strategic alliance for expo milano 2015
TRANSCRIPT
// SPRING 2013
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Pico at Sochi 2014 Winter Olympic Test Events
Strategic Alliance for Expo Milano 2015
IN THIS ISSUE... 1// Audi Ice and Snow Experience 2// China UnionPay at Shanghai ATP Masters 1000 3// Clean and Green Week 4// Team FAW Toyota 5// Mobile World Congress 6// Trumpf Old Shanghai Night VIP Gala Dinner 7// Bahrain Defence Force Military Museum 8// Defence Science Revealed! 9// Ferrari Party 10// Hong Kong Fashion Extravaganza 11// Pico Geodesic Dome 12// The Hub Showroom 13// Samsung Architectural Products Gala Dinner 14// Shanghai Volkswagen New Santana Legend Tour 15// Top Marques Grand Opening 16// Sheikh Nasser Youth Creativity Award Ceremony 17// Retail Global Connexion 18// Henkel Showroom 19// Pico Fosters Secure and Environmentally-Responsible Office Practices 20// Decking the Halls with Festive Décor 21// ARTISTRY Roadshows 22// Huawei at Consumer Electronics Show 23// Caterpillar at bauma China 24// Macronix at electronica 25// Pico MENA Regional Headquarters 26// Pico Partners with DOW to Enhance Branded Experience in Asia Pacific 27// Pico Announces Strategic Alliance with Fiera Milano for Expo Milano 2015 28// CECIMO Launches, Along with Asian Partners, an International Machine Tool Exhibition in Shanghai, China 29// Pico Launches Universal Apps for Its Brochures 30// Insights
IMAGEMAKER // SPRING 20132
Pico Announces Strategic Alliance with Fiera Milano for Expo Milano 2015Pico Group announced that its subsidiary in London, Pico In-Creative
UK Ltd., has formed a strategic alliance with the Italian MTA-listed Fiera
Milano S.p.A. (“Fiera Milano”) to provide professional services to
participating countries at Expo Milano 2015 (“Expo 2015”). Fiera Milano
is the Italian leader, and one of the main integrated companies worldwide,
for exhibition and congress management and organization. Its subsidiary
Fiera Milano Congressi is an Official Provider and Supplier for Expo 2015.
Under the memorandum of understanding, Fiera Milano will be Pico’s
local partner in Italy, while Pico will focus on accelerating its marketing
efforts, in particular, to participate in the Invitations to Tender (ITTs)
given out by countries and organisations participating in Expo 2015 with
the intention of providing our expo-related expertise and professional
services in the fields of Design, Project Engineering and Construction,
Facility Management, Human Resources Management, Food and
Beverage, Marketing, Events and Communication and Customs and
Pavilion Operations.
To facilitate and expedite marketing and operations processes, a Strategic
Committee has been formed which includes representatives from both
parties. An office will be set up at the Trade Fair Centre in Rho, just
beside Expo Milano 2015 site. This strategic alliance will generate value
for both Pico and Fiera Milano, and we are looking forward to creating
excellence together in 2015.
Mr. Lawrence Chia, Chairman of Pico, said, “Over the last 26 years, Pico
has successfully created more than 70 pavilions at eight world expos and
gaining much acclaim for our recent work at the Shanghai World Expo in
2010 and Yeosu Expo in 2012. Our partnership with Fiera Milano in Italy
will lay the groundwork and extend our expo expertise to the participating
countries and organisations in Expo 2015. We are confident that the
Milano Expo 2015 will sustain our strong momentum in the universal
exposition sector.”
Mr. Enrico Pazzali, Chief Executive Officer of Fiera Milano, commented,
“This is the beginning of an alliance that I believe can make a highly
successful contribution to the success of Expo 2015. Two of the leading
groups worldwide in the organization and management of exhibitions
and ancillary services are combining their professionalism and expertise.
The organisers of Expo 2015 and all the official participants can now
count on a partner that is first-in-class and active in all areas of the
exhibition chain, thereby guaranteeing a service that is not only of the
highest quality but one that is wide-reaching and capable of meeting
all demands.”
– Milano, Italy
Pico at Sochi 2014 Winter Olympic Test EventsA new Olympic Park has been built by the Black Sea coast, with 11 venues divided between two clusters: ‘Coastal’ and ‘Mountain’. During the 2012-13
winter season, some 21 world-rated international test events in all 15 Olympic disciplines and five Paralympic sports are taking place at Sochi, including
the ski jumping World Cup which was held in December 2012.
Pico is providing temporary venue overlays for the games venue in the Coastal cluster. The central focus is the Olympic Park. It connects all competition
venues with the parking zone and infrastructure elements. For the first time in the history of the Olympic and Paralympic Games, all ice arenas are within
walking distance of one other. At full capacity, the Olympic Park will be able to accommodate 70,000 visitors.
