ImagemakerSummer 2015

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

Expo Milano Milan

After a long and exciting buildup, Expo Milano 2015 has finally begun! Running from 1 May to 31 October, this universal expo with its vital theme “Feeding the Planet, Energy for Life” is turning the incredible city of Milan, Italy into a global showcase. Over 140 participating countries are at this moment showing the world how their home-grown knowledge, research and technology can serve one of humanity’s most important needs: guaranteeing healthy, safe and sufficient food for everyone, while respecting the needs of our planet at the same time.

Pico is delighted to be involved in the activation of four pavilions at Expo Milano, our ninth World Expo in 30 years. The Argentina, Brunei, Cambodia and Malaysia Pavilions are currently up and running and attracting visitors from all over the world, with our teams revelling in the thrill of playing a part in bringing this huge global event to life.

Each of the pavilions our teams activated had their own unique features and special requirements. Our teams’ high level of expertise and deep world expo experience delivered excellence on every level for each pavilion.

In this issue:Pico won Gold Awards in B2B Agency of the Year and Event Marketing Agency of the Year Expo Milano Dragages Hong Kong 60th Anniversary HSBC Women’s Champions Audi China Ski with Legend Finmeccanica at the Avalon Airshow and LIMA Exhibition Mercedes-Benz GLA Lounge AFC U14 Regional Festival Football Art Basel Hong Kong Art Central Hong Kong Rolls-Royce Motor Cars Annual Dealer Conference

Dragages Hong Kong 60th Anniversary Hong Kong

Dragages Hong Kong held an impressive exhibition and cocktail party at Asia World Expo to celebrate the company’s 60th anniversary in Hong Kong.

For six decades, Dragages has played a leading role in landmark projects across Hong Kong and North Asia, putting the company firmly on the regional and international map. Much more than a construction company, today Dragages Hong Kong is a full-service provider, bringing innovative design, build, finance and operation solutions to its broad client base.

The final challenge involved a limited ceiling height of nine metres coupled with a number of venue hanging restrictions. This meant that hanging a gigantic 17.6m diameter tunnel boring machine was tricky to say the least. Our well-prepared teams proactively anticipated this challenge during the design phase. We solved the problem by working out a specific installation methodology to use during the move-in. Then we worked backwards and planned ahead to ensure that the output artwork separation, the height load of the overall structure and the location of the hanging truss were all in compliance with the venue hanging restrictions. We met and exceeded all our targets by delivering technically perfect lighting and audio effects, and creating serious ‘wow factor’ through showcasing real-life construction machines, including the 17.6m diameter tunnel boring machine and several 8m high panels mentioned above.

While we worked with the client’s exacting design specifications when setting up the stage and exhibition, our experienced design team polished and perfected the concept by advising on the optimal spatial requirements of all displays. With the know-how and experience to deliver such a large-scale project, the enormous size of the venue and the display items did not present insurmountable obstacles to our team, rather, they were simply challenges to be met and conquered.

“The team once again proved their efficiency in delivering quality and massive scale of set-up within some 20 hours. The event also ran smoothly with their professional event management support.” - Nicolas Borit, Managing Director of Dragages Hong Kong Limited

1,500 guests attended this milestone event, including senior government officials like Carrie Lam, the Chief Secretary, and Paul Chan, the Secretary for Development, who participated alongside members of senior management from Dragages Hong Kong and their parent company Bouygues. Pico was appointed to be the project management and production company, providing a one-stop solution including event planning, venue coordination, production and site operation, show rundown and management, video shooting and post-production.

Due to the enormous scale of the event structures – the panels alone were eight metres in height for example – devising the appropriate installation methodology and work flow was another significant challenge. Our team met this challenge by working closely with the contractor, starting from planning through to the production and move-in stages. We monitored the move-in progress hourly and our project staff worked in shifts around the clock.

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HSBC Women’s Champions Singapore

Pico was delighted to be chosen by IMG as the event management company once again – this is our eighth consecutive year on the tournament. With much of the event management handled by IMG, our specialised team was responsible for supporting the design and fabrication work for the magnificent 1,037 sq. m. VIP Hexagon suite, the impressive 510 sq. m. HSBC premier lounge, the Sentosa Golf Club suite and other well-appointed sponsored suites for clients including Rolex, Jaguar, Ricoh, Singapore Airlines and other global brands. Pico’s experts also activated the design and build for the clubhouse, including the media centre, ticketing booths, volunteer area, entrance arch and the HSBC Interactive Village.

HSBC is one of the world’s leading banks, with a global reach and local presence in more than 75 countries. 2015 is a momentous year for HSBC, as the bank marks its 150th anniversary. One of HSBC’s most prestigious and long-standing events is the Women’s Champions golf tournament held in Sentosa, Singapore. To ensure that this year’s tournament was truly special, HSBC appointed IMG to organise the event, a global leader in delivering sports, fashion and media events for high-profile clients.

