volvo ocean race & americas cup experience kubik

DELIVERING TURN-KEY SET-UPS ALL OVER THE WORLD

SUBMITTED BY B V, DECEMBER 2013 ©

CONTENT

INTRODUCTION

CASES

- TEAM ABN AMRO IN THE VOLVO OCEAN RACE

2005 – 2006

- PUMA OCEAN RACING – VOLVO OCEAN RACE

2008 – 2009 & 2011 - 2012

- CAMPER – EMIRATES TEAM NEW ZEALAND IN THE VOLVO OCEAN RACE

2011 – 2012

- ORACLE TEAM USA AT THE AMERICAS CUP

2013


INTRODUCTION

During the last three editions of the Volvo Ocean Race, the world’s premier and most challenging o�shore ocean race, Kubik had the honor to accompany three teams in their marketing and communication activities: Team ABN AMRO, PUMA Ocean Racing and Camper as main sponsor of Emirates Team New Zealand. The Kubik crew also delivered retail- and hospitality settings during the 34th edition of the America’s Cup, the oldest trophy in sport and most prestigious match race sailing competition.

As a preferred supplier for Team ABN AMRO in the Volvo Ocean Race 2005 - 2006, we designed an extensive event-marketing guide, developed tailor-made o�ce and port-branding programs and delivered a turnkey hospitality pavilion and merchandise shops at all the major stopovers of the ocean race for ABN AMRO.

For PUMA Ocean Racing, Kubik was also appointed preferred supplier for the Volvo Ocean Race 2008 – 2009. Kubik’s project management team acted as a consultant to advice PUMA about the logistical and operational challenges of the Volvo Ocean Race at the di�erent stop-overs all over the world. As a logical continuation of this consulting role, Kubik was made responsible to handle the installation of both PUMA City and PUMA’s mobile merchandise stores that were erected at the stop-overs during the race. Based on this experience, we also delivered the �ne-tuned mobile hospitality and retail container settings for the 2011 – 2012 edition.

A new challenge was o�ered to Kubik with the announcement of the participation CAMPER as main sponsor of Emirates Team New Zealand in their Volvo Oceana Race 2011 – 2012 campaign. We engineered, developed and built the �rst of its kind Camper pavilion made out of paper columns. This pavilion as designed by the world-famous architect Shigeru Ban was erected at stop-overs on four continents during the most recent edition of the race.

And last but not least, Kubik designed and delivered �ve di�erent settings during the 34th America’s Cup in San Francisco: the AC Kids Zone, an interactive sailing playground; the merchandise area for Emirates Team New Zealand; the Oracle Team USA Team Base; the PUMA Boat Yard and PUMA AC Store.

Like the above described, all award-winning cases, Kubik’s experience lies in transforming corporate messages into brand statements and environments. As an international experience-marketing agency, we design and produce sport marketing campaigns, retail programs, exhibits, internal branding projects and corporate environments.

It would be a privilege for Kubik to work with any new team that participates in the upcoming Volvo Ocean Race. Based on our track record and hands-on, worldwide experience with the two most prestigious sailing races in the world, we believe we can help leverage your sailing campaign to a distinctive level, delivering an out-of-the-box experience, with passion and a personal and creative touch.

AMSTERDAMPlotterstraat 11033 RX Amsterdamtel +31 (0)20 581 30 30fax +31 (0)20 581 30 31

TORONTO1680 Mattawa AvenueMississauga, CanadaL4X 3A5T: 905.272.2818Toll Free: 1.877.252.2818

NEW JERSEY7000 Commerce ParkwayMount Laurel, USA08054T: 856.234.0052

[email protected]


CASES

Designed and Executed by Kubik – preferred supplier

TEAM ABN AMRO in the Volvo Ocean Race

Event Marketing

AWARD:

SPONSORING


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1. Event Marketing Guidelines Event Marketing Toolkit Style guide


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2. Exhibits and displays Exhibition booth Displays Retail displays / promotion material


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3. Office branding HQ branding Employees areas Visitor area


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AWARD:

Event Design AwardBest graphical treatment


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4. Hospitality pavilion Pavilion design Exterior Interior


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5. Retail outlets Window displays Merchandise s hops


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6. Tailor-made projects Baltimore Science Museum Amsterdam Nautical Museum


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PUMA CITY CHALLENGEThe Volvo Ocean Race is about speed and spectacle, and PUMA Ocean Racing intends to dominate on the water with a boat named “il mostro” and on the land with a unique hospitality concept called PUMA City. Kubik’s challenge: manage, service and provide logistics for the entire concept, everywhere the race stops around the world.

