Environmental Design MAD1023

Faculty of Creative Multimedia

Environmental Design MAD1023

Assignment : Critical Analysis Report Trimester: 2 November 2018/2019 Name: Wong Joon Meng Student ID: 1142700287 Lecturers: Nor Alley Binti Zulkafly Rosnani Binti Abdul Rahman Date of Submission: 12 December 2018

Multimedia University Environmental Design Faculty of Creative Multimedia MAD1023 Advertising Design Trimester 2 November 2018/19

Critical Analysis Report Page: 2

Content

1) Exhibition Booth

Mid Valley Megamall

a) Background Research

b) Visual Style

c) Theoretical Basis

d) Issues and Improvements

Fraser and Neave, Limited (F&N)


b) Visual Style



2) Pop-up Kiosk

100 PLUS


b) Visual Style



U Mobile


b) Visual Style





Exhibition Booth

1) Mid Valley Megamall

Background Research

Mid Valley Megamall is a shopping mall located in Mid Valley City, Kuala

Lumpur. It is based between the entrance of Petaling Jaya and Kuala Lumpur. Mid

Valley Megamall was developed by IGB Corporation on 20th November 1999 and it

added its name as Mid Valley Megamall and The Gardens Mall. It occupied

approximately about 4,500,00 square feet of total floor area. Plus, the shopping mall

won two awards which are; the Best Shopping Complex Award 2000 by Tourism

Malaysia and the Best Retail Development 2001 by FIABCI Malaysia. Besides, the

mall has a lot of media attention with events where it usually held in the Exhibition

Centre such as IT Fair, Home and Decoration Fair, The MATTA Fair.

Mid Valley Megamall will have held a traditional or celebration events every

year. This year 2018, Mid Valley Megamall had a Christmas Event exhibition in

partnership with HSBC, for the guests like families and friends to hang out during the

weekends and Christmas holidays. The exhibition consist of many activities such as

game booth, workshop area, Grab rewards, gift redemption/wrapping, and circus

show. Nonetheless, the exhibition does also include many other shopping brand

sales.



Visual Style

Image 1: Mid Valley Megamall Christmas Event Booth

Image 2: Mid Valley Megamall Christmas Event Booth



Image 3: Mid Valley Megamall Christmas Event Game Booth

Image 4: Mid Valley Megamall Christmas Event Gift Wrapping Booth



Image 5: Mid Valley Megamall Christmas Event Grab Rewards Booth

Location: Mid Valley Megamall, LOT F-049&050, 1ST, Mid Valley City, 58000 Kuala Lumpur There are some visual style can be carried out from this Christmas event

booth in the picture shown above. The following visual styles are stipulated:

1. Circus, Fun and Playful, Vintage/Retro

A design style that inspires fun and usually gives off an informal

impression. It commonly includes cartoons, which can be non-realistic or semi-

realistic style. The characteristic of this exhibition booth designed with 19th

century circus style and consist of Christmas and circus colours; Red and White.



Precedent Studies



Theoretical Basis

1. Space

There are two types of space in considering to build an exhibition which

are Functional Space and Common Space.

Functional Space

The consideration of Functional Space in this exhibition booth is to

accommodate activities to achieve specific objectives. The measure of space

for each activities in the booth are huge and spacious. As the picture shown

above, it can accommodate approximately 10-15 audiences for each activities.

However, it depends on what kind of activities they do have. For some

activities, there are less or none audience as there is no reason to be there or

fully redeem such as Grab Rewards.

Besides that, the optimum placing such as posters or instructions in the

exhibition booth is placed in between the children and parents’ eye level. The

reason of this is to ensure that it is readable for both children and parents. The

picture of the poster is shown below.

Image 6: Mid Valley Megamall Christmas Event Ticket Ride Booth



For the time spent by the audience in each activities, it depends on

which direction does the audience heading in. This exhibition is an open and

porous booth and each activities are facing both inside and outside. Meaning

to say that there is no specific entrance for the booth and each activities.

