Big 5 is the Middle East’s largest event for the construction industry. Pico helped Promos, the special agency of the Milan Chamber of Commerce for international activities, by constructing the Italia Pavilion at the Big 5 show in November 2014, held at the Dubai World Trade Centre.
In previous shows, the Italia Pavilion had obtained mixed feedback due to the fact that there were a number of associations held under one roof. The ultimate result was that the pavilion appeared ambiguous to visitors.
To turn the pavilion’s fortunes around, Pico partnered with IDEA SRL to develop a concept that not only projected a uniform “Italia” branding across the entire pavilion, but which also involved reusing elements of previous pavilions, elegantly reducing exhibition waste. Through a local partner Pico ensured smooth communication between the client and exhibitors, with the end result being a towering presence for the Italia brand, which stood out from the other pavilions at Big 5.
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