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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 [email protected].
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 [email protected] 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