– Sochi, Russia
CECIMO Launches, Along with Asian Partners, an International Machine Tool Exhibition in Shanghai, China
The EMTE-EASTPO Machine Tool Exhibition will be held in Shanghai at the Shanghai New International Expo Centre from 14 to 17 July 2014. The joint exhibition will leverage on the combined strengths and expertise of three partners: CECIMO, EASTPO Culture Development, and MP Organisation.
CECIMO had the great opportunity to partner with EASTPO and MP to jointly organise a large-scale machine tool trade exhibition in Shanghai for the Asian market. It gave CECIMO the opportunity to graft itself to one of the three largest machine tool exhibitions in China and the region, namely the Shanghai International Machine Tool Fair, better known as EASTPO. The collaboration agreement was signed by the partners in Singapore on 19 February 2013.
The first EMTE-EASTPO exhibition is expected to be a high quality showcase of innovative technology and practical solutions presented by leading names from around the world. CECIMO’s Mr Geerts explained, “It will be the only CECIMO-backed exhibition in Shanghai, and the organising team has a strong track record of organising machine tool exhibitions and related shows.”
Following the strong tradition of major exhibitions in Europe, EMTE-EASTPO has in place strict exhibitor admission rules. We will also ensure that the intellectual property rights of manufacturers are not infringed, and that there will be live demonstrations of exhibits presented according to product sectors.
EMTE-EASTPO 2014 will showcase the best from the machine tool industry from around the world. EASTPO alone covered 80,000 square meters of
gross exhibition space in 2012, and the addition of EMTE is expected to add quite many square meters to the area covered by the four-day exhibition.
The wide array of exhibits will be displayed in sectors that include machine tools, precision tools, parts, components, accessories, manufacturing and process automation, metrology and quality assurance, and services.
For more information, please visit www.emte-eastpo.com or http://www.mpinetwork.com/
- Shanghai, China
Pico Partners with DOW to Enhance Branded Experience in Asia Pacific
In January 2013, Dow officially announced the commencement of a Global
Branded Experience Project: a strategic partnership with Pico on tradeshow
optimization in China. A contract was signed between Dow and Pico at
the Shanghai Dow Center by Patrick Ho, Dow Chemical’s Vice President,
Operations, Public Affairs and Government Affairs, Asia Pacific and
Lawrence Chia, Chairman of Pico. The aim of the project is to optimise
cost effectiveness, improve operational discipline, reinforce ROI (Return
on Investment) measures, drive brand consistency and manage resources
in a sustainable and economical manner. Pico will work closely with Dow
to help them effectively achieve these aims and effectively deliver their
tradeshow implementation. This large-scale project will start with a rollout
in Greater China, which will then be expanded to other regions in
southeast Asia and India.
– Shanghai, China
IMAGEMAKER // SPRING 20134
At Pico, we strongly believe that the future quality of human life is dependent on both economic vitality and a healthy natural environment. The continuing
health of the communities in which we operate in and the natural environment is crucial to our global success and will play an ever-greater role in our
future achievements. Our PicoEco policies ensure that we are committed to the principles of sustainable development, that we reduce the environmental
impact of our business operations wherever possible, and that our activities help to safeguard our planet for future generations.
Pico Geodesic Dome
Pico recently launched a new service in Thailand which will further bolster our events delivery capabilities. The Pico Geodesic Dome is nothing less than an
ecologically sound temporary ‘living system’, which maximises space while minimising energy and material.
Both lightweight and portable, the dome can be quickly erected in almost any urban or rural setting. Its spherical surface means that there is virtually no
unused interior space, while its beautiful esthetics and stunning glass entranceway ensure it is a space to ‘see and be seen in’. The Dome is available in
two models: 150m and 300m.
– Bangkok, Thailand
Singapore’s Clean and Green Week 2013
‘Clean and Green Singapore’ (CGS) is an annual campaign organised by
the country’s National Environment Agency to promote public awareness
of environmental issues and to encourage and motivate community
participation and action on environmental issues.
Pico was proud to have been closely involved with all aspects of the CGS
2013 Carnival and Launch Ceremony at the Gardens by the Bay – from
design and fabrication to multimedia and project management.
The highlight of the carnival was an integrated exhibition where interactive
exhibits with engaging features co-existed with information panels,
simplified with infograpics, visuals and multimedia elements making the
content light, fun and accessible. Fun-filled thematic, learning-based
and message-driven activities, games, workshops and community green
booths gave the carnival shape and provided ‘edu-tainment’ for
individuals, families and larger groups.
Despite the challenge of rainy weather hindering the build-up process,
Pico’s proficiency in event planning, programing, infrastructure and
resource support allocation ensured a smooth operation and delivery of
the entire event.
“Just to say a brief but sincere thank you to both Pico and your team
for the excellent work done for the CGS launch. I believe the general
consensus was that everyone felt it was well executed.” - Christopher
Ang, Senior Deputy Director, National Environment Agency
– Singapore
The Hub, developed by Shui On Land, is a massive new project in
Shanghai that will become a new landmark as well as a business and
lifestyle hub. Located in the Hongqiao District of Shanghai, China,
The Hub will sit at the confluence of all transportation nodes in
Shanghai: Hongqiao Airport, Hongqiao Railway Station, Hongqiao
Maglev Station, both east and west traffic centres and the urban rail
transportation network.
