In this issue:Sochi 2014 Winter Olympics • Audi Experience Week • APEC China 2014 • Maserati Ghibli Hong Kong Launch Event • Singapore Airlines Events • LG Curved OLED TV Launch Event • Dubai Airshow • Taipei Auto Show • ITU Telecom World • Insights

Sochi 2014 Winter OlympicsSochi, Russia

Spring 2014

Whenever there is an Audience, there is a Mission for Total Brand Activation.

As a result of our success in providing temporary infrastructure for the Winter Olympics test events in 2013, Pico won the contract to provide temporary infrastructure at the competition venues for the XXII Olympic Winter Games and XI Paralympic Winter Games from the Sochi Olympic Organising Committee.

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The newly-built 2014 Olympic site comprises 11 venues and is divided into two clusters: Coastal and Mountain, with a total of 98 events in 15 winter sport disciplines being held over venues.

Pico is providing a wide range of temporary infrastructure for the game, including tents and fencing, as well as taking on a project management role, overseeing all work related to the overlays installation at the Coastal Cluster and its magnificent Sochi Olympic Park, which houses the Fischt Olympic Stadium, Bolshoy Ice Dome, Iceberg Skating Palace and the main Olympic Village, among others. Pico is also providing 53 tents across both the Coastal and Mountain clusters, with the biggest tent – a massive 3,750 sq. m. – being located at Olympic Park. These tents include interior fit-out, heating and ventilation.

Completing this work in the runup to the Olympics was no easy feat, given the harsh winter weather, characterised by severe storms and furious winds. Every tent, fence and overlay had to be reinforced.

Pico is proud to continue our tradition of delivering high quality work for this, our 6th Olympic Games, and we hope that all athletes from all nations have enjoyed the moments in their quest for gold and glory.

Audi Experience WeekBeijing, Guangzhou and Shanghai, China

Thanks to the enormous success of 2012’s Audi Cube roadshow, FAW Audi decided to extend their campaign through 2013 in Guangzhou, Shanghai and Beijing, to continue to drive the brand using innovation as the platform to create delightful and unforgettable experiences for Audi customers.

Pico’s task was to ‘humanise’ the technologies behind Audi’s futuristic technology and give insight into future car development in a straightforward and engaging way, allowing consumers to grasp and relate to the technology behind and inside their products and build affinity with the brand.

To realise this goal, Audi explained their technology via three different ‘directions’: Audi connect, e-tron and Ultra – focusing on connectivity with the Internet, the science behind an electric car and advances made in aluminum structure respectively. The 400 sq. m. modular space was newly designed, fabricated, and carefully divided into four main experiential zones – Connect, e-tron, Ultra and Land of Quattro. Inside, the gallery became a giant arcade where entertainment and engagement never ended. Here visitors could live every turn, bump and thrill of the Land of Quattro journey through a 4D cinematic experience, generate power for an electric car, and examine the inside of an Audi car via an x-ray machine among a host of other activities. Each of these were designed to make the ‘under the hood’ technology simple, and explain complicated concepts in the clearest and most engaging way; powering FAW Audi to even greater heights with their audience.

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Maserati Ghibli Hong Kong Launch EventHong Kong, China

Pico’s flexibility, creativity and ability to quickly find solutions were put to good use for the launch of Maserati’s new Ghibli in Hong Kong. Providing comprehensive services including initial venue search, site analysis, development of conceptual, structural and visual design, brand video production and event management; we meshed a series of theme together creating a refreshing stunning look for both the brand and the new car.

Numerous challenges including multiple date, venue and design theme changes needed to be swiftly responded to and incorporated, while the main exhibit – two pricey new cars and a great deal of construction materials – under unfavourable site condition needed moving in to the venue of heritage by crane in the middle of the night. The clients’ high expectations for new ideas and the use of new technology requested considerable proposals with fine details in a glimpse of time. With meticulous execution and unparallel craftsmanship, the event turned out to be a unique experience with contemporary luxury Italian style meeting innovative technology in a chic ambience.

The Asia-Pacific Economic Cooperation – APEC as it is commonly known – is a regional economic forum established in 1989 to pro-mote free trade and economic cooperation among its 21 member countries.

Every year, APEC leaders and decision-makers gather in a different city for an annual series of meetings. This year, Beijing will be the host city for APEC 2014, hosting not only the official meetings themselves but about 150 associated conferences.

Pico’s role in this historic event began at the same time, when we were commissioned by Foreign Affairs Office of the People’s Government of Beijing Municipality to deliver our meticulously tailored event services for this first meeting; providing venue design, creation and set up of the reception and public areas for the Symposium and Meeting at China National Convention Center (CNCC). We also provided signage and decoration for the interior and exterior of the CNCC and all way finding facilities, creating a warm and welcoming atmosphere for the delegates and attendees.

