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In this issue: i Light Marina Bay 2014 • V.QQ.COM – VOICES Variety Show • Infiniti National SUV Tour • Sicily-Rome American Cemetery Visitor Centre • World Cup Events in Brazil • Amway Green Life Fiesta • The Magical Launch of the Infiniti Q50 • Dubai Jazz Festival 2014 • Award • Lotte World Adventure Multimedia Night Parade Fall 2014 Whenever there is an Audience, there is a Mission for Total Brand Activation. Imagemaker i Light Marina Bay 2014 Singapore i Light Marina Bay, Asia’s only sustainable light art festival, took place in Singapore over a three week period in March, 2014. Organised by Singapore’s Urban Redevelopment Authority and event managed by Pico for the second year running, i Light Marina Bay dazzled festival-goers with stunning art installations made with recycled materials and using energy-efficient lighting technologies, and promoted environmentally responsible behaviour for a sustainable future. Additionally, to offset the carbon footprint of the festival, a ‘Switch Off Turn Up’ campaign was put in place, rallying Marina Bay residents and buildings within the area to turn off non-essential lighting and turn up air conditioning temperatures during office hours throughout the festival period. The campaign was a success, with a record 52 buildings participating and achieving energy savings of 268,890 kWh – a significant 25 per cent increase from the last edition in 2012. The energy saved was sufficient to power the festival more than 45 times. Overall, i Light Marina Bay 2014 was a huge success, attracting some 685,000 visitors, a 20 per cent increase from 2012 and the highest number the festival has ever seen. Reflecting both our Pico Sustainability policy of creating environmentally conscious audience experiences and the festival’s commitment to the environment, sustainable initiatives such as a partnership with this year’s Earth Hour, where all installations were switched off from 8:30pm to 9:30pm on 29 March, were carried out. Pico played a central role in the festival by providing full event management services and conceptual support to scheduling, hardware, marketing and PR campaign activation. This ensured that the almost month-long event was an enthralling, engaging and artistic celebration of light and the environment which included a robust line-up of events and activities. Visitors were captivated by 28 interactive and thought-provoking installations curated with the theme “Light+HeART” and placed around the Bay. The installations were designed and created by local and international artists who pushed the boundaries of creativity to incorporate energy saving measures in the design, construction and operation of their works. Alongside the light art installations, visitors also got to enjoy an array of complimentary events and activities like free guided tours, boat rides, sporting activities, bazaars and culinary treats. The ‘i Light Symposium 2014’ and other talks held in conjunction with the festival kept the focus on the topic of sustainability by increasing awareness and inspiring the adoption of numerous sustainable practices.

World Cup Events in Brazil

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In this issue:i Light Marina Bay 2014 • V.QQ.COM – VOICES Variety Show • Infiniti National SUV Tour • Sicily-Rome American Cemetery Visitor Centre • World Cup Events in Brazil • Amway Green Life Fiesta • The Magical Launch of the Infiniti Q50 • Dubai Jazz Festival 2014 • Award • Lotte World Adventure Multimedia Night Parade

Fall 2014

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

Imagemaker

i Light Marina Bay 2014Singapore

i Light Marina Bay, Asia’s only sustainable light art festival, took place in Singapore over a three week period in March, 2014. Organised by Singapore’s Urban Redevelopment Authority and event managed by Pico for the second year running, i Light Marina Bay dazzled festival-goers with stunning art installations made with recycled materials and using energy-efficient lighting technologies, and promoted environmentally responsible behaviour for a sustainable future.

Additionally, to offset the carbon footprint of the festival, a ‘Switch Off Turn Up’ campaign was put in place, rallying Marina Bay residents and buildings within the area to turn off non-essential lighting and turn up air conditioning temperatures during office hours throughout the festival period. The campaign was a success, with a record 52 buildings participating and achieving energy savings of 268,890 kWh – a significant 25 per cent increase from the last edition in 2012. The energy saved was sufficient to power the festival more than 45 times. Overall, i Light Marina Bay 2014 was a huge success, attracting some 685,000 visitors, a 20 per cent increase from 2012 and the highest number the festival has ever seen.

