, learning and play. Being the

organiser of Media Fiesta, Pico was responsible

for the design, build and project management

of the entire March 2010 event.

In addition to showcasing Singapore’s top

media talents and creations, we were entrusted

with sharing technologies and products that

have yet to receive a public launch. To maximise

interest amongst older visitors, children and

younger families we respectively broadcast

classic movies, organised e-publishing workshops

and family bonding video gaming competitions.

Media Fiesta 2010’s closing concert also gave

up-and-coming talents valuable exposure to a

mass audience. The activities proved to be very

well-received by the public.

This year’s event was anchored around four key

weekend attractions at different locations. The

Media Transformer – a specially created,

configurable mobile exhibit was used to

deliver an innovative media experience on each

weekend. Encouraging visitors to explore the

future of edutainment, games, new media

technologies and many other interactive forms

of communication, all four events were huge

hits with audiences.

- Singapore

Media Fiesta 2010

For its recent retail expansion, major UAE

telecom provider, Etisalat, tested Pico’s turnkey

interior fit-out capabilities to the limit. Our

team’s curved wall design was inspired by the

fluidity of the client’s logo. Enlivened with

unexpected LED ceiling-mounted lights, the

curved design created a playful environment

in which shoppers were liberated from

conventional boundaries. Our aesthetically

appealing design’s primary aim was to deliver

on the client’s promise of enabling users to

communicate with the world by leveraging

Etisalat’s unique “Reach Your World” brand

promise. Pico has already completed three

Etisalat outlets at Mirdiff City Centre, Arabian

Plaza and Al Hawra mall Ras Al Khaimah, and

a number of additional stores are now nearing

completion.

– Dubai, UAE

Etisalat Retail Store - Designed to Touch Consumers’ Lives

Hutchison Whampoa Limited (HWL) is a global leader in innovative technologies and oversees a

diverse array of worldwide holdings. In addition to some of the world’s biggest port operators and

retailers, HWL’s portfolio includes major property development and infrastructure projects and

ultra-sophisticated telecommunications systems.

Pico has been a HWL partner of choice for exhibitions, road shows and showrooms for many years.

Earlier this year, we once again won great praise when we were commissioned to design and build

HWL’s prestigious new Shenzhen showroom.

“We have cooperated with Pico many times over the years and remain very satisfied with your

work.” - Ms.Wang, Marketing Department, Hutchison Whampoa Limited

– Shenzhen, China

Hutchison Whampoa Showroom

Macao International Environmental Co-operation Forum & Exhibition (MIECF) is the major annual

showcase for Macau’s increasingly important environmental protection sector. This year, Pico was

once again commissioned to design and build several booths at this extremely meaningful event.

Our key clients included leading corporations and institutions such as Macau’s American Chamber

of Commerce, Jiangmen Pavilion and Macao Water. The first two of these designs won MIECF’s

coveted ‘Green Booth Award’.

– Macau

2010 MIECF Goes Green

The world’s premier forum for sustainable future energy specialists, the World Future Energy Summit

(WFES) has been described by the New York Times as “the Davos of renewable energy”. In the 2010

Showcasing the Future of Energyevent in January, major exhibitors who

commissioned Pico to create their stands

included TAQA, a global leader in the energy

sector. Our designers subsequently created

a WFES showcase which highlighted TAQA’s

status as a leading investor in the worldwide

Power Generation, Heat & Water

Desalination, Upstream Oil, Gas Pipelines &

Services industries. TAQA subsequently

credited our expertise as being a key factor

in their successful showing at this event.

Other energy brands Pico’s design teams

assisted at WFES 2010 included Al Arabiya,

Emirates Foundation, GE Energy, JCCME,

Mitsui, NGK, Siemens and TDIC.