Common Space

The exhibition does maintain a good flow for the audience to experience

the area. Although the exhibition and activities are huge, it allows audience to

have a traffic flow not only from outside, but inside the booth as well. The red

carpet is the guide for the audience to walkthrough. The booth does not

provide any sofa or discussion tables, however there is a workshop area

where the audience participate the event.

Image 7: Mid Valley Megamall Christmas Exhibition Booth



2. Forms

The form of this exhibition is a “Circus”. The main design or element for

the booth is the identity of the circus hut, colours of red and white with a little

vintage style on it. Meanwhile, the booth’s concept for Mid Valley Megamall

combines with Christmas and circus. The jingle music played from the mall are

related to Christmas and circus.

3. Flows

The flows in the exhibition are organized according to each section. As

mention above, the size and distance for the pathway is convenient for

audience to walkthrough. From there, the audiences are able to experience

the activities by different sections.

4. Print Elements

The print elements which related to the overall campaign are integrated.

It shares the same master design to communicate the big idea and concept.

Not only for the print elements, but also the media. The media includes

standees, parking tickets, visual mounted wall, and posters. The main element

of visual design is the circus hut and the colours. The pictures are as shown

below.



Image 8: Mid Valley Megamall Christmas Parking Ticket

Image 9: Mid Valley Megamall Christmas Standees

Image 10: Mid Valley Megamall Christmas Visual Wall



5. Screen Elements

The screen elements from this event is about spending your credit

cards by using HSBC for better redemption privileges, since HSBC is on partnership

with Mid Valley Megamall in this Christmas events. It includes a 1 gift token

redemption, and other gifts. However, the screen is not interactive with the

audiences.

Image 11: Mid Valley Megamall Screen

6. Surface Materials

There are two types of materials used in this exhibition which are cloth

and thick wood. The cloth act as the circus hut, while the thick wood as the

signboard/title.



Issues and Improvements

What made this exhibition so successful is the interaction between audiences

and the performances/ activities that are held. For instance, the Grab Rewards where

the audiences get the chance to redeem it, the Game Booth for children to play, and

the main event which is the Christmas performance on the stage.

There are few things that can be improved here. Perhaps they could include

new technology interaction for audiences to experience longer in the exhibition. They

can also add some snow drop in the exhibition by using a cotton or any related

objects to gain more audiences. Besides, they could strategies a pre-show & after-

show prior to the event through social media.



2) Fraser and Neave, Limited (F&N)

Background Research

F&N, or referred to as Fraser and Neave, Limited was founded in year 1883

(as Singapore and Straits Aerated Water Company) by two enterprising young men,

John Fraser and David Chalmers Neave who diversified from their printing business

at Singapore and Straits Printing Office, to pioneer the aerated water business in

Southeast Asia in year 1883. Fraser and Neave, Limited (F&N) is a food and

beverage products, publish and former brewing and property industries conglomerate

in Singapore. In year 2013, Fraser and Neave, Limited (F&N) celebrated its 130th

year anniversary. Plus, it also welcomed its new majority shareholder, the TCC

Group, which is engaged in food and beverages, real estate, industrial trading and

consumer products, insurance and agriculture. Now, Fraser and Neave, Limited

(F&N) is a leading Asia Pacific Consumer Group with expertise and prominent

standing in the Food & Beverages and Publishing & Printing industries.

The objectives of Fraser and Neave, Limited (F&N)’s exhibition booth which is

currently located at the heart of IOI City Mall, is to celebrate their 135th anniversary in

year 2018. Also, they do promote their products (majority 100 Plus), activities such as

Kinect games, lucky draw, spin & win, gift redemption, and contest.



The following types of food and beverages of Fraser and Neave, Limited

(F&N) are stipulated:

1. 100 Plus

2. Borneo

3. CocoLife

4. Daisy

5. Farmhouse

6. Fruit Tree

7. Ice Mountain

8. Seasons

9. NutriSoy

10. NutriWell

11. Oishi

12. Ranger

13. EST Cola

14. Magnolia

15. Red Bull



Visual Style

Image 1: Fraser and Neave, Limited (F&N) Exhibition Booth

Image 2: Fraser and Neave, Limited (F&N) Entrance Booth

Image 3: Fraser and Neave, Limited (F&N) Exhibition Booth



Location: IOI Resort City, Ioi Resort, 62502 Putrajaya, Wilayah Persekutuan

Putrajaya

As the images shown above, there are some visual styles that can be

highlighted from the Fraser and Neave, Limited (F&N)’s exhibition booth. The

following visual styles are stipulated:

1. Luxurious, Champion and Anniversary

The luxurious design style evokes the idea of indulging in extra

comforts or pleasure additional to the necessary standard of well-being. The use of

rich colours such as gold helps to define the idea of luxury. This visual style associate

well with clean and minimalist, vintage or retro and flat.

