Kingsmen Magazine – Applause

19 Pages·2014·3.81 MB·English

A P P L A U S E THE
N°2
KINGSMEN
AP EXPERIENCE
P
L
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IN BMW — THE FUTURE IMMERSED WITH FUTURE OF RETAIL
GS OF MOBILITY DESIGN EXPERIENCE
M
EN 06-07 08-09 10-13
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2
‘Design of the Year’
President’s Design Award 2013
Being Together: Family & Portraits — Photographing with John Clang,
MCI (P) 196/12/2013 National Museum of Singapore
CONTENTS
Applause is one! As an annual publication dedicated
to sharing innovation and fresh ways to inject life
into branding, Applause celebrates the movers and A B
shakers in exhibition and events, retail and corporate
PROFILES TRENDS
interiors, thematic attractions & museums and
alternative marketing.
In this issue, gain insight about brand activation, 10-13 FUTURE OF
02-03 SECRET GARDEN RETAIL EXPERIENCE
delve deeper into the future of retail and discover OF BEAUTY
leading Korean beauty brand AmorePacific’s Story
Garden through our exclusive features. 06-07 BMW – THE FUTURE D
OF MOBILITY
HAPPENINGS
Understanding the efficacy of visuals, we have added
more infographics for your viewing pleasure. So learn
the psychology of colour in retail, catch a sneak peek
of upcoming exhibition trends, and explore our top 26-27 HAPPENINGS
MICE hotspots in Asia.
C
28-29 KINGSMEN CLINCHES
TWO MOST PRESTIGEOUS
FEATURES
We leave you with a snapshot of what experiencing INDUSTRY AWARDS
Kingsmen means and hope you enjoy Applause.
30-31 KINGSMEN
Q AWARDS
16-19 ICONIC EVENTS:
BEHIND THE SCENES
22-23 REVOLUTIONISING
SINGAPORE’S AND ALSO...
SPORTS SCENE
Publisher
KINGSMEN CREATIVES LTD
3 Changi South Lane Designer Infographic
Kingsmen Creative Centre Kingsmen Exhibits Pte Ltd
Singapore 486118 In collaboration with: 04-05 PSYCHOLOGY OF
John Clang COLOUR IN RETAIL
(65) 688 000 88
Curator
[email protected] National Museum 14-15 MICE HOTSPOTS
www.kingsmen-int.com of Singapore
IN ASIA
Cover Photography
Marcus De Photography
32 EXPERIENCING
Location 08-09 IMMERSED WITH KINGSMEN
National Museum DESIGN
of Singapore
Applause: the Kingsmen Experience is published by Kingsmen Creatives Ltd (Registration No: 200210790Z).
Copyright of the materials contained in this magazine belongs to Kingsmen Creatives Ltd. Nothing in here shall
be reproduced in whole or in part in any form or by any means, electronic, mechanical, photocopying, recording
or otherwise without prior written consent of Kingsmen Creatives Ltd. Views expressed in this magazine are
not necessarily those of Kingsmen Creatives Ltd and no liabilities shall be attached thereto. All rights reserved.
Editorial enquiries should be directed to email: [email protected]. While every reasonable care will be
taken by the editorial team, no responsibility is assumed for the return of unsolicited material. All information
correct at time of printing. MCI (P) 196/12/2013. Printed in Singapore.
APPLAUSE ISSUE N°2
SECRET
GARDEN
OF BEAUTY
S P
E R
FIL OF
RO ILE
P S
A A
Visitor experience created, developed and produced by BRC Imagination Arts, brcweb.com for all images shown here
Visitors to the sprawling facility are greeted Insights in Skin Aging for Asian Beauty” with
by lush botanical gardens populated with approximately 400 domestic and foreign
contemporary art installations, galleries and dermatologists. The agenda aimed to discuss a
contemplative space. From the grand, light wide range of topics from aging and sensitivity
filled lobby featuring fine art, visitors enter the to the anti-aging effects of ginseng’s
“Story Garden” gallery and are immediately saponin and green tea’s polyphenols on
AmorePacific Corporation, the cosmetic giant immersed in the moving story of AmorePacific’s skin. About 200 dermatologists from Latin
from Korea behind brands like Laneige, Verite, roots, their rigorous scientific integrity and America and Asia were also given a tour of
Etude and Primera recently revamped their deeply-held social values. AmorePacific’s research centre.