The Hub will encompass 380,000 sq. m. of floor space, including
an exhibition centre, four office buildings, a five-star hotel and an
entertainment village and will serve the entire Hongqiao commercial
zone and the 75 million people living within the high speed railway’s
one-hour catchment area.
Pico fabricated and project managed the showroom for this exciting
development. Located at Hongqiao Airport, the 500 sq. m. space
highlights not only the many features of the project, but also adheres
strictly to its sophisticated design features and eco-friendly design intent.
– Shanghai, China
Pico Activates The Hub Showroom
Pico Fosters Secure and Environmentally - Responsible Office Practices
Pico recently joined hands with Proshred, the secure document shredding service, to launch a community campaign designed to encourage Pico staff to
reduce their carbon footprint through recycling and to promote secure and environmentally-responsible office practices.
The document shredding campaign was launched at the Pico Dubai office. After the event, Pico received a TreeSaver Environmental Certificate, which
indicated the total number of mature trees that had been saved through this recycling process: an impressive 29.
– Dubai, UAE
Hong Kong Fashion Extravaganza 2013
The Hong Kong Fashion Extravaganza is the first independent show in Asia dedicated to promoting Hong Kong-featured fashion brands. Organised by
the Hong Kong Trade Development Council (HKTDC), the 2013 version of this annual show featured the spectacular collections of four world-renowned
fashion icons: Aganovich from Paris, featuring designer duo Nana Aganovich and Brooke Taylor; Chi Zhang from Beijing, Holly Fulton from London and
Johanna Ho from Hong Kong.
The Hong Kong Young Designers’ Contest has been an integral part of the Extravaganza since 1977, helping to foster “a new generation of fashion
design talents for the local garment and fashion industry”. Pico created the setting for both the Fashion Extravaganza and the Young Designers’ Contest,
and was responsible for the model sequence, lighting and audio-visual effects, fitting preparation, and scouting for special performances at the Young
Designers’ Contest function.
– Hong Kong, China
IMAGEMAKER // SPRING 20136
Pico Takes Shanghai Volkswagen’s New Santana on an Epic Road Trip
In 1984, Volkswagen introduced its iconic Santana sedan to China. Now,
almost 30 years later, it has sold over four million units, becoming one
of the best-selling cars in the country’s history. To celebrate and publicise
the launch of the second-generation Santana model, Pico and Shanghai
Volkswagen decided to take the new car for a test drive. A lengthy one:
all the way from Germany to China - covering almost 20,000 km!
Under the slogan ‘The Power of Truth’, the 45-day transcontinental trip
involving a fleet of the new Santanas was at once an extended media
tour, a World Premiere and a China launch event.
To maximise the gains from this tour, the teams needed to show off the
new Santana’s superior technology, excellent design and its many safety
features to audiences across Europe and Asia. This involved a careful balance
of product positioning, cultural understanding and quick thinking.
Shanghai Volkswagen put Pico TBA in the driver’s seat for much of the
mission, tasking us with the ‘scientific’ responsibilities of route planning,
logistics of the car movements and execution planning; as well as the
‘artistic’ tasks of participant management, thematic concept integration
and crafting a 360-degree media strategy for the 45-day trip.
The result showed the world the new Santana’s outstanding performance
and reliability in a variety of environments and road conditions, impressing
the public and making a splash with numerous media organisations on its
amazing journey across two continents.
– from Germany to China
2013 Audi Ice and Snow ExperienceThe Audi Ice and Snow Experience Event is Audi’s thrilling annual snow driving showcase. This two-week event in January 2013 marked the 9th year of China’s most professional - and spectacular - snow driving experience event. Pico was commissioned by the client, FAW - Volkswagen Sales Co. Ltd., to create the venue for this event in the frosty Changbai Moun-tains in Jilin Province.
Designed to showcase Audi’s incredible Quattro technology and superlative control in demanding weather conditions, this event has already become famous with motoring fans across Asia. The main ingredient for success is, of course, a plentiful supply of snow and ice; and over the last decade, the Audi Ice and Snow Experience Event has drawn big crowds and enjoyed a great reception in locations around China including Manzhouli, Harbin and the Changbai Mountains.
For Pico teams, the 2013 event took place in a challenging environment: the temperature stayed consistently between -20 and -10 degrees Celcius: perfect for the event, but it made for frosty working conditions! Much like Audi’s precision automobiles, our people powered through to deliver on time and on budget. Not only that, the experience we gained from this event will allow us to execute other projects in demanding geographical or weather conditions in the future.
– Jilin, China
Mobile World Congress 2013
The Mobile World Congress (MWC) is an industry-defining event for the
mobile communications sector. Held in Barcelona every year, the 2013
edition boasted more than 72,000 attendees from 200 countries. Pico
helped create a powerful presence at the show for a number of big
players in the mobile industry.
