Brand Activation | Event Marketing | Pico
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Pico at the Rio 2016 Olympic Games

Now that the 2016 Rio Olympic Games are over, we can look back fondly and remember how Rio gave the world an incredible, unforgettable sporting extravaganza. Pico activated the presence of several global giants at the games. First, we proudly supported Worldwide Olympic Partner Procter & Gamble, helping creating the P&G Family Home – the company’s 2,000 plus sq. m. ‘home away from home’; a place where famous brands under the P&G umbrella served athletes, mothers and families from around the world for the duration of the Olympic Games. Our team’s efforts were reflected in every detail of this space. In the salon area of the home, where guests could enjoy hot towel shaves in barber chairs, hairstyling, makeovers and nail treatments, courtesy of P&G’s headline brands, we delivered the salon stations, the grooming area and manicure areas for the salon. We also delivered the disco area, interview rooms, a recreational area for children and an outdoor bar area. Our team supported two global media giants at Rio 2016 as well. We designed and built the BBC's broadcasting studio at the International Broadcast Centre. We also provided kitchen tents for both competition and non-competition venues for NBC, the US broadcast rights holder for Rio 2016. These tents, complete with fully-functioning kitchens, were spread over five zones at the games and put up in conjunction with our event partner, Behind the Scenes. John D. Crisafulli, President/Managing Director of Behind the Scenes Inc. said “Congratulations to your team once again on delivering a successful project to BTS and our client, NBC Olympics, the U.S. rights holder broadcast company for the Olympic Games…Thank you for your services and support of our RIO 2016 Project. We look forward to continuing our relationship with your company at future events and the Olympic Games.” 

Rio de Janeiro
Sports

HSBC Rugby Sevens Singapore

In April 2015, Singapore announced that for the next four years, it would join Vancouver, Sydney, Cape Town and Paris as a host city for the 10-leg HSBC World Rugby Sevens Series. Held at the city’s iconic National Stadium at Singapore Sports Hub on 16-17 April 2016, the first ‘Singapore Sevens’ was a world-class sporting event – an opportunity to showcase an amazing city and its facilities to rugby fans from around the world. Pico were involved in two distinct capacities: as the event manager, assisting with the conceptualisation of the outdoor fun zone areas; and in fabricating the event’s VIP hospitality suites and interactive zones. The common thread running through both activations was the task of ‘bringing Rugby to the public’ by creating engagement with various activities. The Rugby Challenge Zone Off the field, the outdoor fun zone was a definite highlight of the weekend. Called the Rugby Challenge Zone, fans had the chance to pass a rugby ball like a pro, dress up and become a rugby superhero, or take fun photos with family and friends at the photo booth. Also created were several ‘challenge stations’. Like the other attractions of the Challenge Zone, these were devised by Pico in cooperation with Rugby Singapore to introduce young players to the sport while still being appealing to adult fans. Venue decoration & logistics Leveraging its strong experience with international sporting events, the Pico team provided venue decoration and temporary overlay solutions for all the outdoor activity areas. Inside the stadium, Pico was responsible for providing logistics and venue decoration services. The logistics were particularly complicated for the Singapore Sevens: with 27,000 attendees and 16 international teams competing in fast-paced 15-minute games, timing was everything. The team’s experience and ability to deliver ensured that the players, officials and fans all enjoyed a smooth and comfortable transition from game to game. Hospitality suites Pico’s design effort to create hospitality suites at the venue necessitated several drafts as it evolved to satisfy diverse stakeholders as well as fire and safety regulations. Fabricated as well as designed by the team, the delivered spaces proved the ideal environment for VIP rugby fans – welcoming, comfortable, and close to the action on the field. Comments Angela Zhang, Marketing and Communications Manager at Rugby Singapore Pte Ltd. relates, “The World Sevens Series was a resounding success for its first year back to Singapore and Pico played a big part in realising the dream with us! We received numerous compliments from stakeholders, sponsors and attendees. The team worked well within the constraints to prepare the stadium to host 16 international teams for the event. It was a massive challenge in terms of logistics and set up and they delivered. Thank you, Pico for a job well done and we look forward to bring the event to greater heights next year!”