Reflecting both our Pico Sustainability policy of creating environmentally conscious audience experiences and the festival’s commitment to the environment, sustainable initiatives such as a partnership with this year’s Earth Hour, where all installations were switched off from 8:30pm to 9:30pm on 29 March, were carried out.

Pico played a central role in the festival by providing full event management services and conceptual support to scheduling, hardware, marketing and PR campaign activation. This ensured that the almost month-long event was an enthralling, engaging and artistic celebration of light and the environment which included a robust line-up of events and activities.

Visitors were captivated by 28 interactive and thought-provoking installations curated with the theme “Light+HeART” and placed around the Bay. The installations were designed and created by local and international artists who pushed the boundaries of creativity to incorporate energy saving measures in the design, construction and operation of their works. Alongside the light art installations, visitors also got to enjoy an array of complimentary events and activities like free guided tours, boat rides, sporting activities, bazaars and culinary treats. The ‘i Light Symposium 2014’ and other talks held in conjunction with the festival kept the focus on the topic of sustainability by increasing awareness and inspiring the adoption of numerous sustainable practices.

2 IMAGEMAKER • Fall 2014

V.QQ.COM – VOICES Variety Show Hits the RoadVarious cities in China

V.QQ.COM, the video platform of the tech giant Tencent, joined hands with celebrated TV show ‘The Voice of China’ to produce an open audition for the show, called ‘V.QQ.COM - VOICES’. Promoting the V.QQ.COM brand and the originality of the show, this travelling audition visited Beijing, Chengdu, Guangzhou, Shanghai and Shenyang in search of audition candidates.

Pico provided turnkey planning, fabrication and operations management services for the field recording, ensuring that the V.QQ.COM brand was clearly highlighted in every location. Our team used black and red as the main stage colours, which echoed the brand image of ‘The Voice of China’, creating an eye-catching and elegant effect; while the entire layout and set-up of the stage, lighting and backdrop was geared towards promoting the V.QQ.COM brand. The team encountered a number of complex elements, including negotiations with venue providers in different cities and the need to ensure smooth communication between celebrities, audiences and the film crew, but these were expertly handled and ultimately the recording was a success and ran smoothly in every city. The programme has now been uploaded and is available as exclusive content on V.QQ.COM.

Pico would like to extend our heartfelt congratulations to all audition winners who successfully went on to enter the final rounds of ‘The Voice of China’!

Infiniti National SUV TourVarious cities in China

One of the most ambitious, exciting and unique motor company campaigns of 2014 hit the road when Infiniti took some of its newest models on a national SUV tour of China.

Designed to augment Infiniti’s sponsorship of the hugely successful “A Bite of China” TV show’s second season, the campaign aimed to build image, create buzz and ultimately capture audience interest in Infiniti’s latest SUV models.

Pico, a leader in successful motor campaigns around the world, provided turnkey activation services for this impressive event, delivering planning and event management services as well as hotel and transportation management. This grand tour took 30 media guests and VIPs on a tour of seven legendary cities in eastern China. Beginning in Nanjing, the ancient capital of the Six Dynasties, the 15-SUV tour wound 1,300 km through the stunning cities of Yangzhou, Suzhou, Hangzhou, Qiandao Lake and Huangshan, before eventually ending the journey at Wuhu in Anhui Province. Linking the TV show’s characters with the landscape of the country, the tour spotlighted not only the capabilities of the vehicles, but the culinary highlights of the cities, offering behind-the-scenes glimpses of the show’s characters and cuisines. As the tour moved across the countryside, the stories behind the delicacies reduced the guests and participants to laughter and tears.