Kyocera, a brand famous in Japan needed to boost their worldwide
profile and show off their impressive array of products. In addition
to designing a simple, elegant and very Japanese-style booth, Pico
part-produced an eye-catching short film to pull traffic into the booth
and created a comfortable space where Kyocera staff and potential
clients could meet.
Huawei’s latest and greatest Ascend D2 and Ascend Mate handsets were
on show at their booth and took the show by storm. Their well-lit,
unpretentious yet accessible booth, fabricated by Pico, had been a big
success earlier this year at the Consumer Electronics Show (CES) in Las
Vegas (see page 14) and proved to be a winning formula again at MWC.
Pico made Gigamon’s booth into the perfect showcase for their innovative
developments in Visibility Fabric architecture, in particular their solutions
for transforming ‘Big Data’ into manageable data for mobile carriers.
Our execution of their brief helped the company effectively display their
commitment to addressing the management and monitoring needs of the
demanding mobile carrier environment.
Kapsch Carriercom requested that Pico design a Hospitality Suite for them,
to hold exclusive invitation-only events which would underline their
company’s commitment to quality. Design-wise, the Suite needed extra
height to be seen from the Skywalk above the taller stands. Pico decided
on a “Big Top” type roof to give the client greater visibility. This tactic
worked perfectly and Kapsch was very pleased with the result.
Over the years, Pico has been involved in numerous telecommunications
shows and events and services renowned mobile giants around the world.
Pico has been appointed the official contractor for the upcoming Asian
edition of the Mobile World Congress, Mobile Expo Asia, which will take
place in Shanghai in June, 2013. The stage is set for Pico to realise even
greater gains for global and national brand names.
– Barcelona, Spain
Team FAW Toyota 2013
Hosted by FAW Toyota Motor Sales Co. Ltd. (FTMS) at the Guangzhou International Sports Arena, the theme of the conference was ‘Team FAW Toyota 2013’.
Keeping the event simple, but vibrant and colourful, Pico’s role included design, fabrication, production, multimedia and event management. Design highlights
were a red carpet ‘timeline staircase’ leading up to the entrance, and a stylised ‘rising phoenix’ logo, symbolising the strength and endurance of Team Toyota.
– Guangzhou, China
Ferrari Party Paints the Town Red
Every milestone deserves a party. So, to mark Ferrari’s 20th anniversary in
China, the opening of the Ferrari Myth exhibition in Shanghai, and to give
thanks to the loyal Ferrari car owners and dealers across the country,
Ferrari decided to throw a suitably spectacular party in Guangzhou.
As expected, this was no ordinary party. As the closing event for 11
months of anniversary celebrations, Ferrari wanted 22 November, 2012 to
be a day to remember, with the public, the dealers and the fans treated to
stunning display of the power and prowess of the ultimate luxury sports
car brand. Beginning with a parade of over 130 Ferrari cars, driving past
crowds exceeding 250,000, the day continued with a Ferrari display at
Haixinsha Stadium and a gala evening at the Canton Tower, illuminated in
red specially for the occasion.
Thanks to our involvement with the Ferrari Myth exhibition in Shanghai,
Pico were already ‘Ferrari experts’, with a unique, in-depth appreciation of
the brand. This puts us in the pole position to deliver on our wide-ranging
responsibilities: from design (including conceptualisation), technical design
and video production; to event management and show production of the
staging, AV elements, for the gala dinner and VVIP reception.
At the gala event, Pico gave a powerful delivery from the opening
sequence, with a red line streaming around the interior space, a
roaring engine surround-sound effect, and a seamless transition to
a boisterous crowd cheering at an F1 racetrack. We kept the energy
high all the way to the reveal of the Virtual Ferrari Myth, fleshed out
by extensive use of projection mapping technology and brilliantly
executed with video production.
Technical expertise aside, Pico teams also got the chance to flaunt other,
less-tangible abilities. The night before the event, the client came to us
with an emergency - a large outdoor structure left behind after another
car company’s event near the Canton Tower needed to be covered up.
We raced to find a solution, and miraculously managed to erect a 40 metre
long by 4 metre high metal truss frame covered with red fabric wrap;
and decorated with projection videos of Ferrari racing. We managed to
complete this last-minute project on the afternoon of the event day, just
before the gala dinner event began!
The client was extremely impressed with our teams’ quick thinking and
creativity, as well as our flawless on-site execution of the event itself. Not
only did Pico deliver a world class event experience, our team proved that
we have the talent, expertise and flexibility to create excellence even under
extreme circumstances.
“It has been a marvellous day of celebrations, with many enthusiasts, a lot
of young people and the city full of Ferrari flags. This has been the best
demonstration yet of what the Prancing Horse represents in China – not just
from a commercial point of view, but above all else for the Chinese people’s
passion for Ferrari.” -Luca di Montezemolo, Chairman of Ferrari
– Guangzhou, China
IMAGEMAKER // SPRING 20138
The world of Defence Science is a mysterious one, one that is commonly seen
as the exclusive domain of spies and the military. For their 40th anniversary,
DSO National Laboratories, Singapore’s national defense R&D organisation,
decided to ‘lift the curtain’ and give the public a glimpse into the incredible
scientific achievements behind some of the world’s military marvels.