Singapore
Sports

Wanda Movie Park in Nanchang

The ‘city’ part of the Wanda Cultural Tourism City is no exaggeration; more than just a theme park, its vast 200-hectare area in Nanchang offers visitors everything from roller coasters to restaurants to retail and hotels. For many, however, the main attraction is perhaps its most novel one: its innovative, interactive movie park, which Pico played a crucial behind-the-scenes role to design and launch. The Wanda Movie Park – in many ways the ‘crown jewel’ of the Wanda Cultural Tourism City’s massive range of attractions – was conceived as a masterpiece of interactive fun and games. Visitors to the indoor complex would fight 3D monsters; soar over Jiangxi Province in a realistic flight simulator. Pico’s task was to bring all these elements together into a design concept and to build the concept, while strictly managing the entire project. This also included project management the specialist company which was contracted to provide the ride systems. All the sophisticated elements of the park would have to be up and running by the Wanda Cultural Tourism City’s opening date in May 2016. The Park’s design evolved directly from its two major interactive attractions, with a 3D monster zone and a flight simulator zone constituting its major elements. As well as designing bright, dramatically swoopy interiors in keeping with the entertainment theme, the team also had to make them support the high technology behind the fun. The former included 96 projectors and 48 perforated screens in the main hall alone. Lighting installations – consisting of dimmable LED lamps with intelligent central control – were selected to use energy efficiently in line with National Design Standards for Green Buildings. Another piece of LED-based tech is the park’s multimedia 3D floor painting, paired with a video backdrop of a waterfall to create a stunning ‘being there’ experience. In yet another public area, sound effects and advanced visual effects from no less than 10 projectors, and an unusual textured ceiling design are precisely integrated to give visitors a magical impression of ever-shifting patterns on a large porcelain vase. Managing the project was fully as complex as designing and building its spaces and installations. Along the way, the Pico team was in constant communication with more than 10 departments within Wanda to handle the project’s multiple elements. To ensure smooth, high quality final implementation, many of the more complex items that formed part of the design were trail-assembled at the factory prior to installation. At all times, the Pico team also ensured strict safety and fire control practices on the site. In the end, the close management and expertise of those designing and building the attraction paid off: Wanda Movie Park was delivered on time for a spectacular opening.