The characteristic of this exhibition booth are gold, bronze, and dark

brown. Plus, it also uses simple and modern fonts to highlight their brand for its 135th

anniversary celebration. Besides, the booth achieves the concept which is impactful

on its own by a simple and minimal design.

Precedent Studies



Theoretical Basis

1. Space

Functional Space

The consideration of Functional Space in this exhibition booth is to

accommodate activities to achieve specific objectives. Although the exhibition

is huge and spacious, there are both large and small areas for each sections.

As the picture shown above, it can accommodate approximately 15-20

audiences for each section. Nonetheless, it depends on what kind of activities

they do have. For the two large sections, it have interactive Kinect Game and

Spin & Win contest where audiences get to redeem prizes of discount.

Moving on, the optimum placing such as posters or instructions in the

exhibition booth is placed at adults’ eye level. The reason of this is to ensure

that it is readable for them. The picture of the poster is shown below.

Image 4: Fraser and Neave, Limited (F&N) Bunting



This exhibition is an open and porous booth, however each activities

are surrounded inside the exhibition. The time spent for each activities

depends on the direction where the audience are heading into. For large

section, it might take a longer time for audiences to interact and move to

another section. The most crowded sections are the Kinect Game section and

free drinks tester.

Image 5: Fraser and Neave, Limited (F&N) Tester Drinks

Common Space

The exhibition does maintain a good flow for the audience to experience

the area. As the picture shown above, there are two main entrance for

audiences to proceed through the booth as welcoming. Since it’s an open and

porous booth, it is not necessary for audiences to enter from the main

entrance. On top of that, the booth does not provide any sofa as there are fun

activities covered at every edge inside the booth.



2. Forms

The form of this exhibition is a Champion and Anniversary which

communicates the big idea and concept. The main design or element for the

booth is the identity of the anniversary, colours of gold and dark brown.

3. Flows

The flows in the exhibition are organized according to each section.

Each activities are arranged in the middle and every edge inside the booth.

The rationale of having each sections surrounded at its corner is to let the

audiences to experience the entire booth. From there, the audiences are able

to experience the activities by different sections.

4. Print Elements

The print elements is one of the media that are integrated with the

overall campaign. It shares the same master design to communicate the big

idea and concept. The main element of visual design is the luxuries and

champion design by using the same colour elements. Plus, the visual mounted

wall also includes the history of their heritage since 1883. The pictures are as

shown below.



Image 6: Fraser and Neave, Limited (F&N) Poster

Image 7: Fraser and Neave, Limited (F&N) Bunting

Image 8: Fraser and Neave, Limited (F&N) Visual Mounted Wall



5. Screen Elements

The screen elements that can be found in the exhibition is the panel

screen. It contain informations regarding the Fraser and Neave, Limited (F&N)

135th Anniversary campaign. The panel screen content appears not only

around the exhibition booth, but also the entire mall for audiences to attend

the booth. Contents included inside the screen are special promotion, time

schedule for each activities to perform, and others. Plus, the contents are time

looping where it keeps repeating every 30 seconds. The following image are

stipulated:

Image 9: Fraser and Neave, Limited (F&N) Screen Elements

6. Human Elements

The booth used Oishi mascot to represent Fraser and Neave, Limited

(F&N) 135th Anniversary campaign. As mention in F&N’s background

research, Oishi is a product of Fraser and Neave, Limited (F&N). The purpose

of having Oishi mascot is not only for audience to proceed to the exhibition,

but to gain audience to acknowledge, to experience with the brand and to

interact with them.