main headquarters in Osan, Korea. Established
in 1945 and with a history that spans over In a statement released by the company, A museum inspired by camellia seeds, the
50 years, AmorePacific continues to pioneer “AmorePacific aims to expand the presence of “Story Garden” showcases the past, present
the use of Asian Botanicals to create luxurious “Asian Beauty” as the new standard of beauty and future of the company. It begins with the
skincare products and add to its image as the which combines traditional features of beauty very origins of the company’s history when the
“Asian Beauty Creator”. prominent in the West and different elements late Yun Dok-Jeong, mother of the company’s
of beauty found in the East.” founder Suh Sung-Whan, began selling camellia
Partnering BRC Imagination Arts and Kingsmen, hair oil in 1932. The museum also houses the
AmorePacific redefined its factory tour The raw ingredients used in the creation of company’s key selling products, made with the
experience with the “Story Garden” at the some of AmorePacific’s products include best quality ingredients.
AmorePacific Beauty Campus in Osan, Korea. ginseng and other Korean herbs, which are not
The “Story Garden” employed emotional commonly found in western cosmetic brands. Thoughtful care went into the construction to
storytelling to blend exhibits, immersive media, To encourage exploration and intrigue from create a truly immersive experience for visitors
interpretive art installations and original music the dermatological fraternity, AmorePacific to the center as AmorePacific reveals its secrets
into a one-of-a-kind brand story. held a satellite symposium titled “New to Asian beauty with its Story Garden.
0022 0033
EXAMPLES OF
UP TO
73 90 85 80 84 COLOURS IN RETAIL
.7 ENVIRONMENTS
% % % % %
OF PURCHASING DECISIONS ARE NOW OF RESPONDENTS FEEL COLOURS CAN OF A FIRST IMPRESSION - THE INITIAL OF VISUAL COMMUNICATION IS OF THE TOTAL RESPONDENTS THINK THAT
MADE IN-STORE. CONSEQUENTLY, CATCHING ASSIST IN ATTRACTING NEW CUSTOMERS. 2 PERCEPTION OF YOUR BUSINESS THAT RELATED TO COLOUR. 4 COLOUR ACCOUNTS FOR MORE THAN HALF
THE SHOPPER’S EYE AND CONVEYING YOUR CUSTOMER HAS - IS BASED ON AMONG THE VARIOUS FACTORS IMPORTANT
INFORMATION EFFECTIVELY ARE CRITICAL TO COLOUR ALONE. 3 FOR CHOOSING PRODUCTS. 5
SUCCESSFUL SALES. 1
PSYCHOLOGY Orange ING DIRECT BANK
92

THE ORANGE COLOUR OF ING DIRECT BANK STIMULATES
.6 AREAS OF THE BRAIN ASSOCIATED WITH WELL-BEING
% AND THEREBY ENCOURAGES COMMUNICATION.
OF COLOUR SIMAPIDO RTHTAANT CTEH EOYN PVUISTU MAOLS FTA CTORS
WHEN PURCHASING PRODUCTS. 6
IN RETAIL 95
Blue DIOR
%
THIS COLOUR CONNOTES TRUST AND DEPENDABILITY
AND IS A FAVOURITE COLOUR SCHEME SEEKING TO
MAKE PEOPLE FEEL SECURE.