Nanchang
Themed Environments

i Light Marina Bay 2016

Established in 2010, i Light Marina Bay was conceptualised by the Urban Redevelopment Authority (URA) both as a ‘place-making’ event for the Marina Bay precinct, and as a powerful reminder of how everyone can help conserve resources for a better future. Today, it is a true ‘signature event’ with an international appeal, encompassing stunning light art installations and a varied line-up of programming that engages and educates in equal measure. Themed ‘In Praise of Shadows’, the 2016 edition - which also marked the festival’s transition from a biennial to an annual event - aimed to push boundaries even further. The event included a campaign to encourage partners from Marina Bay area and beyond to switch off non-essential lighting and turn down air-conditioning for the duration of the event. It also allowed lighting industry partners such as Philips, Osram and Martin Professional to showcase their technologies through co-created artworks. Equally important, the 2016 edition was to engage the public with more activities, a wider variety of light installations made using energy-saving technologies and recyclable products by local and international artists, and a greater integration of festival activities with attractions at Marina Bay. The Pico team worked closely with URA, playing a pivotal role in organising and executing the event, providing full event management services – from conceptual support and artist management, to sponsorship solicitation and activation, and marketing and PR. Before moving in, the team worked behind the scenes to acquire several official permits needed to stage the event. Pico’s good working relationship with festival partners enabled all the application information to be efficiently gathered and consolidated. The Pico team responded with a well-timed manpower ‘surge’ to ensure the smooth set-up of the event’s 25 light installations while strictly enforcing Workforce Safety and Health guidelines. Maintenance of the installations – which were subject to the wear-and-tear of exposure to the elements and intense human traffic – was carried out continuously over the duration of the festival. Awareness of public safety was of equal importance, given the project’s location at the heart of Singapore’s busy financial district. Setup had to be executed within tight timeframes while foot and road traffic was lightest, leaving little room for error. Close management supervision was key to ensuring that deadlines were met without compromising quality or safety best practices. The same was true for the post-event ‘teardown’ period, which had to be accomplished within a minimum timeframe, with minimum defects, while ensuring public and worker safety. The visual signature of i Light Marina Bay comprised 25 innovative sustainable lighting installations designed by artists from Singapore and around the world, including Japan, New Zealand, Germany, Israel, Norway and the USA. Fourteen installations were created by local artists and students, underscoring the emphasis on local participation for the 2016 edition. The large number of installations and parties involved meant that the Pico team had to be highly coordinated and efficient to complete them all during the week the international artists were in Singapore. Complementing i Light Marina Bay’s fusion of urban space and illuminative art were performances and several outdoor dining options. Another notable aspect of the programme was ‘Switch Off, Turn Up’, a sequel to a similar energy saving campaign which attracted the participation of 52 buildings during the previous festival. For the 2016 edition, 73 buildings – 40 per cent more – committed to the campaign. Building on these successes, subsequent editions of i Light Marina Bay will be held annually rather than biennially. Jason Chen, Director for Place Management, URA, commented: “The festival has gained a strong following… Holding it annually at Marina Bay will allow more people to enjoy the light art installations, and more importantly, to heed our message about sustainability.” The key message of this festival aims to remind us that everyone can play their part to conserve resources for our greater future.   ROI/Results i Light Marina Bay 2016 met or exceeded organiser expectations: - More than 700,000 visitors - Generated over S$20 million in PR value - Generated over S$2 million in international media (AVE) value - Attracting high-profile corporate sponsors including Marina Bay Sands, Tudor, The Fullerton Heritage, Häagen-Dazs and OUE

Singapore
Sustainability Events

Disney Live! Mickey’s Music Festival 2016

The Disney Live! Mickey’s Music Festival added an internationally-acclaimed show to the list of exciting events held in Bahrain this year as part of the ‘Manama Capital of Gulf Tourism 2016’ campaign. Bahrain was the 77th country visited by this impressive Disney production, further positioning the Kingdom as a leading hub for family entertainment. Pico provided professional event services for the show, from arranging seating and staging, rigging and backstage infrastructure to overall venue design and décor, merchandising stalls and ushers and ticketing management. Our experts created an immersive Disney-themed environment where audience members of all ages were able to connect with the Disney stars as they performed on stage. The overall look and feel of the venue transported the audience into the Disney world and held them there throughout the event. Giant entrance arches leading into the venue and the VIP lounge were created in the shape of Mickey’s trademark ears. The lounge welcomed VIP guests who were given complimentary souvenirs and exclusive meet and greet photo opportunities with the stars of the Disney show themselves – Mickey and Minnie Mouse.

Manama
Events

Singapore: Inside Out

Singapore: Inside Out (SG:IO) was a travelling showcase featuring a collection of multi-sensory experiences designed by creative talents from the city drawn from a huge spectrum of disciplines – architecture, food, fashion, film, music, literature, design and the visual arts. Each of these talents came together in this exciting experiential feast for the senses. Travelling to four world cities – Beijing, London, New York and Singapore – the showcase had a number of goals to fulfil. First and foremost, the showcase sought to raise the profile of Singapore as a vibrant and creative city – expanding international perceptions beyond the city’s well-known reputation as a clean, safe economic powerhouse, and showing the world that Singapore also possesses a wealth of creative talent. SG:IO promoted Singapore’s diverse creative talents by giving them international exposure and local recognition; the intention being to broaden their audiences and facilitate collaboration and partnerships around the world. Finally, the exhibition acted as an open invitation to local and overseas ‘fans and friends of Singapore’, encouraging them to enjoy the exhibition as a way of participating in the SG50 Golden Jubilee celebrations. Pico provided a turnkey event management services for SG:IO at every stop of the tour, helping to ensure its successful delivery to a cumulative audience of almost 50,000 people around the world. We were responsible for ensuring that the show’s eye-catching main structure, which featured a 30m-by-25m modular scaffolding illuminated by LED lights at night, was safely put up and taken down. The showcase’s massive scale presented several logistical challenges in terms of freight, materials sourcing, artist management and local regulations. As usual, our teams of experts in each city provided timely and creative solutions to these problems, ensuring the exciting and successful delivery of each showcase. 