“Many cultural activities have been hosted by various motor brands in recent years, but after awhile you can only recall a few. This Infiniti National SUV Tour differentiates itself by engaging participants during the whole process – allowing us to enjoy the delicacies and experience cultural and sentimental stories. Excellent!” -Zhang Liwei, Modern Weekly

“The coordination and execution of the Infiniti National SUV tour were simply excellent. The whole itinerary was seamless – although many activities had been arranged, nothing felt too rushed. The ‘guidance notes’ provided were comprehensive, reflecting excellent preparation work.” -Chen Changjun, Chengdu Evening News

Highlights of the tour included sampling beef dumplings in Nanjing, a Pinghua performance in Yangzhou, tasting local village food in Hangzhou and digging for shellfish in Qiandao lake. Organising an event of this magnitude with so many variables is never a simple task, and changes in route left our teams with only two weeks to prepare for the event. All in all though, the tour was a smashing success and provided yet another boost to Pico’s enviable event management reputation.

Sicily-Rome American Cemetery Visitor CentreNettuno, Italy

The American Battle and Monuments Commission (ABMC) wanted to replace the existing Visitor Centre at a World War II military cemetery with a new and modern building. Located in Nettuno, near Rome in Italy, the cemetery commemorates soldiers who fell in the Sicily-Rome campaign, which led to the liberation of Rome. The site area is 77 acres, with 7,860 burials and a chapel with an engraved stone wall naming 3,095 WWII soldiers missing in action.

Pico was selected to fabricate and fit out the interior and provide audio-visual installation for the new building. Visitors to the Centre are greeted by a 14m-long, faceted wall panel, the front side of which is printed with the ABMC’s history and a 5m-wide world map indicating all of their cemeteries and monuments worldwide. The reverse side of the wall tells the story of the American and Allied Forces’ campaign achievements. Inside the building, an exhibition stretches across five faceted walling sections stretching a total of 28 linear metres, constructed as back-to-back 2.4m high sections of toughened glass overlaid by aluminium panels telling the story of the battle campaign in this region. The Sacrifice Gallery displays photos of fallen soldiers and their personal stories. Audio-visual-wise, Pico equipped the theatre with a 70” Planar monitor and three 32” touch screen stations, supported by still images and video, designed to help visitors understand the battles of WWII. The software on these stations will be expanded over time to include more detailed and specific storylines.

Pico is already working with ABMC to provide additional items that will further enhance this moving memorial to the fallen soldiers of WWII who gave their lives to liberate Italy.

4 IMAGEMAKER • Fall 2014

World Cup Events in BrazilRio de Janeiro, Brazil

Pico delivered a number of World Cup-related activations in Rio de Janeiro for our global client base.

At Rio’s Modern Art Museum we set up the Casa Da Rússia (House of Russia), a themed venue supporting the Russian World Cup squad and promoting Russia as the host country for the next World Cup in 2018. The 1,100 sq. m. venue provided a place for guests and visitors to watch World Cup games, learn about the history and culture of Russian football through interactive displays and enjoy Russian hospitality, food and music. Pico provided a number of services for the organiser, including fabrication and installation, videowall equipment, furniture, logistics and event management. Pre-event communication involved clients in UK and Russia, with the challenge being to coordinate every requirement and execute the project within a few short weeks.

The Parque da Bola Rio 2014 at the Jockey Club was the site of two other Pico activations. The World Cup Brazil Official Fan Shop was an exclusive 150 sq. m. official merchandise outlet for which we fabricated and installed branded displays, counters and furniture. One of the highlights of the Parque da Bola was the Japan Pavilion, which provided a showcase of Japanese culture, tourism, food and hospitality. Pico provided the fabrication, interior décor installation and event logistics support for the organiser. The Pico team in Brazil was well-equipped to communicate with our Japanese clients which greatly facilitated the project management and execution and contributed to the success of the event for the client.

6 IMAGEMAKER • Fall 2014

Car launches are highly competitive events, with brands constantly trying to outperform each other in terms of glitz, glamour and grandeur. For the Bahrain launch of its new Q50 sedan, Infiniti took it to the next level by using a dramatic illusion to suddenly reveal the car to an audience of guests and VIPs.

Pico helped make the magic happen through our venue setup, entertainment supply and multimedia services, designing the stage and providing an incredible ambiance, intensified through light and sound as the show built up to its climax.

