Email enquiry: activate@pico.com ; Website: www.pico.com APEC China • THAI Airways Welcomes its First Dreamliner • BMW Joy Night • Singapore National Day Parade • Coke Summer • VANKE DreamWorks Experience Centre • Australian Defence and Industry Conference • The 2014 Edition of GOYS Youth City 2030

1. Winter 2014
Whenever there is an Audience, there is a Mission for Total Brand Activation.
Imagemaker
APEC China
Beijing
The Asia-Pacific Economic Cooperation (APEC) Economic Leaders’ Meeting was held
in Beijing from November 10 to 11, making headlines around the world. During APEC
Leaders’ Week, Pico provided a series of venue set up services – from the warm welcome
given to leaders at Beijing Capital International Airport, through to the official hotel and
most of the meeting venues, as well as the spouses’ programme.
Pico provided consistent and flawless arrangements, delivering much more than just functional venue set up services, creating instead a refined
and elegant ambience delicately aligned to different meeting and event objectives; ultimately winning the Chinese hosts respect and appreciation
from the leaders and spouses of the APEC nations. APEC leaders’ week is the biggest APEC event of the year, and this year the high-profile
meetings have been positive, constructive and closely followed by the world’s media.
This year, the APEC meetings were themed “Shaping the Future through Asia-Pacific Partnership”, with APEC members attempting to reach
consensus on regional economic integration, innovation-driven development, reform and growth as well as infrastructure and connectivity. The
21 APEC members, including the United States, China, Japan and Russia, account for over half of the world’s economic output, 40 percent of the
world’s population, and 46 percent of the total global trade. Pico’s involvement with APEC dates back to 2009 in Singapore.
In this issue:
APEC China • THAI Airways Welcomes its First Dreamliner • BMW Joy Night • Singapore National Day Parade • Coke Summer • VANKE DreamWorks
Experience Centre • Australian Defence and Industry Conference • The 2014 Edition of GOYS Youth City 2030

2. 2 IMAGEMAKER • Winter 2014
THAI Airways Welcomes its First Dreamliner
Bangkok
Flying has always been a thrilling and dream-like act for all who take part in it. Being part of
aviation history is particularly evocative, as Pico teams found out as they helped activate an
outstanding three-part welcome ceremony to celebrate the arrival of THAI Airways’ first-ever
Boeing 787 Dreamliner, the most innovative aircraft in the sky.
Having been THAI’s brand activation partner
for the past six years, Pico has a profound
understanding of the company’s needs and
objectives. Indeed, when the client first
proposed a small-scale welcome event, we
advised them that this once-in-a-lifetime moment
needed to be celebrated in grand style.
The activation, with the theme ‘THAI 787
Dreamliner: The new lifestyle above the
Earth’, came in three stages – the Reveal, the
Communication and the Celebration, each of
which was conceived, designed, fabricated
and managed by Pico.
The Reveal took place at Bangkok’s Suvarnabhumi
Airport – after the aircraft touched down, the
taxiing plane was welcomed by a water salute
and a ‘march out’ of 300 THAI staff wearing
coloured uniforms. They quickly arranged
themselves to form a giant, waving human 787
logo – stylishly greeting the plane as it parked.
The Communication involved spreading the
news of the plane’s imminent arrival via social
networks and inviting guests and VIPs to the
party via a custom-designed e-vite card.
The Celebration took place at the 10,000 sq. m. THAI hangar at Suvarnabhumi Airport – the first full event
ever to be held here. Over 1,000 guests enjoyed the lavish fleet upgrade ceremony. Entertainment included a
full orchestra and opera singers, speeches by the THAI vice chairman and Boeing and Rolls Royce executives,
and interviews with five THAI ‘Dream Flyers’ – selected captains and cabin crew. VIP guests included THAI management,
celebrities, THAI business partners and travel agents.
This event allowed the staff and stakeholders of THAI Airways to celebrate this important milestone in proper
style, as they delighted in the magic of flight and the wonder of innovation.