Beijing London New York City Singapore
Exhibitions

Sentosa Visitor Arrival Centre

Sentosa Island is a resort destination located in southern Singapore. While it has historically been a ‘sun and sand’ hotspot for city residents, in recent years it has seen a flurry of new developments including luxury hotels, an integrated resort, a theme park and high-end restaurants and bars. As the island’s offerings became more international in scope and attracted a wider market to Singapore, Sentosa Leisure Group felt there was a need for a dedicated visitors’ centre to assist people with making the most of their trip. In fact, the Sentosa Visitor Arrival Centre is not just the first stop for information on the island; it also contains a box office for Resorts World Sentosa’s extensive programme of shows and events, as well as a selection of souvenirs and gifts in its colourful retail shop. Fun, vibrancy, friendliness and tropical relaxation are all aspects of Sentosa’s brand personality expressed through the Centre’s interior design. Curves and horizontal stripes in hues such as ocean blue, earth and sand allude to the island’s natural elements of sun, sky and sea. A highlight of the centre is a seven metre high, three metre wide cylindrical LED feature wall custom-designed for the site and flown into Singapore. The centre fosters a sense of escapism in an atmosphere where recreational pursuits are virtually unlimited – from lazing on the beach to exploring tropical forests, discovering cultural heritage, and enjoying fine dining or golf.

Singapore
Sustainability Interior & Retail

Mercedes-Benz GLC Driving Event

Mercedes-Benz Hong Kong Limited imports and distributes the brand’s comprehensive range of luxury passenger cars and commercial vehicles in Hong Kong and Macau. They actively perform sales and after-sales activities to further cement Mercedes-Benz’s growth in the region, while remaining dedicated to reinforcing their core values through different public and private events. In early November, Mercedes-Benz held a totally unique and spectacular off-road private driving event at Hong Kong’s Central Harbourfront. Raising brand awareness, particularly of their SUV models, was their primary goal with Mercedes-Benz wanting to provide their elite customers with an advanced driving experience which reinforced their brand values of safety, comfort and driving dynamics. Guided by professional drivers, guests got to personally experience the high performance and superior driving dynamics of the brand’s different SUV models as they passed through checkpoints on a specially-designed course stretching over an eye-popping 36,000 sq. m. The Central Harbourfront was transformed into a cross-country track and divided into two massive test driving zones. The ‘drifting zone’ allowed attendees to skid into specially-arranged sharp turns; while in the ‘off-road zone’, various checkpoints simulated features which would be found in real off-road areas – steep hills, muddy swamps, logs and gravel patches, each providing different levels of camber. A total of one media session and nine customer sessions were held, with Pico providing creative design, production, site operation and event management services throughout the event. Pico also focused extra attention on boosting brand awareness in the immediate area. The team designed immersive venue decorations to capture the attention of the many pedestrians passing through Central’s crowded streets and buildings during the daytime. We branded the client’s logo on top of the 15.5m wide, 50m long and 5.7m high hospitality marquee, and surrounded the venue with 60m long promotional fence banners. Our branding efforts did not stop when the sun set. We designed and created a gigantic 21.8m lightbox displaying Mercedes-Benz’s iconic three-point logo which lit up the centre of the venue, adding to the breath-taking night view of Victoria Harbour and the city’s skyline. This lightbox was easily visible from Central’s crowded pedestrian walkways and buildings like IFC and the AIA Centre. In addition to the lightbox, our team created an eye-catching arch entrance complemented by exterior branded fencing banners and flags. All key visuals at the venue, from the merchandising area to the off-road signage and guest passes, were also designed by our experts. We built an LED wall in the briefing room, which showed a promotional video, producing a stunning visual experience for the attendees. Our team also strategically designed the layout of the F&B area and the inside of the marquee, creating a luxurious yet comfortable environment for all the guests. To add a social dimension to the event, we arranged an “Instaphoto” service to capture guests enjoying their exclusive experience. These photos were shared on multiple social media platforms, further intensifying the brand’s exposure. The five-day event attracted a huge number of reporters and guests, receiving great write-ups and favourable feedback. As this was the first time anyone had held a driving event in the very centre of Hong Kong, there were no existing precedents for the permits required or the logistics involved in the set up. Our team had to approach and negotiate with numerous different government departments, and then leverage our years of experience to manage and execute the complex logistics for the large-scale setup, which included a 50m long marquee and the huge branding logo lightbox, all within three days!