– Dubai, UAE

Mobile World Congress 2010Mobile World Congress (MWC) remains a ‘must-visit’ platform for leaders in the global mobile

technology and cell phone industries. Covering eight halls of the Fira Barcelona facility, MWC 2010

saw approximately 1,300 companies showcase their organisations and wares. This year’s GSMA

Mobile Money Summit also offered participants a unique opportunity to achieve premium market

exposure by affiliating themselves with the world’s largest and most influential mobile

telecommunications association.

2010 marked the second time Pico has been appointed to design, build and project manage

leading telecoms and network solutions provider, ZTE’s exhibition booth. Our 523 sq. m. display

subsequently provided ZTE with an ideal platform from which to highlight both their products

and unified brand image.

– Barcelona, Spain

Please visit www.pico.com for more information.Edited, coordinated, designed and published by Pico Group. All rights reserved. No part of this publication may be reproduced in any form or by any means, including photocopying and recording without the written permission of the publisher. For information, please contact us at Pico House, 4 Dai Fu Street, Tai Po Industrial Estate, NT, Hong Kong SAR, or call us at 852 2665 0990, or email to corp.info@hk.pico.com.

IMAGEMAKER // MAY 20108

We sincerely thank everyone who took the time and trouble to participate in our recent on-line customer satisfaction surveys! The prizes for our 2009

fourth quarter and 2010 first quarter survey lucky draws went to Ms. Chisae Takahashi of Takara Belmont Corporation and Mr. Liu Weijiang of CNPC.

Congratulations to you both!

Pico’s Corporate Customer Care Centre treasures every opportunity to hear from valued clients like yourself. Should you have comments or suggestions

you would like to convey to our senior management team, please email your ideas and insights to customer.care@hk.pico.com at any time.

Pico Quarterly Customer Satisfaction Survey

A subsidiary of Singapore’s successful Fraser chain of serviced apartments, Fraser Suites now

operates properties in both Asia and the UK. Their recent Bahrain project was the first development

of its kind on Manama island to be connected direct to the Seef Mall.

To increase awareness of its global presence, the client specified that the whole building must be

illuminated with special city colour wash lights. As the venue is a working service apartment, Pico’s

team had to work very discreetly so as not to disrupt tenants’ daily lives.

The actual event took place around the outdoor swimming pool on the seventh floor of the property

itself. The aim here was to simultaneously promote other Fraser facilities such as the development’s

gym, spa, business centre and breakfast room. The event also featured a “tour de suites” where

guests could see the designs and layouts of four serviced apartments’ on the property’ ninth floor

Atrium. To reinforce the global message, each suite was decorated to reflect the Indian, Asian,

Arabian and European markets where Fraser operates. Human statues and musicians playing

distinctive music from the four regions were placed outside and inside each suite. Guests were also

enchanted by an aerial silk artist on the atrium. As events in Bahrain are normally very formal, all of

these attractions were ground-breaking ‘firsts’ for the island state.

– Manama, Bahrain

Fraser Suites Grand Opening

Foodex Japan continues to be amongst Asia’s largest specialist culinary shows. Held in March 2010

in Makuhari, Japan, this year’s event attracted over 80 major Taiwanese companies. Taiwan External

Trade Development Council’s (TAITRA’s) ultimate aim in attending Foodex is to better promote cities

within its home market. As a semi-government organisation, TAITRA was also responsible for asking

all leading design companies to officially tender for the Taiwan pavilion.

To emphasise Taiwanese people’s hospitality and spread awareness of the country’s delicious cuisine,

Pico chose a traditional architectural motif from gourmet hub, Tainan, in the country’s south. With

its delightful red brick and earthenware eaves, our design really added warmth to Taiwanese food’s

image. Our unique concept subsequently went on to beat several other bidders with strong global

networks and extensive exhibition experience.

The Pico-designed Taiwan pavilion at Foodex ultimately helped generate very impressive results in

just four days! Such remarkable results affirm not only the quality of Taiwanese food but also the

very appreciative TAITRA team’s faith in Pico.

– Makuhari, Japan

Taiwan Pavilion at Foodex Japan 2010