OF THE WORLD’S TOP 100 BRANDS
(DETERMINED BY BRAND VALUE) USE ONLY
ONE OR TWO COLOURS FOR THEIR LOGO. 7
DAVID LANDART
South Asia Sales Director, Carlin International
[email protected] / www.carlin-international.com
Are there colour trends in retail? The answer But colours also have additional functions that
to this question is that colour in retail is more retailers must incorporate.
PROPER USAGE OF COLOURS
than simply a trend, because colour must be CAN INCREASE BRAND
integrated from the outset when considering Colours which signal warning or attention also RECOGNITION BY 8
point of sales. function as attractors for people to enter. Warm 80
colours (shades between red and yellow): Black PIAGET
A brand’s colour is often a defining characteristic generate an attraction for the consumer (they
of the brand identity, its logo (the blue of Best are usually used for windows display / external % A POWERFUL COLOUR THAT PORTRAYS ELEGANCE,
WEALTH AND CLASSIC CHIC. WHEN COMBINED WITH
Buy, the red of Puma...) but above all, colour overall view of store). OTHER COLOURS, IT CAN MAKE A STRONG STATEMENT.
plays a specific role (attracting, enticing or
contributing to a certain sense of well-being). Cool colours (shades ranging from blue-green to
indigo) which can be less attractive, engender
At the point of sales, three things that affect our more enjoyment or positive interpretations
visual perception: light, lighting and colours. (they are generally used inside the store).
80% of perceptual stimuli are visual.
Colours can and do affect purchasing
Colour choice thus influences perception behavior. The real colour trend, however, is
(warm colours stimulate, while cool colours mainly related to the consistency with which SOURCES
soothe) and cognition (their symbolic values brands integrate colour codes all the way from
1 Henley Centre
affect reasoning and judgment). Colours visual communication topoint of sales. 2 Xerox Corporation and International Communications CARLIN INTERNATIONAL IS A TRENDS FORECASTING AND
Research from February 19, 2003 to March 7, 2003, margin STYLE AGENCY EXPERIENCED IN AN UNCONVENTIONAL
aollfsaoc tionrflyu eanncde aoutdhietro rsye nsesonrsya trioences,p tsoerns s(otrays toer, 3,4 oCfC eICrrOoLr OoRf +- /In- s3t.1it%ut)e for Color Research MHOIXW O. FH EDAEDSIQGUNA +R TMEARREKDE ITNIN PGA R+ ISC OAMNDM UENSTICAABTLIIOSNH EKDN IONW - Green INNISFREE
sensual sensations). 56 USencivreertsairtiya to of fL tohyeo lSae, oMual rIynltaenrdn asttiuodnyal Color Expo 2004 1947, CARLIN INTERNATIONAL HAS A GLOBAL NETWORK
7 http://is.gd/brandcoloursmatter OF 25 OFFICES INCLUDING CHINA, HONG KONG, JAPAN, THE COLOUR OF NATURE, HEALTH AND REJUVENATION.
8 2007 study by University of Loyola, Maryland SOUTH KOREA, TAIWAN AND THAILAND. IT IS THE EASIEST COLOUR FOR THE BRAIN TO PROCESS.
04 05
APPLAUSE ISSUE N°2
BMW’s blue line guidance systems and a Singapore and possibly raising awareness in
window concept with full-length windows, the the region as well.
public had the opportunity to view the exhibit
from the outside. As with all plans, anticipating and overcoming
challenges is part and parcel of the nature
The experience crafted into the exhibition of kingsmen’s work. Keeping to agreed upon
was also particularly seamless. Limiting the timelines, working against unpredictable
number of guests that were allowed inside the weather and finding a perfect location for
exhibition at any one time allowed for greater the exhibit were some of the key challenges
interaction between guests and the exhibition. the team faced. Even after locating the
In addition, while guests were queuing ideal location at ION, space constraints
outside, they were kept engaged by the meant that designers and contractors had
activity inside the showcase through wide full- to make the most out of the limited 25 by 10
BMW — length windows. Government representatives meter space.
