Enquiry email: activate@pico.com ; Website: www.pico.com 1. Audi at the Taipei International Auto Show 2. Jaguar Land Rover's The Art of Performance Tour 3. Google Developer Days 4. Gold Coast Motor Festival 5. Beautiful Bangkok by Magnolias at Ratchaprasong 6. Bahrain Light Festival

1. Spring 2018
In this issue:
Audi at the Taipei International Auto Show | Jaguar Land Rover’s The Art of Performance Tour | Google Developer Days |
Gold Coast Motor Festival | Beautiful Bangkok by Magnolias at Ratchaprasong | Bahrain Light Festival | Mubadala World
Tennis Championship Interactive Zone | Ho Chi Minh City Mercedes-Benz Showroom Renovation |
Audi at the Taipei International Auto Show
Taipei
At the 2018 Taipei International Auto Show, Pico’s mission for Audi
Taiwan was to connect Audi’s long history of motorsport success with
the incredible advances being made in driving-related technology. We
fabricated a unique space for Audi Taiwan, spread over 1,326 sq. m.,
which showcased two beautiful vintage cars – the stunning Auto Union
Type C and Audi Sport Quattro S1 Pikes Peak S1 – and introduced Audi
AI technology to visitors by debuting the new Audi A8 in Taiwan.
OurmainfocuswastomakecurrentAudiownersawareoftheastonishing
innovations Audi is making in AI technology. In addition to creating
space for Audi to show off their most spectacular vehicle models, we
also helped create buzz for a technology forum organised by Audi and
their tech partner NVIDIA, which demonstrated how AI is being used
in Audi vehicles and gave visitors a glimpse of what the future holds:
new user interfaces and the revolutionary zFAS driver assistanc system,
which uses ‘the world’s first true traffic jam assist technology’.
Central to Audi’s presence at the show was a 10m revolving stage which
gave visitors in the VIP lounge guaranteed close-up views of the two
vintage cars. We also designed cute and engaging life-size Audi racing
bear mascots that appeared on stage throughout the show, delighting
the audience and capturing further attention.
Results
The show’s Media Day attracted 150 media representatives
We invited 3 Key Opinion Leaders to perform a live broadcast which
attracted more than 150,000 viewers
100 people attended the NVIDIA Technology Forum
1000+ people took photos with the Audi dancing mascots
4,500 gifts were given out

2. 2 IMAGEMAKER | Spring 2018
JaguarLandRover’sTheArtofPerformanceTour
Various cities in China
The brief
‘The Art of Performance Tour’ is a worldwide driving experience campaign
by Jaguar Land Rover. It was conceived as an engaging platform to
deliver memorable experiences to customers while generating sales.
The China segment lasted eight months and visited more than 30 cities,
including Beijing, Chongqing, Guangzhou, Hangzhou, Nanjing, Qingdao
and Xi’an.
Execution
The team supported Jaguar Land Rover with a full turnkey solution for
the tour, including event conceptualisation, experience design, venue
management, set-up and maintenance, event operations and logistics.
During the tour, ‘The Smart Cone Challenge’ was developed as a thrilling
way to highlight Jaguar’s ‘passionate performance’ character. Once
behind the wheel, participants experienced the famed responsiveness
of current Jaguar Land Rover cars by driving along a racetrack. LED
‘smart cones’ served as ‘gateways’, randomly illuminating to create a
constantly changing challenge.
Incorporated into the venue decoration design were elements such as
curves and bold colours to convey a vivid sense of excitement. It set
a new benchmark for the client’s subsequent ‘The Art of Performance
Tour’ projects.
The Results
Their key contribution to a campaign of this scale set the team onto the
path of successful future partnerships with global brands.
During its eight-month tour of over 30 cities in China, Jaguar’s ‘The Art of
Performance Tour’ attracted over 10,000 attendees,including local media.

