In this issue:Chenzhou International Convention and Exhibition Centre • Chevy Fun Drive • China Mobile Global Partner Conference • Dinosaurs: Dawn to Extinction at ArtScience Museum • Hong Kong World Boutique • Jaguar Alive 3.0 Technology Display • Pico Activates Hytera’s New Showroom • Samsung New Business Experience Centre • Shaikh Khalid Bin Hamad Swimming Challenge Celebration

Summer 2014

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

Imagemaker

Dinosaurs: Dawn to Extinction at ArtScience MuseumSingapore

ArtScience Museum at Marina Bay Sands turns back the clock 600 million years with Southeast Asia’s largest dinosaur exhibition occupying a floor space of over 3,700 sq. m.

Designed by our partner Gallagher and Associates Asia, Pico fabricated the entire exhibition, installing over 400 fossils and models and 50 original art works. The task was not easy: our teams were given only two weeks to plan and three weeks to build the exhibition, while logistics were tricky as no cranes were allowed in the museum. This meant the enormous dinosaur artifacts had to be manually lifted into place, a job that sometimes requires the effort of 17 people!

Photos: Courtesy of Marina Bay Sands

Combining four incredible exhibitions from American Museum of Natural History, San Juan National Science Museum, SCI! Expo at Monash University and artist Peter Trusler, the epoch-travelling extravaganza digs deep into the dinosaur’s habitats, natural environments and vividly examines the different species that once ruled the Earth through a multi-sensory journey.

Shaikh Khalid Bin Hamad Swimming Challenge CelebrationBahrain

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Earlier this year, the son of Bahrain’s king Shaikh Khalid Bin Hamad Al Khalifa, swam an incredible 42 km across the channel between Saudi Arabia and Bahrain to raise money for cancer patients in Bahrain.

To celebrate this heroic achievement, the king commissioned a suitably splendid celebration, including an award ceremony, live performances, multimedia extravaganza and fireworks. Pico was appointed to design, manage and produce this event at extremely short notice. Relishing the challenge, we delivered a spectacular event in an unheard-of 10 days.

Our extensive experience with similar events in Bahrain proved vital – though other events were delivered on a longer timeline, usually three months. Lighting and sound equipment was brought in from Dubai, and technicians from Italy. A team of graphic film producers were flown from Italy to create the amazing projection content. Water fountains came from Paris via air and fireworks specialists were brought in from Europe and other Middle Eastern countries. The Pico team brought all these elements together beautifully and worked every available hour to deliver this important and inspirational ceremony.

Chevy Fun DriveBangkok, Thailand

Pico’s challenge was to heighten Chevrolet’s momentum in the market against the backdrop of fierce competition. Our team needed to ensure that Chevrolet’s brand stayed relevant to consumers.

The campaign focused on energising the brand, and having collaborated with Chevrolet on numerous occasions, we knew the best way to fuel the campaign was through Chevrolet’s key message: ‘the power of play’. What better way to play with a car than to test drive it?

To bring the fun into focus, Pico created a playground for test drivers divided into three key sections. First, we developed a track for consumers to test the braking, handling and suspension of the new cars. Second came a ‘mountain simulation’ climb up a steep ramp, showcasing the Trailblazer’s four wheel drive abilities. Lastly, we devised an obstacle course where consumers had to race their way through cones, ‘kick’ a giant soccer ball and score a goal. The drivers with the shortest time were asked back for a final showdown to fight for the grand prize.

The odds were stacked against Pico on this campaign given the situation in Thailand in late May, 2014. This created a number of unusual circumstances for our team, as roadblocks needed to be taken into consideration when the test drive was being designed. Despite this considerable hindrance, Pico’s Chevrolet event was a success with customers flowing in steadily despite the heat. Participants not only left the event feeling like they had had a great time, most importantly – they left feeling excited about Chevrolet.

Audiences in both cities were presented with cutting-edge interactive experiences inside the high-tech Jaguar Dome. The Dome’s concept was centered on the four different components of ‘Jaguar Alive’ technology: ‘Body’, ‘Soul’, ‘Drive’ and ‘Enjoyment’. Each section of the display revolved around one of these key themes and created curiosity and further engagement.

For ‘Body’, an actual Jaguar XJ car was placed within the central zone of the Dome. The corresponding aluminium frame was installed directly above the vehicle, showcasing its lightweight technology and delivering a unique visual impression to visitors.

Jaguar Alive 3.0 Technology DisplayBeijing and Shanghai, China

Two four-day Jaguar Alive Technology events held recently in Shanghai and Beijing created a lot of buzz in automotive circles. Pico was privileged to have been given the opportunity to fully manage the events and help Jaguar create higher brand awareness with the public.

The ‘Soul’ section featured Jaguar’s Intuitive Control Technology. Three interactive transparent screens with detailed information about the Jaguar XF model were placed in front of the vehicle’s dashboard. Visitors were invited to play with the touchscreens and use gestures to control them.

In ‘Drive’, visitors activated the engine button and then used hand movements to choose between various driving scenarios propelled by Jaguar’s Adaptive Dynamics Technology. High-definition LED micro tiles provided a dynamic and exciting visual experience.

Finally, in ‘Enjoyment’, an interactive installation of 15 iMac computers highlighted Jaguar’s Rear-Seat Entertainment Technology. With a wave of their hands, visitors were able to see the unique rear seat features of the Jaguar XJ. They were able to choose between music tracks and experience a surround sound system similar to the top of the line Meridian speakers featured in the vehicle.

A combination of striking visuals and successful use of multimedia technology helped drive awareness and excitement about Jaguar Alive Technology at both events. In the end, with over 15,000 visitors on site, these events were a big win both for the client and for Pico.

