Spring 2018

In this issue:Audi at the Taipei International Auto Show | Jaguar Land Rover’s The Art of Performance Tour | Google Developer Days | Gold Coast Motor Festival | Beautiful Bangkok by Magnolias at Ratchaprasong | Bahrain Light Festival | Mubadala World Tennis Championship Interactive Zone | Ho Chi Minh City Mercedes-Benz Showroom Renovation |

Audi at the Taipei International Auto Show Taipei

At the 2018 Taipei International Auto Show, Pico’s mission for Audi Taiwan was to connect Audi’s long history of motorsport success with the incredible advances being made in driving-related technology. We fabricated a unique space for Audi Taiwan, spread over 1,326 sq. m., which showcased two beautiful vintage cars – the stunning Auto Union Type C and Audi Sport Quattro S1 Pikes Peak S1 – and introduced Audi AI technology to visitors by debuting the new Audi A8 in Taiwan.

Our main focus was to make current Audi owners aware of the astonishing innovations Audi is making in AI technology. In addition to creating space for Audi to show off their most spectacular vehicle models, we also helped create buzz for a technology forum organised by Audi and their tech partner NVIDIA, which demonstrated how AI is being used in Audi vehicles and gave visitors a glimpse of what the future holds: new user interfaces and the revolutionary zFAS driver assistanc system, which uses ‘the world’s first true traffic jam assist technology’.

Central to Audi’s presence at the show was a 10m revolving stage which gave visitors in the VIP lounge guaranteed close-up views of the two vintage cars. We also designed cute and engaging life-size Audi racing bear mascots that appeared on stage throughout the show, delighting the audience and capturing further attention.

Results

The show’s Media Day attracted 150 media representativesWe invited 3 Key Opinion Leaders to perform a live broadcast which attracted more than 150,000 viewers100 people attended the NVIDIA Technology Forum 1000+ people took photos with the Audi dancing mascots4,500 gifts were given out

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Jaguar Land Rover’s The Art of Performance Tour Various cities in China

The brief

‘The Art of Performance Tour’ is a worldwide driving experience campaign by Jaguar Land Rover. It was conceived as an engaging platform to deliver memorable experiences to customers while generating sales. The China segment lasted eight months and visited more than 30 cities, including Beijing, Chongqing, Guangzhou, Hangzhou, Nanjing, Qingdao and Xi’an.

Execution

The team supported Jaguar Land Rover with a full turnkey solution for the tour, including event conceptualisation, experience design, venue management, set-up and maintenance, event operations and logistics.

During the tour, ‘The Smart Cone Challenge’ was developed as a thrilling way to highlight Jaguar’s ‘passionate performance’ character. Once behind the wheel, participants experienced the famed responsiveness of current Jaguar Land Rover cars by driving along a racetrack. LED ‘smart cones’ served as ‘gateways’, randomly illuminating to create a constantly changing challenge.

Incorporated into the venue decoration design were elements such as curves and bold colours to convey a vivid sense of excitement. It set a new benchmark for the client’s subsequent ‘The Art of Performance Tour’ projects.

The Results

Their key contribution to a campaign of this scale set the team onto the path of successful future partnerships with global brands.

During its eight-month tour of over 30 cities in China, Jaguar’s ‘The Art of Performance Tour’ attracted over 10,000 attendees,including local media.

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Google Developer Days Shanghai

Brief

Google Developer Days (GDD) are prestigious events that showcase new products and platforms for developers around the world. Seeking to help developers fully utilise all the available tools in order to devise high-quality apps, grow and retain users and earn more income, these days are always a hit.

GDD 2017 was held at the Shanghai Convention & Exhibition Center with forums covering Android, mobile network, Firebase, machine learning, cloud service, AR and VR and many more topics. Pico was invited to deliver numerous services for this global event – design fabrication, interpretation, live broadcast, performance management and many more. We had a series of aims to achieve: engage, empower and inspire developers to ‘go global’ with Google; help Google launch products and introduce platforms to build the brand with Chinese developers; and nurture an entrepreneurial spirit and engage China’s immense scale and innovative spirit to create value for the company and the country.

Creative

Reflecting the innovative spirit of Google, we created an open, colourful and bright design for the interactive Demo Hall, allowing the developers’ demonstrations to realise their full potential. Creating this design meant that our teams had to become highly familiar with many Google products in a short time frame – a task we eagerly accepted.

Execution

The execution of GDD 2017 was complex but well within our experienced teams’ capacities. Benchmarks were high, and we achieved faithful rendition of the designs, sourced excellent quality material, and delivered superior production and fabrication. We also used outdoor flooring material to create the venue’s indoor floor for a unique and eye-catching effect.

Results

Multiple seminars and events held simultaneously across several conference roomsKeynote speech broadcast live to other venues60+media representatives in attendanceover 2,000 participants over the two daysHigh praise and positive feedback from this top-tier client

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Gold Coast Motor Festival Hong Kong

Brief

The Gold Coast Motor Festival is a Hong Kong’s premier celebration of beautiful automobiles. Designed to be “the perfect weekend for car aficionados, motor enthusiasts and the general public”, the second edition of the festival had more than 80 cars on show, from prized classic and collector cars to the most sought-after super and hypercars on the planet. There were also family-friendly attractions like children’s electric car racing, car-themed inflatable games, live music and entertainment performances and themed F&B offerings.

Creative

Pico was commissioned not only to deliver a host of event management solutions that created a fantastic weekend for all, but also to ensure that attendees visited the entirety of the sprawling festival site.