Hong Kong
Events

Omni-Channel Integrated Marketing Strategy for Yonex

Already a well-known sports equipment brand internationally, Yonex took the opportunity to amplify their brand to a new level in China as well in 2015. Taking over from their original distributor in the country, Yonex put the first elements of a strategy into place with a redefined marketing model that emphasised brand promotion. An ambitious ‘omni-channel’ strategy developed by Pico was to fulfil that purpose. Embracing digital presence and public relations services, promotional film and print-ad production, media buy, dealer events and activities, the effort was to be persistent, complex and tightly integrated, raising Yonex’s profile while enriching public perception at the same time. Built from scratch, the nerve centre for much of the effort was a dedicated Yonex China website, complementing a refocused presence on the immensely popular WeChat social media platform. A new promotional film meanwhile conveyed the Yonex identity into previously untouched corners of the market. The most high-profile impact of all, however, was made by Yonex’s quartet of brand ambassadors – one being the world famous badminton player Lin Dan ‘Super Dan’. On its own, the announcement of the new cooperation drew nearly 100 media and widespread coverage throughout China. With these elements and more continuing to build the brand’s identity, Yonex products are no longer on their own in China; with their growing body of users, they now form part of an image of sporting excellence.

Beijing Shanghai
Integrated Events Sports

Baku 2015 European Games

After 17 exciting and unforgettable days of competition, the first European Games drew to a close on 28 June. In 20 sports held across 18 venues, athletes from across Europe made history in the city of Baku and many thousands of visitors bore witness to festival of top-level sport, while some 6,000 leading athletes from 49 nations showed off their incredible skills. Pico’s mega-event experts proudly provided first-class design, fabrication and completion of overlay work at two major venues at Baku 2015 for Road Cycling and Triathlon. "We are thrilled to be part of Baku 2015. Pico’s proven track record in providing venue overlay solutions for mega sport events has added tremendous value to delivering top-class ‘battlefields’ for the various cycling events and the triathlon events." - Sharon Soh, Executive Director, Pico Projects International Hong Kong Over the last decade, Pico has provided temporary venue overlay solutions for many of the world’s biggest sporting occasions, beginning with the 2004 Athens Olympics, followed by a number of Olympic Summer and Winter games, Asian Games, Commonwealth Games, Asian Beach Games, Formula One Grand Prix, Golf Opens and many other high-profile events around the world. Our participation in Baku 2015 further strengthened our mega sports events portfolio and our global presence.  

Baku
Events Sports

News

Pico Ranked First in Special Events Magazine’s 2016 Annual List of 50 Top Event Companies

Let Pico’s experts activate your presence at Astana EXPO-2017?

Specialties
Services

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New Pandora Outlet at Mid Valley Megamall

Kuala Lumpur
Interior & Retail

BMW M Power Day 2016

Incheon
Events

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New technology brings new engagement

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Suzanne Kalan at International Jewellery & Watch Show

Abu Dhabi
Exhibitions

Qatar Motor Show 2016

Doha
Exhibitions