as well as journalists were present outside
ION Orchard, the perfect stage to establish This was addressed by Kingsmen’s adept team
support for BMW’s solution to the future of of designers with efficient space planning.
sustainable mobility. Next, there was the sensitive issue of ensuring
cleanliness while building the structure as
THE FUTURE OF In creating cars for the future, BMW i referenced well as ensuring that the structure did not
its parent brand – evident in the look and feel block nearby tenants as they were some of the
of its products. The ION Orchard mirrored the worlds most luxurious brands.
same sleek and intelligent design that goes
into each BMW car. This was further The team was able to overcome these
augmented by keeping the content of the challenges through careful planning and
exhibit simple for easy comprehension. The rigorous precision, resulting in an outstanding
MOBILITY
talks by BMW experts also proved informative exhibition that ensured electric mobility was a joy
and made headway in establishing support for all to behold, as BMW successfully introduced
for an ecosystem of electric mobility within its BMW i cars to the Singapore public.
S P
E R
FIL It isn’t just a car. This isn’t just a car brand. OF
RO ILE
P S
It’s about creating an emotion.
A A
Kingsmen Ooh-Media worked alongside BMW realised that the onslaught of global
creative agency, Young and Rubicon, and developments such as climate change, the
embarked on a project to generate awareness dwindling availability of energy resources
for the sub-brand BMW i. Typically, brand and increasing urbanisation, call for a new
activation or brand engagement focuses balance between the demands of nature
on building lasting emotional connections and an individual’s desires. Therefore, fresh
between brands and their consumers. The best solutions are required to underpin personal and
brands seem to tell the best stories. They all tell most importantly, sustainable mobility. There
rewarding, surprising and inspirational stories was a lot of information which needed to be
that form bonds with people, not “consumers” communicated to the relevant policy makers,
or “clients”. media and general public. Furthermore, the
exhibit had to raise awareness about the
“Although we think that decision-making advanced carbon fiber and battery technology
that makes electric mobility possible. Steering
about brands depends strongly on functional
the discourse however, required the help of
benefits, it all comes down to one question:
environment design experts, Kingsmen, which
how will this make me feel?” was tasked to create visual cues, design
symmetry as well as an imaginative exhibit.
KIM CRAMER & ALEXANDER KOENE
BR-ND For this reason, exclusive exhibits together
with four product experts from Germany
The goal was not to introduce a product range; were flown in to engage exclusive partners,
it was to enlighten the public about the reasons government delegates and international and
behind BMW’s solution of electric mobility local media representatives. Great detail went
for sustainable mobility. Considering a value into the construction of the showcase. Drawing
proposition perspective, the BMW sub-brand, on BMW i’s Born Electric Tour kit’s main
BMW i, affirms the brand’s philosophy of elements, Kingsmen procured angular lines
making electric mobility a joy with thoughtful inspired by the advance technology of BMW i’s
engineering and sleek design. chasis. Coupled with light effects to highlight
06 07
APPLAUSE ISSUE N°2
of the building’s architecture is required to harmonise lighting; taking
IMMERSED
into account factors like room proportions, interior design, colour
schemes, available daylight and last but not least – the nature of the
exhibition. The way the ambience is shaped by light and shadow is of
fundamental importance and a situation which Kingsmen has handled
adeptly in its experience.
What we may come to realise is how much realism we can now call
upon as the museum and exhibitions sector continues to grow in
creativity and flexibility. If there is something to be said, it could be
WITH
that the industry is self-reflexive and as such, able to ride the growing
tide of modern exhibits to continue keeping the wonderment of its
narrative engaging. We might not be accustomed to the patterns
of its application, but these are times where the industry and its
various information & communications technology (ICT) solutions
are continually being shaped. While the jury is still out on whether
immersive environment designs are here to stay, one cannot deny
01 that the landscape of museum and exhibition design has changed
DESIGN forever. All content engages, whether virtual or real. The delineation
between virtual and the real in the museum and exhibitions sector is
blurring due to increased creativity and reflexiveness. Today, there are
more diverse ways to integrate space design with technology, lighting
and visual content. This definitely breeds excitement for audiences
and the industry. It’s safe to say that immersive environments are
fast-becoming the norm, with audiences seeking fresh and engaging
experiences at every turn.