Image 10: Fraser and Neave, Limited (F&N) Human Elements/Mascot

7. Technology

The technology that held in this exhibition is the Kinect Game. The

purpose of this game is to grab the audience’s attention especially parents

with children. The concept of this game is a two player boxing match game

where it mimics the volunteers hand gesture movement in order to start.

However, the lacking of this activity is there is leader board to keep up the

scores.

Image 11: Fraser and Neave, Limited (F&N) Technology




What made this exhibition so successful is the interaction between audiences

and the performances/ activities that are held. For instance, the free drinks tester

where the audiences get to experience the new flavour of the products and the

Kinect Game for children to play with it. Besides, it could also provide different other

activities such as performance or demonstration regarding the product or campaign

instead of having the same activities such as free drinks tester. On top of that, they

could strategies a pre-show & after-show prior to the event such as having a winner

contest after the exhibition. Overall the concept of the exhibition is stipulated,

perhaps it could be more interesting to have different design for the edge exhibition.



Pop-up Kiosk

1) 100 PLUS

Background Research

The brand 100 Plus, or pronounced as ‘Hundred Plus”, is an isotonic sports

drink manufactured by Fraser and Neave, Limited (F&N) which is an universal food

and beverage conglomerate headquartered in Singapore. It is originated in Malaysia

country and was introduced in year 1983. The brand was established in year 1983

and the name commemorates 100 years of Fraser and Neave in Asia. 100 Plus is

well-known in Malaysia and Singapore and it has been voted as the best isotonic

sports drink in Malaysia since in year 1983. Today, 100 Plus is now marketed in

global such as in Malaysia, Singapore, Brunei, Thailand, Indonesia, Philippines,

Myanmar, Canada, Papua New Guinea, Maldives, India, Republic of Korea, Hong

Kong, Taiwan and South Africa.

The pop-up kiosk of 100 Plus, size of approximately 10 feet x 10 feet, is

focusing on promoting their product. However, the main objective of this pop-up kiosk

is to have the target audience to test out their only one unique grape flavor of isotonic

sports drinks.



Visual Style

Image 1: 100 PLUS Pop-Up Kiosk Front View

Image 2: 100 PLUS Pop-Up Kiosk Back View


Putrajaya



There are some visual style can be carried out from this 100 Plus pop-up kiosk

in the picture shown above. The following visual styles are stipulated:

1. Abstract, Energetic, Fun

Abstract is the style of creating a piece of art that is independent from

the way it looks in the real world. An abstract design style is achieved by a combined

composition of colors and shapes usually based on the individual interpretation of the

designer, the client or both. The characteristic of this pop-up kiosk is based on the

products colour; purple. Besides, the booth achieves the concept which is impactful

on its own by a funky and energetic design along with the drink flows design that

represent smoothness.



Theoretical Basis

1. Space

Functional Space

The consideration of Functional Space in this pop-up kiosk is to

accommodate activities to achieve specific objectives. The pop-up kiosk size

is about 10 feet x 10 feet and it can accommodate maximum 6 peoples. The

purpose of this pop-up kiosk is to promote their brand new 100 Plus product.

Common Space

The pop-up kiosk is simple and small space which it does not require

much activities, nor sofa or discussion table. Besides, it only have one bar

counter for audiences to try out the drinks.

2. Forms

The form of this pop-up kiosk has a huge 100 PLUS bottle which

communicates the big idea and concept. The main design or element for the

pop-up kiosk is the identity of the 100 PLUS product.

3. Human Elements

Although the pop-up kiosk is small, it is important to have at least one

sales-assistant to guide the audiences. Besides, it is easier to for audiences to

interact with them such as handling a product or demonstration. As said,

humans can relate better with the audiences.




There are two types of materials used in this pop-up kiosk which are

coherent with the concept. It uses a hard plastic for its huge 100 Plus bottle,

and woods for its entire pop-up kiosk. On top of that, the floor surface uses a

mat of the identity colour of 100 Plus; blue, green and red.