The result was Defence Science Revealed (DSR), the largest defence sci-
ence exhibition ever held in Singapore. Tasked with the development
and fabrication of DSR, Pico and Gallagher & Associates Asia (GAA) were
responsible for the project management, concept development, exhibit and
interactive design, fabrication, set-up, graphic printing and installation
management.
The 1,400 sq. m. exhibition featured three zones – Surveillance and
Stealth, Science of Flight and Armour and Protection. Visitors were
presented with an impressive line-up of interactive exhibits, multimedia
games and enriching workshops.
The challenge was to ensure that the complicated science was explained
in a simple yet succinct manner such that visitors, especially children,
could understand and engage with the exhibits. Much of the science
behind the advanced military technology is complex and many sessions
were conducted with the client to ensure that the full breadth of the
content was understood and interpreted accurately.
Conceptualising the appropriate interactive strategies presented a further
challenge, as Pico and GAA worked to provide a layered visitor experience
throughout the gallery. Tactile, multimedia and mechanical interactives were
integrated into the exhibit design to provide a comprehensive interpretation
of the content.
Pico and GAA executed the project deliverables on-time and on-budget in a
professional manner. More importantly, visitors underwent an immersive and
educational experience that left many in awe of the inner workings behind
modern day defence technologies like stealth’s ‘Hide and Seek’ technology,
hyperspectral cameras and explosive reactive armour.
– Singapore
Defence Science Revealed!
The Top Marques Shanghai show is Asia’s most exclusive luxury show, attracting more than 100 exhibitors to a ‘melting pot’ of the world’s most exotic luxuries - from supercars and private jets to watches, jewelry, art and antiques. The show came to the Shanghai Exhibition Centre, filling over 15,000 sq. m. of exhibition space with the best of the best.
Pico was a valuable partner in the show’s opening ceremony, attended by over a thousand VIP guests, successfully providing a comprehensive range of event management services, including proposing the site decoration, AV management, show management and onsite operations.
– Shanghai, China
Top Marques Grand Opening
China UnionPay’s sponsorship of the Shanghai ATP Masters in Shanghai
was a groundbreaking event and an enormous step forward for the future
of business in China. Pico were proud to assist China UnionPay in their
Patron sponsorship of this world-class tennis event, and helped design a
360 degree activation to suitably brand and position the client, including
advertising, events and card holder consumer activities.
Highlights of the branding campaign included outdoor advertising in
airports and on public transport, press conferences and TV ads; branding
at partner stores like the Guo Mei electronic supermarket, the creation of
a special Weibo microsite as well as on-site branding.
We also created buzz through other channels, encouraging Premium card-
holders to ‘spend more with UnionPay’ and win tickets to the Shanghai
Masters, while Sports Cardholders were eligible to win sports gear. Internal
voice messaging and staff and inter-bank photo competitions created
excitement inside the bank and its partner organisations.
By engaging the public, cardholders, other banks, tennis lovers and even
internal staff, Pico created a successful campaign which will pave crucial
new ground in the field of corporate sponsorship across China.
– Shanghai, China
China UnionPay Breaks New Ground at Shanghai ATP Masters 1000
On 5 February 2013, as part of the Bahrain Defence Force’s 45th
anniversary celebrations, His Majesty King Hamad bin Isa Al Khalifa,
officially opened the Bahrain Defence Force (BDF) Military Museum. Pico
was commissioned to design and create the museum displays spanning
11 themed halls, within a period of three months. The museum houses
paintings, documents and photos documenting the history of Bahrain’s
military and the Defence Force and also displays the flags and weaponry
of various BDF units.
After the national anthem, His Majesty the King unveiled the commemorative
plaque and then embarked on an guided tour of the museum. HM the
King toured the Bahrain’s Rulers’ hall, the halls of historical forts and
documents, the Arabian horses’ hall and the hall of antique weapons.
He then inspected the army, navy and air forces sections and the display
of uniforms and medals. Display highlights included the BDF’s
participation in significant historical events, such as the war to liberate
the State of Kuwait.
After the tour, His Majesty signed in the VIP guest book and expressed
his pleasure with the museum, adding that the museum preserves
Royal Tour of the Bahrain Defence Force Military Museum
national military history and takes pride in the Bahraini people’s military
achievements. HM the King hailed the Defence Force’s landmark
historic achievements and expressed his thanks and appreciation to the
BDF for their successful work.
The Military Museum is scheduled to open to public in the later part
of 2013.
– Bahrain
IMAGEMAKER // SPRING 201310
In January 2013, one of the most prestigious youth events in Bahrain and the Gulf Cooperation Council (GCC) took place at the University of Bahrain.
The annual Sheikh Nasser Youth Creativity Award Ceremony 2013 is organised by the General Organisation for Youth and Sports (GOYS) and aims to
motivate young people in Bahrain and the Gulf, helping them to hone their capabilities and present creative projects which highlight the idea of youth
and young people in an active way.