HIGHLIGHTSPUMA City consists of 24 specially constructed 40 feet sea containers that combine a merchandising store with a unique nightclub setting. kubik will draw on its experience as event partner for previous race winner Team ABN AMRO to provide installation, dismantling and service for the PUMA pavilion at various locations as the race moves round the world. Not only delivered kubik the installation of this brand new structure, they are also responsible for managing PUMA City’s little sisters: the mobile merchandise stores.

RESULTSThe bright red structure of Puma City sets the pace on shore with incredible graphics and innovative architecture. PUMA City was awarded best retail space by “Travel & Leisure” Magazine. It’s a perfect showcase for PUMA’s commitment to ocean racing, and for kubik’s commitment to creating spectacular client events.

AWARDS:

Best retail space 2009

Best New Global Design2009


CASES

MINI PUMA CITY CHALLENGEHow do you create a typical PUMA setting at the Volvo Ocean Race promotion village when there is only limited space available on the quay site? Together with the marketing team of PUMA Ocean Racing, Kubik delivered a �oating set-up of Mini PUMA City that became one of the main attractions of the Stockholm Stopover.

HIGHLIGHTSThe �exibility of the container concept was used in an optimal way for this very special set-up: two PUMA mobile merchandise stores consisting of four containers were connected together. Two brand-new lounge containers were produced and placed on top of the retail area. This setting was installed on a huge barge and towed into the harbor of Stockholm. Upon arrival, only the power supplies were hooked up and Mini PUMA City was fully operational in a very short time-frame .

RESULTSMini PUMA City became a full �edged smaller sister version of its big brother PUMA City. The �oating bright red structure was a beacon in the harbor of Stockholm with the Royal Palace as a logical backdrop. Mini PUMA City was the place to be for lounge parties and retail activities during the successful Swedish stopover.


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PUMA STORE CHALLENGEAs the o�cial clothing supplier for the Volvo Ocean Race, PUMA needed to have retail outlets at all the stopovers on �ve di�erent continents. How do you install a retail shop at di�erent harbors all over the world, taken fast changing weather conditions and very varied local settings info account?

HIGHLIGHTSBased on the spectacular container concept of PUMA City, two smaller versions were created for the mobile merchandise stores, consisting two connected 40 feet sea containers. Kubik delivered the fully operation stores within three days, including all required technical facilities and of course water proof.

RESULTSPUMA Ocean Racing used this innovative new retail concept in Capetown (South Africa), Quindao (China), Rio de Janero (Brasil) and Galway (Ireland). Not only did the setting fully lived up to the challenging Volvo Ocean Race conditions, sales were extremely successful as well.


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CAMPER WITH EMIRATES TEAM NEW ZEALAND IN THE VOLVO OCEAN RACE

KUBIK REALIZES UNIQUE CAMPER PAVILIONGOLD

BEST CONSUMER EVENT EXHIBIT/ENVIRONMENT

2012

AWARD:


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Camper, one of the world’s leading companies in the footwear design industry, is collaborating with Emirates Team New Zealand to manage their first Volvo Ocean Race campaign. Inline with the design philosophy of Camper, a unique pavilion is erected in the race village to support their participation at several stop-overs during the race.

Executed by Kubik BV - Volvo Ocean Race 2011 - 2012


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The Camper pavilion is designed by Shigeru Ban and is mainly made out of paper tubes, the trademark material of the famous Japanese architect. The paper tubes are used as especially prepared columns more that 5 meters high to support the round canvas canopy. This concept proved to be a challenge for Kubik when they were approach by CAMPER to realize this pavilion. However, it matched Kubik’s expertise very well, especially since the Kubik team acted as the event partner for two other participating teams in two last editions of the race: Team ABN AMRO and PUMA Ocean Racing.



