Enquiry email: activate@pico.com ; Website: www.pico.com ImageMaker 2017 Summer Issue: 1. Art Central Hong Kong 2. i Light Marina Bay 3. Sesame Street Live in Bahrain 4. The 17th Annual Conference of Yabuli China Entrepreneurs Forum 5. Think with Google

1. Summer 2017
Imagemaker
Wherever there is an Audience, there is a Mission for Total Brand Activation.
Art Central Hong Kong
Hong Kong
Art Central is one of the most tempting art exhibitions during the Hong Kong Art Week.
With its mission to promote contemporary art and the next generation of artists, Art
Central offers an inspiring atmosphere of diversity, collaboration and creativity. In 2017,
Pico was appointed for the third time as the official contractor for the event.
Tasks for the Pico team included the delivery of over 2,000 linear metres of walling, provision
of a full range services to the show’s 100-plus galleries, delivery of exclusive tent branding,
and a VIP lounge and bar, all designed by an internationally-renowned UK architect.
Following Art Central’s great success in its previous two editions, this year’s event once
again took place at Central Harbourfront inside a 10,000 sq. m. temporary structure,
exhibiting work by more than 400 artists.
In all, the show welcomed almost 35,000 art collectors, buyers and members of the public
from Hong Kong and around the globe, adding a fresh new style to Hong Kong Art Week
and immediately establishing itself as a must-see event on the art world’s calendar.
The Numbers
Local and international visitors: around 35,000
Exhibiting galleries: 100+
In this issue:
Art Central Hong Kong i Light Marina Bay Sesame Street Live in Bahrain The 17th Annual Conference of Yabuli China
Entrepreneurs Forum Think with Google

2. i Light Marina Bay
Singapore
The fifth edition of Asia’s largest sustainable light art festival, i Light Marina Bay, lit up
the Singapore’s Marina Bay waterfront from 3 to 26 March 2017. Through its promotion of
energy-saving lighting and use of environmentally-friendly materials, as well as a number
of other sustainability initiatives, the festival aimed to encourage festival-goers and the
wider public to adopt green, sustainable habits in their everyday lives.
Another goal of this event was to drive local and international media and foot traffic into
the Marina Bay precinct, thereby creating value for stakeholders within the precinct.
On behalf of our client, the Urban Redevelopment Authority, Pico managed the entire
festival and helped conceptualise and develop three festival hubs in public spaces around
Marina Bay: The Fantastical World of eco.me, GastroBeats and the Art-Zoo Inflatable Park.
Creative
Twenty beautiful and sustainable light art installations took centre stage at the Marina Bay
waterfront for this year’s festival. Inspired by nature and light, these installations were the
ultimate expression of artistic genius, and helping install and manage these complex and
striking works of art required great sensitivity and expertise on our part.
Pico was also commissioned to create and activate the three exciting new festival hubs
which breathed fresh life into the event and further reinforced the festival’s strong local and
international standing.
The Fantastical World of eco.me was a magical eco village which was built primarily from
recycled materials like wooden pallets and beer crates, putting the concept of minimising
waste into action. Including a marketplace, playground, stage for creative performances
and even an urban farm, this village focused on giving ordinary people the power to live
sustainable lives in the city.
GastroBeats was another fringe hub focused around food and music, with over 30 food
vendors serving delicious artisanal local fare and snacks at pop-up stalls to the tune of live
music performances for the duration of the festival.
The Art-Zoo Inflatable Park was an entirely new concept set up at The Float @ Marina Bay
– a unique, 8,000 sq. m. experiential inflatable playground and art installation designed to
resemble a zoological garden.
Including plants, animals and ecosystems, the Art-Zoo Inflatable Park was a fun and
immersive world that explored nature through the perspective of art, creating imaginative
imaginary landscapes. Through its visual, interactive adventured, the Art-Zoo Inflatable
Park stirred up wonder and curiosity in every visitor.
Looking ahead to next year, Pico will be sustaining both the Art-Zoo Inflatable Park and
GastroBeats events – we look forward to growing these into successful brands in their
own right.
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Execution
Pico was responsible for multiple elements at the i Light Marina Bay festival itself: we
provided full event management, build up, installation, artist management, sponsorship
solicitation and activation as well as marketing and PR campaign services. Fulfilling these
many roles was a demanding and time-consuming affair filled with challenges, but our
commitment and experience proved equal to the task.
From providing grants to art schools to help them deliver the best quality artwork for the
festival, to sourcing last-minute lighting solutions, to finding and working with a team
that specializes in inflatable artwork – our team went above and beyond at every turn.
We are particularly proud of Art-Zoo Inflatable Park – a novel concept we created and
executed from the ground up in only three months. Thanks to massive amounts of creativity
and flexibility on the production side, along with novel marketing and social media
campaigns, the zoo attracted an impressive number of visitors for a first-time event.
GastroBeats was also a surprise success for us, attracting overwhelming traffic – even
on weekdays! – and numerous positive reviews on social media throughout its duration.
Approximately 80 per cent of food vendors reached breakeven within the first half of the
event. After it was over, many vendors indicated they would likely return for the next event.
Results
i Light Marina Bay visitor numbers increased significantly this year:
- Estimated total visitors: 1.5 million (2016 = 746K visitors) – an increase of over 100%
- Estimated number of tourists at the festival: 331,000 – a 60% increase over 2016
- Unique visitors: a 21% increase over 2016
- A twofold increase in the number of repeat local and tourist visitors
- Strong growth in the festival’s affinity ratings
- Facebook – 3,133,784 total impressions and 11,000 followers in a span of five months
- Total PR coverage across local and international media – $24M. This is a 105% increase
- Art-Zoo Inflatable Park: attracted 70,000 paid patrons, greatly exceeding all expectations
- The Art-Zoo Inflatable Park brand gathered as many followers on social media as the
official i Light Marina Bay page, with an engagement of 450,000 on Facebook and 52,000
impressions on Instagram
- GastroBeats gathered a total of 1,269,536 impressions on Facebook and 33,559 on Instagram