Our contribution won high praise from the Beijing authority. We look forward to participating on a professional level at the upcoming APEC meetings and other high-profile meetings in China throughout 2014.

APEC China 2014Beijing, China

Beijing’s participation in APEC 2014 began in December 2013, with the APEC 2014 Symposium and the APEC Informal Senior Officials’ Meeting, and will culminate in October with the Grand Meeting itself.

Pico Connects at ITU Telecom WorldBangkok, Thailand

ITU Telecom World is the global platform for high-level debate, knowledge-sharing and networking for the world’s information and communications technology community. The 2013 edition of the event was held in Bangkok, Thailand with the theme ‘Embracing Change in a Digital World’.

Pico held numerous responsibilities at this event, having been appointed Professional Exhibition Organiser by Thailand’s Ministry of Information and Communications Technology (Ministry of ICT), and also appointed Goods and Services Provider and Sales Agent for the event by ITU – the International Telecommunications Union. Pico’s subsidiary company, TCBN, was also appointed Audiovisual, Captioning, Live Streaming and Video on Demand services provider by the Ministry of ICT.

Our work at ITU Telecom World 2013 took place across a broad array of pavilions and areas, including the spectacular Thailand Pavilion – encompassing the Royal Pavilion, the MICT Pavilion, the Disaster Management Pavilion, the Thailand Exclusive Lounge, the Thai Airways booth, and the Thailand Convention and Exhibition Bureau Booth – the Japan Pavilion, Nigeria Pavilion, Gabon Pavilion and Kenya Pavilion, the LS Telecom booth, and the ITU Networking Space which included OpenSpace, LeaderSpace, MediaSpace, RegistrationSpace, InnovationSpace and The Lab.

In addition to the design and fabrication services, Pico also organised the opening ceremony, various social functions and the farewell party.

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2014 Taipei Auto ShowTaipei, Taiwan

Pico serviced Mercedes-Benz and Suzuki at the biennial Taipei International Auto Show held at the Taipei World Trade Center.

Leading luxury car brand Mercedes-Benz’s brand concept for their 1,350 sq. m. international scale exhibition stand was ‘the best or nothing’, and introduced an international-scale exhibition stand which included their classic silver arrow design. The stand showcased the advanced technology of Mercedes-Benz, and successfully linked the past, present and future of this iconic brand.

Lively Japanese carmaker Suzuki has always believed that everyone has a unique way of living, and that this is reflected through their different styles and tastes. They also believe that driving is not just a way of moving, it is an essential way of experiencing the fun of every step of your life. At the Taipei Auto Show, Pico helped design, fabricate and project manage the energetic and fun 432 sq. m. showcase for the Suzuki Swift, SX4, Alto, Jimny and Grand Vitara JP products. Suzuki also introduced some mind-blowing and groundbreaking new concept cars, which exceeded the expectations of everyone in the audience.

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Singapore Airlines Soars with Premium Product Roadshow and EventsBeijing, China

Singapore Airlines recently engaged Pico to design, fabricate and project manage their premium products showcase and a series of events in Beijing. This promotional blitz was aimed at strengthening awareness of Singapore Airlines’ premium products and services and reinforcing their leading brand image with a targeted VIP audience by giving them a taste of the new premium in-flight experience. In addition to this holistic showcase, two specialised events and a dinner allowed the media to experience these products to increase public exposure and built rapport with business and trade partners in the travel and tourism sector.

Planning was everything for this project: with an incredibly tight move-in timeline of one night for the outdoor exhibit, and with three separate events held on the same day at the same venue, there was no margin for error. Our teams rose to the challenge magnificently and delivered a unique specially-designed display and all three events smoothly and efficiently – just like a first-class flight.

“It’s a miracle that such a structure could be built in just one night.” – Taikoo Li Sanlitun marketing department, Singapore Airlines

Dubai AirshowDubai, UAE

At the 2013 Dubai airshow, Pico was involved in two major missions: designing, building and project managing a joint Chalet for Saudia Private Aviation (SPA), Saudia Aerospace Engineering Industries (SAEI) and the Prince Sultan Aviation Academy (PSAA); and creating a Special Design Stand for SAEI.

The challenge in creating the 200 sq. m. joint chalet was to ensure that the concept and ‘feel’ represented both businesses equally. This was achieved by crafting a professional and futuristic ambiance with some elegant and uniquely Saudi Arabian touches for the entire chalet.

