The 17th China (Shenzhen) International Culture Industries Fair

One of the most impressive features of the 17th China (Shenzhen) International Culture Industries Fair (ICIF) was the ‘Digital Cultural Industry Development Achievement Exhibition’. Held at the Shenzhen World Exhibition and Convention Center and jointly presented by the Ministry of Culture and Tourism of the People’s Republic of China, BOE Technology, the Palace Museum, China Mobile Migu and Huawei, this ‘event within and event’ centred on four exhibition zones showcasing the Ministry’s achievements in ‘digital culture’.

The Pico team was appointed to activate the exhibition, using such expertise as overall event planning, creative design, build and execution, and on-site operational services.



Reflecting the ICIF’s status as both a showcase for the currents state of the ‘digital cultural industry’ and an important shop window for cultural and technological businesses, the Exhibition’s quartet of zones were respectively themed ‘Digital Art Display’, ‘Online Performance and Broadcasting’, ‘Digital Cultural Museum’ and ‘Immersive Experience’.


Taking the spotlight at the Digital Art Display zone was BOE Technology, a world leader in the field of digital art display. Using the latest technologies from BOE Art Cloud Technologies, such as BOE iGallery, 8K ultra-high definition simulation and ‘digital treasure zone’, the brand put on a stunning virtual display of Chinese artworks, artefacts from the Palace Museum, and the stunning paintings ‘Fairyland of Peach Blossoms’ and ‘Thousand Miles of Rivers and Mountains’.

Huawei and China Mobile Migu were behind the digital programme of performances at the Online Performance and Broadcasting zone. Renditions of such classics as The Great Journey and Auspicious Dragon and Phoenix by leading art troupes were integrated with 5G, virtual reality and ultra-high definition digital art to create an unprecedented and fresh audience experience.

In the Digital Cultural Museum zone, visitors could enjoy a close encounter with a Qing dynasty painting and digitally experience China’s long history of winter culture as a prelude to the Beijing 2022 Winter Olympics.

Projects created under the emerging business cultivation platform of the Ministry of Culture and Tourism’s Industry Development Department gave visitors something to remember at the Immersive Experience zone. Among the immersive highlights was a series of laser light shows over Chengdu’s Jin River.