The thing that grabs the audience’s attention from this pop-up kiosk is the

huge 100 Plus bottle. Without that, it would be hard for audience to acknowledge the

product and the pop-up kiosk. Perhaps the things that can be improved here is

provide a brochure, pamphlet or a screen placed at the huge 100 Plus bottle for more

information regarding the products or the brand. Plus, also it can give discount or

sales product from the pop-up kiosk. The lacking part of this pop-up kiosk is there are

no activities included. It is understandable that the pop-up kiosk is small, but the

overall concept of the pop-up kiosk is stipulated. A mini game would be a perfect idea

especially for children to interact.



2) U Mobile

Background Research

U Mobile Sdn Bhd is a Malaysian mobile telecommunications industry and

service provider that was founded as MiTV Network Sdn Bhd in year 1998. The

subsidiary of U Television Sdn Bhd which formerly known as U Telecom Media

Holdings Sdn Bhd and MiTV Corporation Sdn Bhd, had wholly owned U Mobile Sdn

Bhd. The headquarters is located in Berjaya Time Square, Kuala Lumpur, Malaysia.

As for the key people, they are Tan Sri Vincent Tan and Wong Heang Tuck (CEO). In

year 2015, U Mobile stated that 95% of the population coverage from a combination

of over 10,000 sites of 3G and 4G LTE, 3G RAN share and 2G Domestic Roaming

with Maxis.

The pop-up kiosk of U Mobile is basically promoting their new package of

unlimited data plan with a new hashtag #barulahbest. What it included inside the

package are unlimited dial call, unlimited internet speed and unlimited streaming

video.



Visual Style

Image 1: U Mobile Pop-Up Kiosk

Image 2: U Mobile Pop-Up Kiosk


Putrajaya



There are some visual style can be carried out from this U Mobile pop-up kiosk

in the picture shown above. The following visual styles are stipulated:

1. Professional / Corporate

Professional or corporate visual style design is characterised by muted

colours, and minimal details to represent conservative ideas. The visual style is

typically portrayed by organizations who want to make formal impressions on their

specific target audience. The characteristic of this pop-up kiosk is based on the brand

identity’s colour; orange.

Theoretical Basis

1. Space

Functional Space

The consideration of Functional Space in this pop-up kiosk is to

accommodate activities to achieve specific objectives. The pop-up kiosk size

is about 10 feet x 20 feet and it can accommodate maximum 5 peoples. The

purpose of this pop-up kiosk is to promote their new package of unlimited data

plan.

Common Space

The pop-up kiosk is simple and small space which it does not require

much activities, however it does provide a small consultation or discussion

area for audiences to interact with the brand. Besides, it also have one bar

counter for audiences to purchase their data plan.



2. Forms

Although the form of this pop-up kiosk is plain and simple, however it

have a bold reflection towards its branding, also communicates the big idea

and concept.

3. Print Elements

The print elements in this pop-up kiosk are integrated with the branding.

The visual concept of the print elements are using based on corporate brand

identity design. Besides, the contents regarding the poster communicates only

one message which is the new “Unlimited Hero P139” data plan.

Image 3: U Mobile Pop-Up Kiosk Print Elements

4. Human Elements

Although the pop-up kiosk is small, there are sales-assistant to guide

the audiences (In and outside the pop-up kiosk). Besides, it is easier to for

audiences to interact with them such as handling a product or consultation. As

said, humans can relate better with the audiences.




There are two types of materials used in this pop-up kiosk which are

coherent with the concept. It uses a durable plastic wood for its entire pop-up

kiosk, and glass to demonstrate the product in safety. On top of that, the floor

surface uses a rough grey mat.


The thing that grabs the audience’s attention from this pop-up kiosk is the

branding and concept. Without that, it would be hard for audience to acknowledge

the product and the pop-up kiosk. Perhaps the things that can be improved here is

provide a screen technology to display more information regarding the products or

the brand. Plus, they could give out promotion for those who purchase the data plan

package such as discount for the first three months.



Reference

https://99designs.com/designer-resource-center/visual-design-styles

http://www.midvalley.com.my/event/Christmas_2018/3348a39f-2eb8-4ce4-80fa-

5f4bba73c1bd

https://www.fn.com.my/brands/

Documents

Environmental Design MAD1023