On the PSAA side of the chalet, a 42 inch plasma TV boldly showed a video introducing the company’s pilot training program, and provided handy notepads for would-be pilots who wished to pursue this exciting career. Saudia Private Aviation focused on an exclusive and luxurious feel for their section, with a spacious semi-open meeting area enticing VIP and VVIP buyers to view their fleet of the latest and greatest private jets.

The 54 sq. m. SAEI stand targeted existing and potential business partners in Europe and the MENA region. Designed to look like an aircraft both inside and out, the stand paid close attention to small details, like ensuring interior design elements were perfectly balanced, and providing fresh flowers and a tasteful catering menu. The intent was to show that SAEI is professional, meticulous and consistently delivers high quality work.

From the smooth, aircraft like exterior to the bar counter inspired by an airport first class lounge, everything about the stand inspired confidence and gave SAEI excellent exposure to their target audience.

LG Curved OLED TV Launch EventBeijing, China

LG recently launched their stunning curved OLED TV, bringing the quality of both design and technology to a new level and revolutionising the flat screen television. Pico was responsible for designing and delivering the world premiere launch event for this incredible product in Beijing.

Showcasing LG’s curved screen OLED technology in the 55”, 65” and amazing 84” formats, the team only had eight days to conduct venue measurement, des ign, product ion, l ive v ideo product ion, event planning and on-site activity control. This near-impossible task was accomplished by our hard-working team of experts, receiving recognition and high praise from the client.

Insights: How to…Captivate Audiences by Creating the ‘Hook’The Trojan horse concept and its element of surprise still has uses today- Patrick Larsen

Techniques

An effectively designed hook will leverage on emotional triggers that instantly capture audience attention. Dynamic or kinetic pieces that move and flow usually attract attention and create energy. A unique or unusual presentation of a never-before-seen visual effect or sculptural architecture, one that represents the character of the brand or corporate message, will also engage the audience. Carefully planned contrasts in materials, colour choices and scale can create a visual tension and drama to draw in a crowd. To communicate the message of timelessness for a well-known whisky company, for example, Pico created a simple installation that positioned the product in a setting of infinity. Our client wanted to send out the message that while the company was proud of its century-old heritage, it was also very passionate about innovation and the future. We designed a light-box display with mirrors producing an effect of an infinite line of bottles extending into the distance. The display is not simple visually arresting. It communicates the distinct but subtle message that this is a progressive brand with a firm position in history and will be enjoyed for many years to come.

How I did it

A simple but effective graphic was needed for a conference in Dubai. The client, an eyeglass lens manufacturer, wanted the main theme for the meeting to address the rapidly changing and uncertain business landscape with the industry. The initial theme we came up with was ‘Navigating the Shifting Sands’ as a play on both the conference content and its location. The challenge was how to bring this idea to life in a 2-D print application, which is the primary way the company communicates with its attendees. We developed a graphic that created an inherent optical illusion resembling sand dunes being blown by the wind. By using contrasting colours of orange – the main sand colour – and blue, which creates a slight shadow on the graphic, the image vibrates within the eyes and creates a subtle sense of movement. This turned out to be the perfect way to make an experience out of a simple mail-out invitation as well as all event graphics and collateral.

Mr. Patrick Larsen, Chief Creative Officer of Pico Singapore, was invited by CEI Asia magazine to share his opinions on our industry in March 2014. We have obtained permission from CEI Asia to publish a copy of this article in this issue of Image Maker.

Source: CEI Asia March 2014 http://www.cei.asia/Article/376095,how-to-win-audiences-with-the-hook.aspx

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.

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In a visually oversaturated and information-laden landscape, event planners continually need to develop new weapons to get their message across in a way that will make people pay attention. One might look at creating an informative and engaging experience as if designing a ‘Trojan horse’. In the modern sense, this would be an enticing and appealing outer package with powerful and poignant information within. This tactic can draw attention and then unleash your message when onlookers least expect it.

Big idea

This concept can set the tone of the experience and appeal to delegates’ emotions. Songwriters call it ‘the hook’, our clients call it the ‘wow factor’ and we call it ‘the big idea’. It initiates the experience for the attendee and should be cool and catchy. Much like an effective songwriter’s hook, a great Trojan horse will get the audience to ‘sing’ the message in their heads for days after the event. This then becomes the framework for all of the event’s design decisions. It will lead to choices in colour, style and aesthetic. Every design and engagement decision will fall back on this concept for direction. It is a broad stroke, a sweeping invitation for visitors to come into the experience and engage, so creating a sense of wonder is a must. It should also ignite a childlike curiosity to know more.