3. Our team had to work to a tight schedule and overcome numerous complicating factors to deliver this colossal project. The primary complication
was that the main part of the steel structure could not be built on a foundation due to the geography of Olympic Park Avenue. The solution
proposed by our structural engineer was bold and imaginative – an enormous, pillar-less edifice. At 170m long, 38m wide and 15m high, the
steel-frame structure resembled an aircraft hangar divided into three zones – Storytelling, Launch and Concert.
Each zone had its own particular challenges and requirements. In the Storytelling zone, our teams needed to create gigantic, remotely-con-
trollable blinds which were 47m tall by 26m wide, a process which required several design attempts. In the Launch zone, we created another
huge deliverable: a 47m high by 38m wide oval-shaped 360-degree curved screen installed on a steel and wooden-framed structure. This was a
particular success, as our craftsmen installed the massive screen on a floor with 50cm drop height (front/back) and 20 cm drop height (left/right).
The Concert zone was situated in the ‘dot’ of the lower case ‘i’. The irregularly-shaped, open design was made even more complicated due to
the lack of supporting cable stays.
During the intense 23 days of this project, we successfully delivered the construction of the steel structure, the interior decoration and the installation
and adjustment of electrical equipment, allowing the client’s rehearsals to proceed on schedule.
From customer’s point of view, the highlight of the event was the stunning view when the ‘i’ lit up and became a temporary Beijing landmark
situated between the Bird’s Nest and the Water Cube. From our team’s point of view, completing a project of this size, with its tight time frame,
challenging deliverables, and complex logistics was simply an incredible achievement.
BMW Joy Night
Beijing
BMW held an exciting event in late September in the centre of Beijing to celebrate the launch of the
brand new BMW i3 and BMW i8, and to display all its car models in a unique fashion. The launch was
held on Olympic Park Avenue and housed in a massive temporary building situated between the Bird’s
Nest and the Water Cube. Taking the form of a gargantuan steel-framed letter ‘i’, the huge building was
spread over 10,000 sq. m. – a full 8,000 sq. m. of which was the steel structure.

4. 4 IMAGEMAKER • Winter 2014
Singapore National Day Parade
Singapore
The Singapore National Day Parade is an event of
great significance for the country of Singapore. Held
on 9 August every year, the ‘NDP’ is the climatic finale
to a day spent celebrating Singapore, and is watched
by a live audience of over 150,000 and broadcasted to
a national TV audience of over two million.
This year’s event was a display of Singapore’s independence,
its multi-racial and multicultural heritage, and offered a
glimpse into the future of this vibrant nation.
Pico designed and fabricated the infrastructure supporting
the parade, ceremony and show segments of NDP 2014,
including the overall stage set, actor’s bridge, fireworks platform,
front-of-house scaffolds and numerous other elements.
By far the largest element, the rectangular stage set supported a myriad of activities which celebrated not just
Singapore’s 49th birthday, but all things Singaporean. Built on a floating platform in the Marina Bay reservoir, the
design was technically challenging, as the platform level fluctuated with the tides and the varying loading levels. All
the structures, connections and joints for the infrastructure on the floating platform needed to accommodate these
variations in platform level.
Despite the design challenges, the variable weather conditions and the general unpredictability of an outdoor event
of this size, the team was still able to deliver the project three days ahead of schedule, allowing the preparations for
this important day to go off without a hitch.

5. The goal of the event – which stretched through the day and into the night – was to have consumers in Liaoning experience the idea that sharing
is an integral part of Coca-Cola’s DNA.
Prior to the evening concert, a daytime carnival was held, with guests enjoying numerous activities united by the theme “let’s share a Coca-Cola
with our family, friends and lovers”. The fun included parent-child activities, cooperative games between friends and couples, free drinks and a
cutting-edge dance performance by Coke’s Red Planet dancers. The carnival was a big hit – especially with those who won enough game points
to enter the lucky draw for the evening’s Mayday concert.
At the end of the day, almost 8,000 bottles of Coke were given away to the happy participants. That night, Mayday, one of Taiwan’s biggest
bands, took to the stage in front of a huge crowd of lucky concert-goers, bringing the event to a thrilling climax.
With Pico providing creative concept development, stage and programme design and event management, ensuring things ran smoothly was a
large and complex undertaking. With scorching hot weather, complicated approval procedures and heavy security restrictions, our teams needed
to use the full range of their communication and coordination skills to get the job done.
The results speak for themselves – with over 11,500 ecstatic concert-goers, 70 separate pieces of media coverage and a great time had by all,
this was the biggest Coke consumer event of the year and a great success for Pico.
Coke Summer
Liaoning
This year, Coca-Cola gave its
customers across China a summer
to remember – especially those
in Liaoning. In early August,
the global soft drink giant
organised the massive ‘Share a
Coke with Mayday Red Party’
at Shenyang’s Tie Xi Stadium,
as part of its exciting and
passionate cross-China Coke
Summer integrated marketing
campaign.