3. Spring 2018 | IMAGEMAKER 3
Google Developer Days
Shanghai
Brief
Google Developer Days (GDD) are prestigious events that showcase
new products and platforms for developers around the world. Seeking
to help developers fully utilise all the available tools in order to devise
high-quality apps, grow and retain users and earn more income, these
days are always a hit.
GDD 2017 was held at the Shanghai Convention & Exhibition Center
with forums covering Android, mobile network, Firebase, machine
learning, cloud service, AR and VR and many more topics. Pico was
invited to deliver numerous services for this global event – design
fabrication, interpretation, live broadcast, performance management
and many more. We had a series of aims to achieve: engage, empower
and inspire developers to ‘go global’ with Google; help Google launch
products and introduce platforms to build the brand with Chinese
developers; and nurture an entrepreneurial spirit and engage China’s
immense scale and innovative spirit to create value for the company
and the country.
Creative
Reflecting the innovative spirit of Google, we created an open, colourful
and bright design for the interactive Demo Hall, allowing the developers’
demonstrations to realise their full potential. Creating this design
meant that our teams had to become highly familiar with many
Google products in a short time frame – a task we eagerly accepted.
Execution
The execution of GDD 2017 was complex but well within our experienced
teams’ capacities. Benchmarks were high, and we achieved faithful
rendition of the designs, sourced excellent quality material, and
delivered superior production and fabrication. We also used outdoor
flooring material to create the venue’s indoor floor for a unique and
eye-catching effect.
Results
Multiple seminars and events held simultaneously across several
conference rooms
Keynote speech broadcast live to other venues
60+media representatives in attendance
over 2,000 participants over the two days
High praise and positive feedback from this top-tier client

4. 4 IMAGEMAKER | Spring 2018
Gold Coast Motor Festival
Hong Kong
Brief
The Gold Coast Motor Festival is a Hong Kong’s premier celebration of
beautiful automobiles. Designed to be “the perfect weekend for car
aficionados, motor enthusiasts and the general public”, the second
edition of the festival had more than 80 cars on show, from prized
classic and collector cars to the most sought-after super and hypercars
on the planet. There were also family-friendly attractions like children’s
electric car racing, car-themed inflatable games, live music and
entertainment performances and themed F&B offerings.
Creative
Pico was commissioned not only to deliver a host of event management
solutions that created a fantastic weekend for all, but also to ensure
that attendees visited the entirety of the sprawling festival site.
Execution
To ensure a unique and engaging guest experience pre-, during and
post-event, we designed a bespoke mobile event app with several
outstanding features built into it. The app was a big hit, providing
basic functions like delivering information, the event programme,
news updates and more. Also, the app contained a series of fun
features like games, an Augmented Reality (AR) treasure hunt which
covered the whole site and a lucky draw. Pico also turned it into an
advertising channel by displaying the sponsor’s video and ad banner
throughout the app.
Feature
Through the use of starbeacon technology, an enhanced and more
accurate version of iBeacons which shortens the sensing distance
from over 10m to just 3.5m, the app provided accurate navigation and
made the locations for the treasure hunt even more precise – delivering
fun for all throughout the weekend.
Our vision for the app was a long-term one – not just a one-off for this
event. The app can be quickly adapted and used for future versions of
this event, helping create value years into the future. Other benefits
include being seen as a technological leader that is ahead of the
competition, as well as the environmental benefits of not printing
event leaflets and maps.
Results
After the event, the client’s senior management expressed great
satisfaction with our work and immediately awarded us another
contract for seasonal decoration work.