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In light of this being HSBC’s 150th anniversary year, our team paid special attention to the client’s every design need. Although the overall design of the suites was largely similar to those at the 2012-2014 tournaments, we focused our attentiveness on a number of key areas. These included making the interior layout of the Hexagon suite especially appealing – beautifying the countertops in the F&B areas with artificial turf, for example. One key design difference was the staircases leading to the dining areas. In previous years, these were hidden but this year our team proposed creating grand staircases, complete with red carpets for an extra-luxurious feel. Merchant mannequins from the main attire sponsor Le Coq were also set up on the staircases, creating an upbeat and lively atmosphere for guests and sporting personalities alike.

As always, the precision required from the client and meeting the tight deadlines involved meant a great deal of work for our team, especially as a number of mock-ups were requested in advance. Nevertheless, we were pleased and proud to have completed the project successfully and on time. The excellent feedback we received from both HSBC and IMG gave the team an extra sense of accomplishment at the conclusion of this milestone event.

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Audi China Ski with Legend Hebei

The Audi ‘Ski with Legend’ event was the first-ever skiing competition organised by an automobile brand in China. With Audi devoting ever-increasing resources to promoting winter sports in Europe, Audi China felt it was time to put this culture into practice at home. The goals of the campaign were to align Audi China with the global corporate vision, support the development of winter sports in China and increase Audi China’s brand value.

Pico were tasked with creating deep and lasting connections between Audi and winter sports enthusiasts. Our team provided a one-stop service which included pre-event promotion, operations management of the competition – for example rule setting and event management for the banquet – as well as guest and celebrity management.

The event was distinctive in both scope and style. The spectacular opening ceremony kicked off with Swiss skiing legend Mike von Grünigen giving an incredible display of skiing prowess, flanked by numerous skiing fans from China and abroad. Skiing competitions for both men and women were led by ‘star teams’ composed of Chinese national skiing team members, racing car drivers and fashion celebrities.

At night, amazing ski performances were combined with magnificent “car dances” in the snow; the dreamlike scenery combining performers, cars and snow in a visual feast for the audience of Audi VIPs, media and Audi owners. Wide coverage meant the event was a hit with the public, both nationally and internationally.

Finmeccanica at the Avalon Airshow and LIMA Exhibition Avalon and Langkawi

Finmeccanica is a leading industrial group in Italy and a global player in the aerospace and defence industries, with a vision to consolidate and build on its position and a global high-tech leader in both the defence sector and the civil sector.

The space was designed to create an inviting flow from the entrance down past the meeting rooms, opening up into the spacious hospitality spaces. Maximum space was given to the meeting and hospitality areas to encourage impromptu discussions and meaningful networking with new and existing customers. The team received very positive feedback from Finmeccanica, encouraging us to keep in contact for future events worldwide. This led to us being awarded the contract for the LIMA Exhibition just weeks later!

In Langkawi, we provided similar services in a slightly smaller space, with 72 sq. m. of interior space, 48 sq. m. of outdoor decking area and an additional 12m x 12m outdoor helicopter display. The design was based around creating multiple meeting areas for the client and their guests and dignitaries. The team also needed to ensure that we created equally prominent branding spaces for Finmeccanica’s brands and companies to showcase product and video content in a balanced way.

As the structures were only completed days before the move in date, we had staff on the ground in Langkawi communicate up-to-date measurements to our fabrication team. Working on this tropical island presented a few challenges, the most significant being the island’s lack of facilities. This meant we had to be extremely prepared in the lead-up to installation and ensure that we approached the build phase with precision. Despite the challenges, the team delivered once again and received excellent feedback from the Finmeccanica staff we worked alongside during this intense project.

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Pico proudly activated Finmeccanica’s presence at two noteworthy air shows this year: the peerless Australian International Aerospace and Defence Exposition in Avalon, South Australia (the Avalon Airshow), and the Langkawi International Maritime and Aerospace Exhibition in Malaysia (the LIMA Exhibition), one of the most influential exhibitions in Asia.

At the Avalon Airshow, our teams designed, built and handled fit-out for Finmeccanica’s Executive Business unit, transforming the interior and external spaces of the show’s chalets to create a comfortable, practical and functional space where the company could conduct business meetings and host catered private events. The 200 sq. m. space included meeting rooms, a reception area, internal and external hospitality spaces and a tarmac display space for helicopters.