Pico was appointed to design and manage the entire event from initial design concept, event logistics, event and artist management right through to
program planning and execution. Pico put together a lively program that included a spectacular ‘LED Lights’ performance by the European Neon Dance
performers Vospertron and a rousing percussion performance put up by a group of youths from Arabs’ Got Talent’s Overboys. Particular attention was
devoted to the deployment of stage and ambient lighting effects throughout the venue, which helped drive the event’s visual impact and overall effect.
– Bahrain
Sheikh Nasser Youth Creativity Award Ceremony
Henkel is a global company founded in Germany, employing over 47,000 people worldwide. They are market leaders in adhesives, sealants and surface
treatments for craftsmen, consumers and for industrial applications. Henkel are expanding their operations in China and wanted a temporary showroom
to showcase their product range while their permanent facility was being built. They turned to Pico to assist with the design, fabrication and project
management of this showroom.
We were selected for our expertise in providing solutions and professionalism and advised Henkel throughout the entire process, remaining engaged and
involved in every step. Henkel had a clear concept of what they wanted the Shanghai showroom to look like, but left the details to Pico: we helped the
client understand their objectives and how best to showcase their products within the temporary showroom.
As a German company, Henkel have clear branding guidelines, with the design concept focusing more on clean lines, quality finishings and above all,
functionality. The need for a product demonstration area with special exhaust functions (due to adhesive fumes), as well as moveable dynamic display
modules created some ‘interesting’ design issues, but our teams successfully worked with the Henkel technicians to quickly find solutions.
Despite the tight schedule, Pico ran ahead of the timeline and delivered this valued new client with a first-rate project.
– Shanghai, China
Henkel Temporary Showroom
Retail Global Connexion
Retail Global Connexion is an annual retailers’ forum organised by
CapitaMalls Asia Limited as a networking platform for retailers to
meet new investors and business partners and as an event to generate
interest in the retail industry among tertiary students. Pico together with
its subsidiary FreeState Asia, was appointed for the second year in a row to
stage the 2012 edition at Raffles City Convention Centre Singapore.
With a list of distinguished speakers representing some of the world’s most
recognisable brands, the project team created an experience that articulated
the conference theme of “By Design”, through a dynamic environment that
transforms according to the flow of the programme.
The first part of the experience introduces “By Design” using a dark stage
setting. Instead of a usual static wooden backdrop, dynamic lighted frame
Samsung Architectural Products Gala Dinner
One of the most important parts of Pico’s brand activation process involves helping our clients stand out from the rest of the pack. These activations
often involve revolutionary thinking and breaking with tradition.
This was the case when Pico worked with Samsung’s PR Agency Bridge to activate Samsung’s new range of architectural products in Taiwan. Instead of
introducing the new products through the traditional exhibition route, Samsung chose to do it in a more intimate and impressive way, by inviting potential
clients to a gala dinner.
This event helped introduce the products by providing a platform which demonstrated industry leadership, and seamlessly blended product exhibition
with seminars and entertainment. Without being disturbed by other exhibitions or events at the exhibition hall, the gala’s 200 important guests got to
focus exclusively on Samsung’s innovative products. As an added bonus, the event also became a platform for important industry figures, allowing them
to connect and socialise; resulting in more brand awareness and more PR opportunities for Samsung.
– Taipei, Taiwan
blocks showing the different brands in layers was brought to live upon
a trigger activated by the guest of honor. To introduce each individual
brand and their speakers, music tracks was specially curated to reflect and
distinguish the brands from each other. Finally, in bringing the conference to
an end, the team put a creative spin to the usual closing by choreographing
a flash mob performance as part of the final Q&A session which created a
lasting impression on delegates and attendees alike.
Despite challenging move in and logistical pain points, coupled with an
extremely tight window period of six hours for turnover, the project team
worked through an overnight setup and thus ensured the delivery of yet
another successful event for CapitaMalls Asia.
– Singapore
IMAGEMAKER // SPRING 201312
November through February is traditionally a very festive period in Hong
Kong, and it makes for a very exciting and dynamic retail environment.
Christmas cheer quickly transitions to Chinese New Year celebrations, and
joy and festive fun are everywhere. During this extended holiday season,
almost every shopping mall and building in the city are dressed up and
decorated to entertain visitors and keep shoppers in a jolly mood. This
‘decorative spirit’ leads to a lot of friendly competition, with each mall
trying to out-do the other with creative, artistic and elaborate designs.
In 2012/2013, Pico played a big part in creating uniquely magical
environments at numerous locations across the city. For Christmas, we
helped create fairy tale enchantment, piles of giant presents and snowy
scenes at several shopping malls and amusement parks. Our creations
were uploaded to social media sites thousands of times, providing beautiful
backdrops for smiling revellers - generating lasting memories for them
and great publicity for the venues.
