Brand Activation | Event Marketing | Pico

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 catering tents for kitchens 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

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!”


Huawei at Interop Tokyo 2016

Pico provided Huawei, a leading global telecommunications firm and one of sponsors for Interop Tokyo 2016, with booth design and fabrication services through the cooperation of two Pico offices in Japan and Shenzhen, China. Naturally, Huawei’s expectations regarding quality and delivery were extremely high; in addition this project involved a great deal of communication with a number of stakeholders. Our expert teams from both offices rose to the challenge and provided meticulous service to Huawei throughout the project. Results: Best of Show Award for the entire event Interop is a leading global business technology event. As one of the most comprehensive IT expos in the world, business and technology leaders attend Interop to get the most up to date information available on key technologies, learn about the latest trends and meet with leading vendors and experts in the industry.    


Foodex Japan 2016

Foodex Japan is the largest food and beverage exhibition in Asia. The 2016 show was one of the largest Foodex shows in history, with 3,197 exhibitors from 78 countries and regions taking part, and 76,532 visitors enjoying the delights of the show. The contrasting colour scheme of the Singha booth, designed by Pico, created a strong visual impact, with the decorative main ‘golden wall’ giving the booth a luxurious, exotic feel. The booth’s ample and highly functional counter spaces were the perfect choice given the large number of visitors – these spaces allowed Singha to host multiple visitors simultaneously, serving them with drinks and delicious Thai cuisine in an authentic atmosphere. This project was a success in every way, with a satisfied client, well-fed visitors and a very pleased project team.


Tokyo Marathon Expo 2016

The Tokyo Marathon Expo is the largest running trade show in Japan, not only for the 37,000 runners who registered for the Tokyo Marathon, but for the 60,000 visitors who also attended. Pico built the Indonesia Pavilion for the expo, activating their presence at this extremely successful show. With most of the exhibitors being either sport brands or sponsors, the Indonesia pavilion stood head and shoulders above the other booths: its raised graphics depicting runners participating in events held in traditional Indonesian landscapes caught the eyes of clients, other exhibitors and visitors alike. Currently, Indonesia is boosting its tourism industry by relaxing the sightseeing visa requirements for 75 countries, including Japan. Pico is helping Indonesia create active and engaging booths for various events around Japan. We have won contracts for the Marine Diving Fair and KIX, and we hope to continue to support Indonesia with other projects in the future.


World Cup Events in 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.

Rio de Janeiro
Events Sports

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

Events Sustainability


‘Event Agency of the Year 2016’ plus Four Golds for Pico Singapore at Marketing Events Awards 2016 in Singapore

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


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Paris Motor Show


Smart Community Japan 2015


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