Execution

To ensure a unique and engaging guest experience pre-, during and post-event, we designed a bespoke mobile event app with several outstanding features built into it. The app was a big hit, providing basic functions like delivering information, the event programme, news updates and more. Also, the app contained a series of fun features like games, an Augmented Reality (AR) treasure hunt which covered the whole site and a lucky draw. Pico also turned it into an advertising channel by displaying the sponsor’s video and ad banner throughout the app.

Feature

Through the use of starbeacon technology, an enhanced and more accurate version of iBeacons which shortens the sensing distance from over 10m to just 3.5m, the app provided accurate navigation and made the locations for the treasure hunt even more precise – delivering fun for all throughout the weekend.

Our vision for the app was a long-term one – not just a one-off for this event. The app can be quickly adapted and used for future versions of this event, helping create value years into the future. Other benefits include being seen as a technological leader that is ahead of the competition, as well as the environmental benefits of not printing event leaflets and maps.

Results

After the event, the client’s senior management expressed great satisfaction with our work and immediately awarded us another contract for seasonal decoration work.

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Beautiful Bangkok by Magnolias at Ratchaprasong Bangkok

Brief

To mark the arrival of the first Waldorf Astoria hotel in Southeast Asia, which forms part of Magnolias Ratchadamri Boulevard (MRB), the client – DTGO, a Bangkok-based international real estate developer – wanted to make the city’s newest building an instant icon.

To have MRB become the talk of the town, Pico recommended an artistic activation: we commissioned a 3D projection mapping project to be put on by an award-winning, international group of artists.

Creative

Pico’s artwork management team collaborated with Limelight – an award-winning collective of projection mapping artists – to create a stunning installation. Pico also conceptualised and proposed a city-wide campaign called ‘Beautiful Bangkok’, which allowed the project to evolve into a district-wide collaboration between Ratchaprasong District and the Thai Tourism Board. The finished work was a massive 60-storey projection mapping installation, depicting the beauty of Bangkok through the artists’ impression of the city in four parts: ‘Nature’, ‘Sunrise’, ‘Tradition’ and ‘Nightlife’.

Challenges

This large-scale projection mapping project presented a number of technical challenges and local restrictions that needed to be over-come. Projection mapping events are usually held in town centres, where there is enough open space to create viewing points. MRB, though, is located on one of the busiest roads in Bangkok and the artwork had to be viewed from various angles. Glazed façades are also known for reducing the intensity of projections – a problem that was later solved by covering an entire 60-storey glass wall with paper. The content also had to represent the essence of Thai culture but still be accessible and captivating to an international audience.

Execution

Pico teams from both Thailand and Singapore teamed up to deliver campaign conceptualisation, artwork curation and event management services for this exciting event which ran from mid-December to the New Year’s Eve 2018. Given the city-wide effect of this event, Pico managed various stakeholders in and around the district including neighbouring buildings and residents.

The project was the first of its kind in Bangkok – a collaboration between artists, the building, the district, external contractors, the building management and other stakeholders. Convincing these entities to give autonomy to the artists presented quite a challenge and required much trust building.

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Bahrain Light Festival Manama

The 2017 edition of the wildly successful Bahrain Light Festival saw international contemporary light artists showcase the latest innovations in lighting. Their incredible displays of technical artistic dynamics and their remarkable performances attracted crowds of people over the ten-day festival. Some of the installations included ‘The Sonic Runway’, ‘Urchins’, ‘Bouquet of Lampshades’, ‘Pin-Wheels’, ‘Shadow Bath’, ‘Communication Gaps’ and more, all spread out over a two square kilometre area. This pretty, peaceful and entertaining event attracted a total of 81,393 visitors.

Mubadala World Tennis Championship Interactive Zone Abu Dhabi

Mubadala is a global investor, active in more than 30 countries around the world, with a mission to create lasting value for their shareholder, the Government of Abu Dhabi.

The Mubadala World Tennis Championship was held at Abu Dhabi’s Zayed Sports City Stadium in December 2017. The Mubadala Interactive Zone quickly became a focal point of the tennis village and the tournament itself.

Providing event and activation conceptualisation, design, content creation, event branding and event management services, Pico helped make the activation zone a big success. Our team managed to achieve multiple objectives, encouraging tournament spectators to take part in a host of exciting, active and family-friendly activities designed to raise the profile of the sport of tennis in the UAE, reminding people of the importance of living a healthy lifestyle and helping position Mubadala as a responsible business contributing to the UAE.

The inspiration behind the design concept for the activation zone was the client’s new logo. Our team placed a circular structure in the centre of the zone to represent Mubadala, with activities spread out on either side of the central stand, symbolising the company’s different subsidiaries. The end result was an open and welcoming space which evenly spread out the activities to ensure a smooth flow of traffic.

The client was satisfied with the overall outcome, remarking that this was the best and most successful activation zone that has ever been created for this event.

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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.

The photos shown in this newsletter were taken by photographers and cameramen 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 were done by Pico.

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.

Ho Chi Minh City Mercedes-Benz Showroom Renovation Ho Chi Minh City

For years, Mercedes-Benz has been a leader in Vietnam’s luxury car market. Essential to the brand’s image and interactions with its customers and the public is its busy 1,500 sq. m. showroom in Ho Chi Minh City.

In need of a refreshed look and feel, the Vietnam dealer of Mercedes-Benz asked Pico to provide interior design, fit-out and project management services for the new showroom, providing a new look that was customised to the local environment.

A crucial service request was that the showroom needed to continue to operate during the renovation work. Our team customised their work schedules, working section by section and after office hours to ensure minimal disruption to showroom operations.