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The round pavilion with a diameter of 20 meters was engineered in such a way that it is easy to install and dismantle in a short time frame, while at the same time able to withstand possible severe weather conditions up to hurricane wind speeds at the stop-over harbors such as Sanya in China, Miami in the USA and Lorient in France.



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Initially, Kubik’s project management team acted as a consultant to advice Camper and Shigeru Ban about the logistical and operational challenges of the Volvo Ocean Race at the different stop-overs all over the world. As a logical continuation of this consulting role, Kubik was made responsible to handle the Installation of the Camper pavilion that will be erected at stop-overs at four continents during the race. In its role as preferred supplier, Kubik will co-ordinate and manage all on-site services and requirements that are needed to built the pavilion, which is the first in its kind to be showcased at such a high-profile sport event.



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The CAMPER pavilion is a great example of Camper’s daring design approach, while at the same time recognizing the value of natural materials and craftsmanship. The pavilion is prominently placed at the entrance of the Race Villages of the Volvo Ocean Race in Alicante (Spain), Sanya (China), Miami (USA) and Lorient (FRANCE).



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PUMA QUAD CHALLENGEBased on the success of PUMA Ocean Racing in the 2008 – 2009 edition of the Volvo Ocean Race, PUMA announced their participation in the latest edition of the race. As preferred supplier of PUMA, the Kubik team was asked to manage the on-shore presence of PUMA again and to provide a solution for a real challenge: how do you create the same impact for PUMA at all the stop-overs during the next edition of the Volvo Ocean Race with less containers and how do you improve the operational use of the container setting in the most e�cient way?

HIGHLIGHTSKubik re-engineered four 40’ containers, using all our hands-on experience with the previous con�gurations. New entrance areas, climate control, lighting, decking and a mobile retail �xturing system were especially developed and integrated in PUMA’s new QUAD setting. PUMA’s media campaign around its spectacular designed yacht Mar Mostro was also a source of inspiration to brand the temporary retail store and lounge setting.

RESULTSThe tentacles on top of the PUMA Quad are a real eye catcher of the PUMA Quad and stand out in the Volvo Ocean Race Village. In store, the new �xturing system o�ers PUMA great �exibility in the daily operation and on the Upper Deck, the especially developed sunshade o�er a perfect lounge setting.

BEST TEMPORARY POP-UP STORE

2012

AWARDS:

BEST ROAD SHOWMultivenue

2012


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PUMA SOCIAL CLUB CHALLENGE PUMA wanted to create a spectacular new lounge setting for their participation in the Volvo Ocean Race 2011 – 2012. The brand-new Airclad structure, as developed by the UK-based company In�ate was the starting point for the PUMA Social Club. The challenge for this new PUMA structure was clear since it was the �rst time this structure was built in a large con�guration (12 x 12 meter) with a special roof top terrace and a production time of three months.

HIGHLIGHTSTogether with our partners In�ate (structure) and DreiD (interior elements) the Kubik crew �nished this new structure just in time for the opening of the Race Village in Alicante at the start of the Volvo Ocean race. Including a fully integrated AV setting and PA system, bar elements and a spectacular chill-out lounge terrace overlooking the Alicante harbor.

RESULTS The PUMA Social Club was THE place to be at the start of the Volvo Ocean Race. It became the hang-out spot for all participating teams and visitors of the Race Village. PUMA programmed a wide range of events in their PUMA Social Club including local DJ’s and bands and BBQ parties on the roof top terrace.


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AMERICA’S CUP KIDS ZONE CHALLENGE Americas Cup Park, at Piers 27/29, is the newest free public access along San Francisco’s Embarcadero and open daily during the “Summer of Sailing”. It host’s a wide range of activities for the fans of the America’s Cup and a view to the �nish line of the AC Finals. Kubik was asked by the Americas Cup Event Authority to create an interactive playground for the youngest sailing fans when they visit the AC Park with their parents.

HIGHLIGHTSLocated in a former shipping warehouse, the AC Kids Zone was created, designed and executed by Kubik. Several interactive settings were created to teach children about the basic principles of sailing an a fun way. The Kids Zone featured the “Hoisting the Sails” grinding challenge, the “Picture Yourself on a AC72” photo opportunity, the outdoor “AC Sailing basin” with wind fans to sail model boats and the huge in�atable “Jumping on Board” cushion.