Chinese New Year presented an unusual challenge for Pico. Traditionally,
shopping malls and other venues across Hong Kong are decorated with
the corresponding year’s Chinese Zodiac animal (Rabbit, Dragon, Dog
and so on) to symbolise fortune and happiness. But 2013 marked the
beginning of the Year of the Snake: not exactly the cutest animal of
the bunch! This meant employing extra creativity to project the spirit of
Chinese New Year in other ways. Our ‘workaround’ was to use other
festive elements such as pandas, peach blossoms and the color red - all
of which symbolise good fortune and prosperity.
Another more obvious challenge were the time constraints - with Christmas
and Chinese New Year happening basically back to back, our teams had
less than one month to setup and install most displays, sometimes
considerably less. However, our experience helped us with time management
and our team spirit allowed us leverage all our resources and tackle the
task with creativity and enthusiasm.
Pico helped create memories that will last a lifetime and brought festive
sparkle and shine to venues across Hong Kong during the holidays. We’re
looking forward to starting the process all over again in November 2013!
– Hong Kong, China
Decking the Halls with Festive Décor
Trumpf Old Shanghai Night VIP Gala Dinner
Trumpf is a market leader and a technological innovator in industrial lasers and laser systems. Across the world, Trumpf products are establishing new technical
standards and allowing companies to set new trends - from tools and material processing to laser technology, electronics and medical technology.
To celebrate the company’s achievements in 2012, Trumpf China held an ‘Old Shanghai Night’ VIP Gala dinner at the Shanghai Grand Theatre in December.
Pico’s event teams were commissioned to organise, event manage and execute this high-profile event.
Given only two weeks to work with, the pressure was on, but we managed to turn the clock back 100 years and creatively customise the décor and
decoration, and arrange spectacular entertainment for the VIP guests in record time. The truly unique atmosphere and smooth delivery received lavish
praise from both Trumpf executives and their valued customers.
– Shanghai, China
Pico recently helped Amway, to penetrate their world-famous skin care
and cosmetics brand ARTISTRY into major cities in China with two major
roadshows. The first was the ‘Pure White Tour’, which visited the finest
shopping malls in seven major cities - Beijing, Shanghai, Shenzhen,
Chongqing, Chengdu, Hangzhou and Nanjing. Next came the ‘Anti-Aging
Tour’, which called on five major cities.
To delight VIPs and visitors alike and to help boost onsite sales, Pico planned
a program full of surprises, including skin tests, make-up areas and the
exceptionally popular Marie Claire Cover Girl photo shooting section. But
the hotspot for everyone was the ‘Hero Product Display Corner’, where
levitation technology was used to ‘float’ fine ARTISTRY bottles in the air.
Using both Twin-Tower and symmetrical designs, Pico teams managed to
greatly enlarge the VIP capacity at each venue; while the clean, white surfaces
and multiple lighting elements helped fully reveal ARTISTRY’s elegant yet
powerful brand image to the Chinese public.
Delighted clients commented that Pico helped them deliver the best booth
design and execution ever.
– Various cities in China
ARTISTRY Roadshows Bring Beauty to China
Huawei at Consumer Electronics Show 2013The International Consumer Electronics Show (CES) is held every January
in Las Vegas and is one of the technology world’s most significant events.
CES 2013 saw over 3,000 exhibitors and 150,000+ attendees.
Huawei, a Chinese electronics giant and one of the leading global ICT
solutions providers, made a big splash at CES 2013 by debuting their
new Ascend D2 and Ascend Mate handsets. Huawei is hoping these
phones will help them expand their mobile market share, and needed to
ensure these devices made a big splash at this all-important show.
Pico executed the Huawei booth’s fabrication. By keeping the booth
sleek and high-quality, yet simple and accessible, we let the phones
speak for themselves. Lighting was a key element, and a great deal of
effort went into making sure the full-size hanging truss was installed
and setup perfectly.
The phones - and Pico’s workmanship - were a big hit, and Huawei’s
Ascend Mate ended up being one of the biggest talking points of the
entire show.
– Las Vegas, USA
IMAGEMAKER // SPRING 201314
bauma China is one of the biggest international trade fairs for construction
machinery, building material machines and construction vehicles and
equipment. Held every two years, the sixth bauma China took place at
the Shanghai New International Expo Center. The 2012 iteration was
the first time the interior and exterior space of the Expo Center was fully
utilised, giving the 2,700 exhibitors an amazing 300,000 sq. m. of space
to work within.
Caterpillar, the world’s largest construction machinery company, recruited
Pico to design, fabricate and project manage their huge 12,400 sq. m.
display at bauma China under the theme ‘Building Customer Success for
Over 100 Years’. Choosing to combine strong Chinese-style design
elements - including red lanterns, pavilions, bridges, Chinese dragons
and scroll painting - with Caterpillar’s classic yellow booth decoration
Caterpillar at bauma China
proved a success: the exhibit was a big hit with exhibitors and visitors
alike. At times, the atmosphere felt more like a cultural exhibition than a
trade show!
Excellent on-site activities and shows augmented the display and helped
Caterpillar achieve its objectives of showcasing 6 new products and
displaying its long-term committment to the Chinese market.