01 Being Together: Family & Portraits
– Photographing with John Clang,
Singapore
02 Evergrande Group Exhibition Centre,
A
S rchitecture sets the tone for a space. Guangzhou, China P
E R
FIL 03 50 Greatest Photographs from OF
PRO N 02 NSiantgioanpaolr eGeographic, ILES
arrative drives the experience. Visitor experience created, developed and produced by BRC Imagination Arts, brcweb.com
A A
03
The creation of increasingly immersive Today, with the proliferation of smartphones advancements in museum applications include
environments has been the trend in recent and tablets and the synchronicity that comes targeted audio using precision loudspeakers,
years in the museums and exhibitions with it, visitors are accustomed to a certain level 3D video presentations and motion sensor
sector. By integrating space design with of interactivity, which museum and exhibition digital signage. What this essentially means
intelligent narratives delivered through designers have to consider in designing for the visitor is that content is textured with
multiple communication platforms, immersive exhibits and spaces. Projection systems aural, visual and emotive interactions that lead
environments are becoming synonymous with and soundtracks coupled with tablet and to increased immersion.
exhibitions, galleries and museums. smartphone applications providing extended
commentary and visuals are examples of Beauty and wellness corporation, AmorePacific’s
Alongside new developments in exhibition integrating narrative with space design. Story Garden in South Korea is another
and museum design, technology has become striking example which transforms static
cheaper and easier to implement, increasing Titans of the Past – Dinosaurs and Ice Age content into a dynamic narrative. The result
the opportunity for richer visual, aural and Mammals, a recent travelling exhibition at is a multi-sensorial gallery where exhibits,
interactive experiences. However, interfacing Science Centre Singapore is one such example. audio, immersive media and interpretive art
technology with exhibitions might confuse the The exhibition was a tripartite venture between installations weave an engaging tale. Through
narrative, or in some cases distract it. The Science Centre Singapore, Mediacorp VizPro an understanding of how multi-sensorial
solution appears to be integration. International and Kingsmen, and uses realistic experiences can sustain interactions with
animatronics producted by Kokoro Co. Ltd, visitors, designers are now able to design
Integration of new technology usually provides to enable visitors to experience the different environments that result in longer dwell time,
an immersive experience as long as three feeding habits of colossal lifelike replicas satisfaction and repeat visits.
primary attributes are present – immersion, of T-Rexes.
interactivity, and knowledge transfer. However, Tried and tested, lighting is often used to evoke
the prevalence of technology isn’t just linked to Audiovisual (AV) technology has assumed moods and communicate emotions. The artful
its availability. Although technology has been a vital role in bringing subject matter to life, employment of light play, however, requires
present in the last decade, expectations of through the presentation of information via several planning parameters. Getting the right
interactivity have changed. modern multimedia formats. Recent AV light isn’t always enough. A keen understanding
08 09
APPLAUSE ISSUE N°2
Commonly known within the industry as
FUTURE
Omnichannel branding, the brand experience
sometimes begins even before customers visit
the physical store and keeps them engaged
Nothing ever becomes real and immersed in the brand thereafter if they
choose to, via online platforms. The brand value
OF RETAIL
till it is experienced. proposition occurs in and out of the stores,
online and analogue today. This signals a trend
where the purchase becomes subconsciously
imbued on a customer in future.
—John Keats
EXPERIENCE
The sales pitch never ends, because the
conversation is always readily available online,
and the sensory appeal made with an in-store
visit is taken further on digital platforms. A
sale begins online with a search,and takes
customers to an in-store visit where the
sensory appeal of touch and smell influences
a consumer in their decision making process.