With the acclaimed Magician Gaston Quieto – consultant to David Copperfield and Criss Angel – in control of the illusion, it was important that the spectacle unfolded flawlessly. Numerous practice sessions were required to ensure that the show was perfectly timed, but with extra personnel on hand to ensure everything went smoothly, the dramatic reveal of the Q50 was a perfectly choreographed, making this one of Infiniti’s distinctive launches of the year and a brand-new spectacle for Bahrain.

The Magical Launch of the Infiniti Q50Manama, Bahrain

Amway Green Life FiestaHong Kong, China

Amway is a company built on principles, people and products. Since its foundation half a century ago, their products have touched millions of lives around the world.

Pico was given the honour of designing, fabricating and event managing, including providing stage management and logistics support for Amway Hong Kong’s 40th anniversary product expo. This year, our teams took the event to a new level. Instead of delivering a generic product show with rows of standard booths, we divided the venue into three main areas and successfully transformed the entire event into an all-ages carnival – the Green Life Fiesta. As a world-class company, Amway strives for excellence in all their events, as such we went the extra mile to make this an enjoyable journey for each and every participant. While the clients shopped for products, we arranged different activities for guest enjoyment – a fashion show with star model Coco Chiang, a bartending demo at the Transformer protein café, the Nutrilite climbing wall, a cooking demonstration on the Home train, a sharing session with star makeup artist Wayne Wong and more. Tickets sold out within a week, and over 15,000 visitors attended the three-day event. With only a limited time to set up, the Pico team helped the show burst vibrantly into life, working every available hour to make this one of our most successful events.

Dubai Jazz Festival 2014Dubai, UAE

The Dubai Jazz Festival is one of the most popular multi-day festivals in the Middle East. Lasting nine days, the event consistently brings in top-line international names from the jazz, pop and rock scenes and draws thousands of participants.

This year marked the 12th edition of the festival, and Pico played a big part in activating leading sponsor Toyota’s presence. Through turnkey design, build, multimedia and project management services, we brought a fresh and fun vibe to Toyota’s sponsorship and promotional activities.

Over the past three years, Pico has been helping Toyota appeal to a younger demographic at the festival with innovative designs and unique, fun and on-point activation plans. This year, the unifying design concept was the skyline of Dubai made out of musical instruments.

Through our inventive design and fabrication ideas for the festival structures and fun and exciting solutions for ‘on-the-ground’ activations which interacted with social media, Pico helped bring Toyota to the people and further reinforce their dynamic, youthful brand image.

Pico Ranked in the Top Three at Special Events Magazine’s 50 Top Event Companies

The September/October 2014 Issue of Special Events magazine reveals the magazine’s 13th Annual 50 Top Event Companies. Pico is proud to have been once again ranked in the top three, a position we have held since 2012.

Special Events is a specialist publication based in the U.S. for those who design and produce social, corporate or other public events in hotels, resorts and banquet facilities and other venues. Introduced in 2002, the title’s authoritative listing ranks event companies by annual revenues, breadth of offerings and expertise in everything from fundraising to corporate and social events.

For more details about the magazine and the award, please visit the Special Events website at :http://specialevents.com http://specialevents.com/septemberoctober-2014#12

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].

8 IMAGEMAKER • Fall 2014

Lotte World Adventure Multimedia Night ParadeSeoul, Korea

Lotte World Adventure, the world’s largest indoor theme park located in Seoul, Korea, unveiled its new multimedia night parade on 1 July 2014. Entitled ‘Let’s Dream’, the spectacular parade was the icing on the cake for a multi-billion dollar two-year revamp project designed to celebrate Lotte World’s 25th anniversary.

Pico was involved in the creation of 19 floats for the parade, providing professional lighting, fabrication and vendor management for the client. We have a 150-strong team engaged in every performance, working alongside some of the biggest names in songwriting, puppeteering and production – including Benoit Jutras, songwriter from Cirque du Soleil, Quidam and Alegria; and Michael Curry, musical puppet designer for the Lion King and Cirque du Soleil. Complete with flying lanterns, 360-degree hologram effects, a laser show and fireworks, the ongoing parade is a successful expression of Lotte World Adventure’s anniversary theme – ‘Dream of the World’ – and a fantastic way to captivate audiences night after night.