Mercedes-Benz GLA Lounge Dubai

AFC U14 Regional Festival Football Jeddah

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Mercedes-Benz is known the world over for their luxurious cars and striking brand quality. Gargash Enterprises, the authorised distributor of Mercedes-Benz in Dubai, Sharjah and the Northern United Arab Emirates, chose Pico to bring this quality to Dubai by designing a unique and trendy lounge for the Mercedes-Benz GLA brand at Dubai’s upscale Beach Mall, JBR.

This all-glass lounge was part of a promotional campaign that showcased two new Mercedes-Benz models, the CLA250 and the A250. Keeping with the brand’s modern look, the lounge included indoor and outdoor platforms for the car displays complete with spacious floors and comfortable seating for visitors.

Despite the critically short time available to build up the lounge, our experienced team completed the flooring, structure, fascia, ceiling, roofing, platforms, walls, graphics, electrical, signage, air conditioning, carpets and painting on schedule, successfully delivering a stylish showcase for Mercedes-Benz in Dubai.

For young people all around the world, football is much more than a game. The sport provides a platform to form friendships, learn new skills and be part of something greater than themselves. The AFC Regional Festival of Football held in Jeddah, Saudi Arabia in February focused on these higher elements of the sport, specifically on skills development rather than emphasising competition or winning.

Pico proudly played a part in the festival, conceptualising and designing the festival logo, designing and producing all print and promotional materials and designing and fabricating the main stage at the festival site, all in under 14 days.

A total of 20 matches were played over the four days of this international festival, which saw teams from 10 countries compete. Every player gained valuable experience, new friends and received medals and certificates of participation.

Art Central Hong Kong Hong Kong

Art Basel Hong Kong Hong Kong

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Art Central is an exciting new contemporary art fair in Hong Kong, showcasing the next generation of talent alongside some of the most established contemporary artists and galleries from around the world. Pico is proud to have been appointed as the official contractor for the inaugural Art Central, tasked with delivering over 1,400 linear metres of walling, providing a full range services to the show’s 77 galleries, and delivering an exclusive entrance arch, VIP lounge and restaurant, all designed by an internationally-renowned architect.

The hugely-successful first edition of Art Central took place at the new Central Harbourfront inside a 10,000 sq. m. temporary structure, with its 77 galleries exhibiting work by more than 400 artists. Art Week’s hottest pop-up restaurant The Continental rubbed shoulders with street eats, engaging educational programmes, talks and tours, an exhibition of Hong Kong graffiti art and other ambitious installations. The show welcomed almost 30,000 art collectors, buyers and members of the public from Hong Kong and around the world, adding a fresh new style to Hong Kong Art Week and immediately establishing itself as a must-see event on the annual calendar.

By providing a portal for artists from across Asia, Art Basel Hong Kong has assumed a significant place in the international art world. Fully half of the galleries participating in this year’s show originated from Asia and Asia-Pacific, while galleries from around the world were given a platform to showcase their best work to the Hong Kong public.

Pico’s role as official contractor for Art Basel Hong Kong 2015 meant that we were responsible for executing and fabricating designs for stands across the show’s six exhibition sectors. This allowed an exceptional selection of works to be presented, including museum-quality pieces by proven masters and new artwork by emerging artists. To underline Art Basel’s raison d’etre – that galleries play an essential role in the development and promotion of the visual arts – each sector was divided into a series of gallery-like areas.

Art Basel Hong Kong provided an immersive and dynamic experience to art collectors, artists, dealers, curators, critics and art lovers alike.

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 corp.info@hk.pico.com.

In early June, the Pico Group won Gold in the B2B Agency of Year category at Marketing Magazine’s Agency of the Year Awards 2015 in Hong Kong,

Pico won Gold Awards in B2B Agency of the Year and Event Marketing Agency of the Year

following our Singapore office’s victory in both the Gold and Local Hero awards in the Event Marketing Agency of the Year category in Singapore.

The Agency of the Year Award is organised by Marketing Magazine, a publication of Lighthouse Independent Media. For many years, it serves as one of Hong Kong’s and Singapore’s leading barometers for agency performance across key marketing disciplines.

Since 1904, Rolls-Royce has been creating exceptional automobiles. Taking visionary engineering and advanced technology and combining them with the finest materials and hand craftsmanship, their cars have captivated the world with their unique blend of opulence, refinement, dynamism and quality.

This year, Pico proudly provided turnkey design, fabrication and project management services to Rolls-Royce Motor Cars China for their annual dealer conference in Chiang Mai. Harnessing the theme “Soaring in Excellence”, our team created a luxurious and opulent experience for the participants throughout – from the champagne welcome through to the lavish closing dinner. Traditional Thai elements were present throughout the event, adding a touch of local atmosphere to the informative and entertaining conference.

Rolls-Royce Motor Cars Annual Dealer Conference Chiang Mai