4. Sesame Street Live in Bahrain
Manama
Sesame Street is an enduring children’s TV show that we all know and love. Since its
debut in 1980, Sesame Street’s live touring show has entertained millions of children and
parents around the world. Their newest show, ‘Make a New Friend’, is a fun-filled, interactive
learning experience which includes up-close and furry interactions on the audience floor.
Like the television show, each Sesame Street Live production features timeless tunes and
lessons for all ages.
Sesame Street Live’s ‘Make a New Friend’ came to Bahrain in April 2017 with a mission
to entertain children and adults alike. Pico provided a wide range of professional event
services, from venue and show management which includes the seating arrangement,
staging and rigging, backstage infrastructure, overall venue design and décor, merchandising
stalls, crowd control and ticketing management.
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Creative
Together with our partner VStar Entertainment Group, we created a colourful themed
environment in which audience members of all ages could enjoy and connect with the
Sesame Street characters as they performed on stage. With its broad appeal, Sesame
Street is a show that almost everyone has known and loved throughout their lives. We
therefore made sure that the overall look and feel of the venue could transport the
audience into Sesame Street itself, helping to bring back good old memories during the
12 shows run during the course of this five-day event.
Execution
Together with our partner VStar Entertainment Group, we created a colourful themed
environment in which audience members of all ages could enjoy and connect with the
Sesame Street characters as they performed on stage. With its broad appeal, Sesame
Street is a show that almost everyone has known and loved throughout their lives. We
therefore made sure that the overall look and feel of the venue could transport the
audience into Sesame Street itself, helping to bring back good old memories during the
12 shows run during the course of this five-day event.
Results
Nearly 10,000 visitors over the course of the five-day event
Widespread social media mentions

6. The 17th Annual Conference of
Yabuli China Entrepreneurs Forum
Yabuli
Big ideas for the future are at the heart of the annual Yabuli China Entrepreneurs Forum.
For its 17th edition in 2017, approximately 450 industry experts, academics and other
participants gathered to discuss the innovative technologies and business models that
would shape China’s economy in the years to come.
Prominent among the forum’s sponsors is Mercedes-Benz, who tapped into the integrated
expertise and deep experience of Pico’s TBA team to lead virtually every aspect of the
event’s planning, execution and management.
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The Concept
As a leader in automotive technology, Mercedes-Benz proved an excellent fit with the forum’s
emphasis on innovation and change in industries. The team’s planning accordingly developed
to include such elements as a 30 limousines to provide an airport pick-up and drop-off service
for VIP visitors, and provision for forum participants to test-drive cars during the event.
As well as full event planning, the TBA team’s responsibilities included execution of fabricated
elements, vehicle management, VIP hospitality, and experiential design. Integration of all
these elements under a single team enabled their development and subsequent execution to
proceed with unusual speed and smoothness.
Creative Execution
Among the most popular features of the forum venue was a TBA-designed interactive area.
Here, a wall with integrated touch-sensitive sensors enabled conference participants to ‘get
a feel’ for the many exclusive technologies that contribute to the Mercedes-Benz experience.
For a taste of the real thing, participants were invited to proceed to the Yabuli Club Med for
a test-drive of selected Mercedes vehicles. Developed in close collaboration with the team,
the drives took place along specially selected routes on public roads. Complementing the
activity was a car display area and test-drive backdrop designed by TBA team at the venue.
For major sponsor Mercedes-Benz, activities such as the test drive were satisfyingly
effective in conveying the brand experience to an influential audience, and generated a
number of possible leads.
The Numbers
The conference comfortably achieved its objectives in terms of participant numbers, attracting:
Nearly 450 attendees, including 116 members of the Forum, 74 members of the Council of
the Forum and 47 guest speakers.

8. Think with Google
Shanghai
One key to Google’s continuing dominance in internet search, cloud computing and advertising
technology is ‘Think with Google’, an annual conference series that brings together marketers,
advertisers, agencies and the company’s very latest advertising solutions.
In January 2017, the Pico team was deeply involved in the forum’s 2017 edition held at
the Four Seasons Hotels and Resorts in Shanghai, providing a range of services including
project management, creative and design, livestreaming, on-site construction, and the
creation of sophisticated multimedia elements.
Ultimately, the aims of Google’s engagement with Pico for the conference were straightforward.
Among Chinese companies in the midst of globalising and digitising their businesses, the
conference was to reinforce Google’s reputation as a trusted adviser with leading-edge
technologies. For Google, the conference would help strengthen and expand their existing
partnerships with marketing executives attending the conference – and create new ones.
Finally, in more general terms, a successful conference would boost media awareness of a
vital aspect of Google’s thought leadership – the innovations that have made the internet
an effective advertising platform.
With conference participants being primarily C-level customers, the team was aware of the
importance of executing the project with maximum attention to detail, and a thoroughly
developed low-risk approach.
One major part of the team’s major effort was building the VPN Network for the booth within
experience area, including its settings and programming. The Pico team was also responsible
for developing – from concept to execution – two of the event’s most memorable highlights.
First was a show-opening demonstration of Tilt Brush by Yang Yongliang, one of China’s
young generation of artists. Throughout the event, a big impression was also made by the use
of Google Tango AR technology to build a massive ‘domino effect’ activation display.
Results
Among the most important signifiers of the conference’s success:
Attendance of 800 marketing and advertising executives
Local and international media coverage
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 photo-
copying 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.