5. Spring 2018 | IMAGEMAKER 5
Beautiful Bangkok by Magnolias
at Ratchaprasong
Bangkok
Brief
To mark the arrival of the first Waldorf Astoria hotel in Southeast Asia,
which forms part of Magnolias Ratchadamri Boulevard (MRB), the
client – DTGO, a Bangkok-based international real estate developer –
wanted to make the city’s newest building an instant icon.
To have MRB become the talk of the town, Pico recommended an
artistic activation: we commissioned a 3D projection mapping project
to be put on by an award-winning, international group of artists.
Creative
Pico’s artwork management team collaborated with Limelight – an
award-winning collective of projection mapping artists – to create a
stunning installation. Pico also conceptualised and proposed a city-wide
campaign called ‘Beautiful Bangkok’, which allowed the project to
evolve into a district-wide collaboration between Ratchaprasong
District and the Thai Tourism Board. The finished work was a massive
60-storey projection mapping installation, depicting the beauty of
Bangkok through the artists’ impression of the city in four parts:
‘Nature’, ‘Sunrise’, ‘Tradition’ and ‘Nightlife’.
Challenges
This large-scale projection mapping project presented a number of
technical challenges and local restrictions that needed to be over-
come. Projection mapping events are usually held in town centres,
where there is enough open space to create viewing points. MRB,
though, is located on one of the busiest roads in Bangkok and the
artwork had to be viewed from various angles. Glazed façades are also
known for reducing the intensity of projections – a problem that was
later solved by covering an entire 60-storey glass wall with paper. The
content also had to represent the essence of Thai culture but still be
accessible and captivating to an international audience.
Execution
Pico teams from both Thailand and Singapore teamed up to deliver
campaign conceptualisation, artwork curation and event management
services for this exciting event which ran from mid-December to the
New Year’s Eve 2018. Given the city-wide effect of this event, Pico
managed various stakeholders in and around the district including
neighbouring buildings and residents.
The project was the first of its kind in Bangkok – a collaboration
between artists, the building, the district, external contractors, the
building management and other stakeholders. Convincing these
entities to give autonomy to the artists presented quite a challenge
and required much trust building.

6. 6 IMAGEMAKER | Spring 2018
Bahrain Light Festival
Manama
The 2017 edition of the wildly successful Bahrain Light Festival saw
international contemporary light artists showcase the latest innovations
in lighting. Their incredible displays of technical artistic dynamics
and their remarkable performances attracted crowds of people over
the ten-day festival. Some of the installations included ‘The Sonic
Runway’, ‘Urchins’, ‘Bouquet of Lampshades’, ‘Pin-Wheels’, ‘Shadow
Bath’, ‘Communication Gaps’ and more, all spread out over a two
square kilometre area. This pretty, peaceful and entertaining event
attracted a total of 81,393 visitors.

7. Mubadala World Tennis Championship
Interactive Zone
Abu Dhabi
Mubadala is a global investor, active in more than 30 countries around
the world, with a mission to create lasting value for their shareholder,
the Government of Abu Dhabi.
The Mubadala World Tennis Championship was held at Abu Dhabi’s
Zayed Sports City Stadium in December 2017. The Mubadala
Interactive Zone quickly became a focal point of the tennis village
and the tournament itself.
Providing event and activation conceptualisation, design, content
creation, event branding and event management services, Pico
helped make the activation zone a big success. Our team managed
to achieve multiple objectives, encouraging tournament spectators
to take part in a host of exciting, active and family-friendly activities
designed to raise the profile of the sport of tennis in the UAE, reminding
people of the importance of living a healthy lifestyle and helping
position Mubadala as a responsible business contributing to the UAE.
The inspiration behind the design concept for the activation zone was
the client’s new logo. Our team placed a circular structure in the centre
of the zone to represent Mubadala, with activities spread out on
either side of the central stand, symbolising the company’s different
subsidiaries. The end result was an open and welcoming space which
evenly spread out the activities to ensure a smooth flow of traffic.
The client was satisfied with the overall outcome, remarking that this
was the best and most successful activation zone that has ever been
created for this event.
Spring 2018 | IMAGEMAKER 7

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.
Ho Chi Minh City Mercedes-Benz
Showroom Renovation
Ho Chi Minh City
For years, Mercedes-Benz has been a leader in Vietnam’s luxury
car market. Essential to the brand’s image and interactions with
its customers and the public is its busy 1,500 sq. m. showroom in
Ho Chi Minh City.
In need of a refreshed look and feel, the Vietnam dealer of Mercedes-Benz
asked Pico to provide interior design, fit-out and project management
services for the new showroom, providing a new look that was
customised to the local environment.
A crucial service request was that the showroom needed to continue
to operate during the renovation work. Our team customised their
work schedules, working section by section and after office hours to
ensure minimal disruption to showroom operations.