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Pico Activates Hytera’s New ShowroomShenzhen, China

Hytera Communications Co. Ltd. is a leading designer and manufacturer of professional mobile radio communications equipment. Based in Shenzhen, Hytera has become a key player in the professional mobile radio communication industry, with a large global customer base in more than 80 countries and regions. Celebrating their twentieth anniversary in 2013, the company commissioned Pico to design and fabricate a showroom for their impressive array of products.

There were numerous challenges involved in the task, as we were required to dismantle the original office space then re-plan and design it as an 1,100 sq. m. showroom. Adjustments needed to be made to the air-conditioning, electricity and fire control systems, while a structural challenge further complicated matters: numerous pillars in the office needed to be removed to make the exhibition space more open and practical.

The theme for the showroom was developed using the wing element from the company’s logo. The result is a graceful, sleek and spacious showroom which will serve Hytera well as they continue to prosper in the years ahead.

Chenzhou International Convention and Exhibition Centre Chenzhou, China

Pico was awarded a management contract for the Chenzhou International Convention and Exhibition Centre (“the CZCEC”) in China’s Hunan Province.

Chenzhou city’s first exhibition hall, this is a large-scale, modern multi-function centre which offers comprehensive facilities. Under the agreement, Pico will be responsible for providing a wide range of facility management and operations management services for the CZCEC, including hosting and co-organising conferences, exhibitions and other events, as well as the management of the venue, facility rental and other ancillary services like parking lots and food and beverage services.

Encompassing a total site area of 133,731 sq. m., the CZCEC forms part of the recreational and sports district of the city providing show

organisers and exhibitors with approximately 50,000 sq. m. of indoor exhibition space and approximately 15,000 sq. m. of outdoor exhibition space.

With Pico’s global prominence and experience in the exhibition industry, the CZCEC is well-placed to grow as a first-class international convention and exhibition destination for iconic international and local exhibitions and events in the Jiang Nan region.

Chenzhou city’s first exhibition hall, the CZCEC is well-located and has convenient transportation links – situated only 15 minutes away from high-speed rail links which allow access to Shenzhen in two hours and Changsha and Guangzhou in only 90 minutes. Meanwhile, the Chenzhou airport construction project is currently being planned, which will further improve the city’s transportation infrastructure and connection to the CZCEC. The CZCEC is scheduled to host its first event in the last quarter of 2014.

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Samsung New Business Experience CentreShanghai, China

Designing, creating and project managing Samsung’s first industry solutions Experience Centre was a great honour for Pico. To mark a new era in the development of Samsung’s business in China and recognise the importance of China in the company’s shift global strategy, it was decided to locate the 470 sq. m. centre in Shanghai.

Divided into eight sections, including Entertainment New Art Gallery, New Transportation Experience, New Connected and Seamless Business Experience, New Generation Smart Building Experience, New Healthcare Experience, New Learning Experience, New Retail Experience, New Hospitality Experience; the centre provides Samsung’s business customers with innovative, leading edge solutions in a high-tech, high quality environment.

As one of the world’s leading technology companies, Samsung expected nothing less than perfection, and our teams worked tirelessly to deliver the best of the best for this valued client.

Once again commissioned by the HKTDC to participate in this annual series of internationally famous fashion events, Pico provided design and production of the catwalk stage and the foyer area, fashion show choreography, backstage management and AV and lighting services for World Boutique, as well as event management for three shows for Hong Kong Fashion Week: the Hong Kong Fashion Extravaganza, the Hong Kong Young Fashion Designers’ Contest and fashion guru Vivienne Westwood. Pico also designed and built the Wine Cellar, a relaxing lounge where exhibitors held promotional cocktail receptions and mini fashion shows to promote their brands.

The Fashion Extravaganza was the highlight of World Boutique, presenting four internationally-celebrated fashion designers who brought western and eastern fashion lifestyles together in an exclusive presentation. Another major highlight was the Hong Kong Young Fashion Designers’ Contest, which promotes the works and talents of a new generation of fashion designers.

Hong Kong World BoutiqueHong Kong, China

Hong Kong Trade Development Council (HKTDC)’s World Boutique is the first independent show in Asia dedicated to promoting local and global fashion brands.

Attended by fashion aficionados, retailers, and distributors from around the globe, World Boutique and Hong Kong Fashion Week provided an unprecedented opportunity for nearly 1,850 exhibitors from 29 countries and regions to raise their profile and step onto the world stage, or in this case – the world catwalk.

Held concurrently in mid-January with Hong Kong Fashion Week – Asia’s largest fashion event – the 2014 show presented exclusive brands and designer collections from around the world – high-lighting international designers and home-grown talent. More than 60 events took place during the fairs, including fashion shows, seminars, brand showcases and networking events.

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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China Mobile Global Partner ConferenceGuangzhou, China

Pico helped deliver excellence for China Mobile at the most recent China Mobile Global Partner Conference in Guangzhou, China. Handling design, fabrication and project management for this significant conference, Pico helped raise the profile of China Mobile and highlight their position as a major player in the global telecommunications market.

As a platform to release new products, a showcase for both hardware and software applications, and a venue to announce a new corporate strategy and sign cooperation agreements with major domestic and global brands, this conference was a game-changer for China Mobile and it had to be perfect.

Our teams created a consistent and unified image for the client throughout the 11,000+ sq. m. of conference space, through which visitors could explore the ecosystem of the entire industry chain – from chips and mobile terminals to delivery platforms and core channels and beyond. The striking yet coherent visual design tied the entire exhibition together and simplified the complexities of the numerous divisions of the company, while highlighting the incredible growth of China Mobile and the win-win relationships it continues to forge with its partners around the world.

Though the challenges of planning, managing and coordinating this event were many, both the project team and the client were extremely pleased upon delivery, as we successfully met and exceeded the client’s objectives and expectations.