RESULTS Over 1 million visitors were present at the o�cial public sites in San Francisco at America’s Cup Park and America’s Cup Village. Hundreds of thousands visited the AC Kids Zone during the Summer of Sailing and due to the huge success a second in�atable “Jumping on Board” cushion was ordered to accommodate all the enthusiastic children.


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EMIRATES TEAM NEW ZEALAND - MERCHANDISE AREACHALLENGE As one of the o�cial challengers and �nalist of the 34th Americas Cup, Emirates Team New Zealand needed a setting to introduce the team sponsors to the sailing fans at the AC Park on Pier 27/29 and o�er a retail setting for their partners North Sails – sports gear and Camper – designer footwear.

HIGHLIGHTSKubik realized the public presentation of Emirates Team New Zealand, consisting of an interactive sailing simulator for Emirates and merchandise areas for the North Sails and Camper. With a mix of spectacular graphics and smart displays and �xtures, the promotion setting attracted a lot of interest of all the visitors of the AC Park.

RESULTS The sailing simulator was the clear focus point for the team presentation. Visitors could sail the spectacular AC72 catamarans in a virtual reality sailing game. The sailing enthusiasts were eager clients to buy the o�cial North Sails team gear and Camper sailing shoes of Emirates Team New Zealand.


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ORACLE TEAM BASECHALLENGE The Boat Yard for Oracle Team USA during the Americas Cup was located on Pier 80 in the San Francisco Bay Area. The Yard consisted of a huge, fully equipped hangar were the spectacular AC72 Catamaran was built. Although the Team Base was gigantic, there was not much space left to receive the Oracle guest in a proper setting. The highly �exible container setting o�ered the perfect solution.

HIGHLIGHTSKubik constructed the dedicated hospitality area for Oracle Team USA alongside the waterfront at the Boat Yard. The event containers o�ered the right environment to host the corporate guest and the sailors and crew of Oracle Team USA. Three 40 containers were connected, with reception facilities on the ground �oor and a bar and BBQ area on the covered lounge deck on the �rst �oor.

RESULTS After a guided tour in the Boat Yard, the corporate guests could see the AC72 boat and crew returning from their training session and racing matches on San Francisco Bay from the lounge deck. The Oracle Team Base turned out to be the ideal spot to celebrate the most spectacular comeback victories in the history of sailing.


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PUMA AC STORECHALLENGE The America’s Cup Village, located on Marina Green, provides spectacular views of the start line and the �rst marks of the AC racecourse. Kubik was asked to produce a pop-up store for PUMA to sell the o�cial AC and Team USA Oracle Team gear in a �tting environment.

HIGHLIGHTSIn the merchandise zone of the AC Village, the Kubik crew erected the PUMA Store. The pop-up store was made out of the of the �exible PUMA event container system but extended to accommodate the huge crowds that came to see the Americas Cup races close to the shore.

RESULTS The container concept proved again to be a success formula for PUMA Event Retail. The store o�ered the right mix of a typical PUMA setting with integrated cashier systems and storage area and of course the �exible retail �xtures to generate record sales during the Americas Cup events.


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PUMA BOAT YARDCHALLENGE How do you create an active meeting space where people could watch the Americas Cup races by day and party by night, promoting the America’s Cup, Team Oracle USA, and PUMA brands and sell merchandise in one, talk-of-the-town, location? The answer: PUMA Boat Yard!

HIGHLIGHTSThe impressive PUMA Boat Yard was erected at the entrance area of the Ac Park and consists of ten connected 40’ containers. Is was installed by Kubik and houses the o�cial America‘s Cup and Oracle Team USA Store on the ground �oor, with the popular PUMA Social Club and Bar upstairs.

RESULTS The idea of hosting a big, urban party became the hit during the Summer of Sailing. It was the trendy hotpot for hipsters to watch the sail races and party in a true après-sailing style. This was accomplished by inviting the right DJs and decorating properly—including employing gra�ti artists to decorate the interior walls of the bar/club space.

BEST OUTDOOR ENVIRONMENT

2013

AWARDS:

LET’S CONTINUE THE EXPERIENCE

KUBIK BV PLOTTERSTRAAT 1 | 1033 RX AMSTERDAMT +31 20 581 3030 | F +31 20 581 [email protected]

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