6. VANKE DreamWorks Experience Centre
Shenzhen
The largest real estate developer in China, Vanke has a
broad portfolio of properties which stretches the length and
breadth of the country. The company’s “Happiness” product
line is a new generation of highly-functional and healthy-
living residential products developed by the Vanke Group
exclusively for modern cities. The new Vanke DreamWorks
Experience Centre in Shenzhen showcases some of these
properties as part of its new strategy of regional brand
promotion. This new business model is a creative innovation by
Vanke, designed to replace traditional real estate sales centres.
As the first Vanke project to combine exhibition, multimedia and set-up services, the complex is divided into a sales hall, landscape hall and several
display areas, and spans an area of 3,000 sq. m.. Pico was engaged to provide overall planning, space design, experience design, multimedia, set-up
and fabrication, video management and project management services for the 505 sq. m display area of the centre.
The delivery of the entire project took only two and a half months from the initial proposal to the completion of the implementation, requiring a
great deal of passion and effort from our management and design teams, helping us develop integrated business with Vanke and cementing our
strong reputation with this important client.
6 IMAGEMAKER • Winter 2014

7. Australian Defence and Industry Conference
Adelaide
The Australian Defence Force (ADF) has been in existence
since 1903, with a mission to defend Australia and its
national interests. In late July, Pico helped the ADF create
an environment for the Australian defence forces and the
defence industry to come together, network and be part of
a conference at the Adelaide Convention Centre.
Pico teams were responsible for design, fabrication, multimedia and project management for the 3,000 sq. m. conference and its 2,500 attendees.
With an extremely short timeline of only four weeks from concept to delivery, we had to move fast to design and deliver this important event.
Compared with the previous three Defence and Industry conferences we have been involved with, this time the organisers took a very open
approach to the event. Hard printed banners were used minimally, instead, multimedia screen pylons were scattered across the hall and entrance
area, increasing space and allowing the mixed use of sponsorship videos and wayfinding graphics.
There was no exhibition component, so the design concept involved creating an integrated networking conferencing space with a variety of sitting
areas to induce discussion between industry and government stakeholders. The end result was a highly productive conference and an extremely
satisfied client.

8. 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.
8 IMAGEMAKER • Winter 2014
The 2014 Edition of GOYS Youth City 2030
Bahrain
Youth City 2030 is an annual event organised by
Bahrain’s General Organisation for Youth and
Sport (GOYS) which focuses on key growth areas
for Bahraini youth. The event aims to promote
creative thinking among young people and enrich
their talent and expertise in numerous areas
from media and information technology to arts,
languages, science and sport.
This year marked the fifth anniversary of Youth City 2030, and Pico were honoured to be selected again as the preferred official programme
contractor and to provide the concept and design, place planning, venue setup and branding services for this landmark occasion.
Transforming a 6,000 sq.m. hall into a living, breathing ‘education city’ with full facilities was no small job, involving the design of numerous
training centres for the youth participants. These training centres created opportunities for the 2,600 plus participants in a vast range of fields
– among them science, leadership, arts and media, English and Spanish, sign language, printing and photography, and electronic games and
smartphone applications design.
This was a demanding task which pushed our teams to their limit. However, Pico’s experience with this event over the past four years meant that
the project was planned and delivered smoothly. Leveraging all our skills, ideas and creativity, we were able to deliver the best Youth City event yet.