“Thank you so much for all your hard work on bauma China 2012.
The exhibit was amazing and your leadership with the Pico made it all
happen. So a big round of applause for you and your team!”- J. Archie
Lyons, IV, Creative Director of Caterpillar.
– Shanghai, China
Macronix at electronicaelectronica is a massive international trade fair for electronic
components, systems and applications. An annual event in Munich
since 1964, electronica is an essential exhibition for both established
and up-and-coming manufacturers.
Pico helped Taiwan’s Macronix, a leading integrated device manufacturer
in the Non-Volatile Memory market, design and build its booth at electronica.
The futuristic booth helped them get the most out of the show - creating
an impressive presence and building their brand awareness in Europe.
To clearly communicate Macronix’s product mix, the booth was divided
into distinct zones: Industrial + Automotive, Consumer (STB), Wireless (Cell
phone) and Communication (Enterprise & Home Networking) + Telecom
applications. But the highlight of Macronix’s booth was the ‘cross-sectional
auto’ model.
Highlighting the fact that the automotive segment is one of Macronix’s
most important products, Pico teams designed an eye-catching model of
a car sliced into segments. Large numbers of visitors were drawn to the
booth to take photos with the model, generating excellent footfall and
creating extra business opportunities for Macronix.
– Munich, Germany
IMAGEMAKER // SPRING 201316
Events marketing tactics are not cheap, and the costs involved make them big investment. Not so long ago, we heard events were going to become extinct due to digital-medium opportunities, but this has not happened. In fact, digital tactics are making events better. The ROI and equity that events have built
and the function they provide simply make them good investments. The game shouldn’t be about redundancy, but improvement. The next major technology driven change in events will support a world brand engagements are becoming highly personalised - in a macro way, not a micro way. Technology has brought astonishing change to the world of events in the past decade. Smartphones has put an incredible suite of tools in people’s pockets, while social media and live streaming allow practically anyone on earth to actively participate in an event. For planners, real-time analytics lead to better event management and planning to produce better experiences. Conference organisers are able to create more value for their sponsors
and exhibitors by providing visitor profile, rather than just a list of names and contact details. These are all positive improvements. But what are the next trends? At Pico we are already creating live engagements that are connected to the inner workings of a company. This has created new purposes for the events, conferences or exhibitions. It’s not just about connecting to the target audience that is not at the show, but to a wider audience of employees and partners within our client organisations. The evolution in technology at business events in opening a range of opportunities. Key among these are the real-time distribution of leads, which improves response times and opportunity conversion; the creation of content clouds, which radically change the definition of a conference lifecycle; and sample group testing and passive collection of sentiment for new product development and marketing.
Source: CEI Asia February 2013 http://www.pagegangster.com/p/otsgL/
Insights: Technology Advances Event Industry - Tyronne O’Callaghan
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 [email protected].
I was at CES 2013 in Las Vegas to see how the latest gadgets could assist my clients in creating experiences for booths, shops and events. One booth got my attention because I happened to be standing next to it when a stunt-bicycle show to promote protective gear began – and a crowd gathered in seconds to watch
these amazing stunts. When the show stopped, the spectators disappeared. But before they were gone, booth staff had scanned badges of all those ‘hot leads’. Ironically, with all the technology at a show like CES, people are still scanning badges and collecting buckets of names to follow up a
week or two later. Very few have noticed the opportunity to create a disruption to connect instantly with interested leads. What seems an obvious need for innovation goes without a solution. While events have an app to download, no one is looking at helping increase business so events can be sustained. Attracting leads is the goal and as booth spend over number of sales generated is increasingly analysed, tools to measure the metrics become vital to meet the bottom line.
Source: CEI Asia March 2013 http://www.pagegangster.com/p/XkT4m/11/
Insights: Leads Quest Needs More Innovation - Joshua Carlson
Pico Launches Universal Apps for Its Brochures2012 marked a watershed year in the world of technology, as the number of smartphones sold worldwide finally overtook the number of PCs sold. As a company, Pico aims to always stay at the sharp end of tech developments, and to ensure that our clients and fans using mobile technology can access our work, we launched a universal ‘Pico Brochure App’, available for both the Android and iPhone/iPad iOS platforms. Showcasing more than 100 examples of Pico’s brand, activation and event management excellence, these apps allow readers to keep abreast of our latest projects around the world. We also launched our “Exposure” app at the same time, showcasing Pico’s 26 years of professional experience in eight world expos from Vancouver 1986 to the last year’s Yeosu Expo in Korea.
Pico Expo App
Android version
Pico Expo App
iPad/iPhone version
Pico Brochure App
iPad/iPhone version
Pico Brochure App
Android version
Mr. Tyronne O’Callaghan, General Manager of Pico TBA Consulting Group, and Mr. Joshua Carlson, Director of Content and Technology for the Pico Innovation Hub, were invited by CEI Asia magazine to share their opinions on our industry in February and March, 2013. We have obtained permission from CEI Asia to publish a copy of those articles in this issue of ImageMaker.