Such initiatives have restored finesse to the
art of branding and consumer experience —
There’s a general melding, a silent revolution between retail “Always committed to providing an unparalleled shopping experience rejuvenating over the counter transactions,
and social media: a click of a button, an image capture, a post and meeting the needs of our discerning customers, Robinsons has taken and advance retail to a point where a sales
on Instagram, a tweet or a Facebook comment. Increasingly, great lengths to design a conducive and effective shopping environment transaction is no longer done in-store. 03
‘brick-and-mortar’ retail is serving as a “third space”,
becoming more than a place of transaction. Experiences are for our customers, in terms of a more tactile store layout, engaging
formed as a result of imaginative and innovatively crafted visual merchandising and the thematic choice of props, displays,
environments which allow consumer generated content to colours and textures, to enhance the entire space.”
be shared online. Every emotion we see online tells a story,
the most genuine experiences evoke higher brand value
FRANZ KRAATZ
and recall. The new reality that brands are waking up to
MANAGING DIRECTOR
involves experiences.
ROBINSON & CO. (SINGAPORE) PTE LTD
S T
ND In terms of creating the experience, physical stores are taking on LOUIS VUITTON RE
RE the role of curating fun, satisfying and unique experiences that ND
T e-commerce is still unable to supplant. As it stands, virtual reality S
01
is still unable to augment realness to the brand experience that Louis Vuitton has taken their brand online
B brick-and-mortar has. It might make the cut with its attractive in a big way, introducing Louis Vuitton B
discounts and the convenience of shopping in the comfort Monogram service. Allowing customers to
of your own home, you could even take up the option of customise their own Louis Vuitton bag with a
next day delivery. However, just as e-commerce drives sales possible 200 million combinations for the bag
with greater value propositions, they are not set up to create of their choice.
meaning. It is “through the provision of rich, multi-sensory
experiences, that savvy retailers are turning their stores into
product playgrounds”, therein creating deeper meaning and BURBERRY
connections with their customers, explains Lois Jacobs, chief
executive of Fitch Marketing.
Burberry RFID tags: Burberry’s flagship
From multi-storey and standalone concept stores, retail in
store in London underwent a revamp in
general has evolved in an increasingly tenuous showdown
2012 and reopened as a digitally integrated
with online retail. It seems almost ironic that its revival stems
showroom. Customers could pick up a garment
from pools of data collected from online streams. Applause
and use an RFID (radio identification) tag to
explores two emerging advents that are revolutionising the
trigger an interactive video that details relevant
shopping experience in retail stores.
02 product information as well as suggest other
complementary products.
ROLLS-ROYCE
01 Robinsons at JEM, British automaker Rolls-Royce Motor Cars
Singapore created an app that allowed aspirational
02 Lotte FITIN, owners to design their own Phantom Series II cars.
Seoul, South Korea
03 Blackberry
Ho Chin Minh, Vietnam
10 11
APPLAUSE ISSUE N°2
1
Increasing investment in technology: Cheaper
servers for data storage are currently
available and are leveling the playing field
for many companies when it comes to Big
2
Data. Allowing for centralised databases and
accurate analysis of the information stored.
Solving the omnichannel puzzle with
data: A better understanding about
how customers are researching and buying
products is gained through analysing
transaction data, store traffic and in-store
checkout wait times. Retailers are then able
to cater to any scenario by providing in-store
kiosks or free Wi-Fi.
BIG WAYS THAT
DS 3 TR
N E
RE 01 ND
T BIG DATA IS S
01 Kenzo,
B Hong Kong Growing, cross channel data volumes: B
“Retail is polarised. On one end, it is functional because customers want to gain access, buy and Information from mobile, tablets and
02 i.t,
Singapore get out in the shortest time and with the least effort. On the other end, it is recreational because social media are coming together to give
customers want to explore and be surprised. Big Data provides deep customer insights generated greater insights into consumer behavior. For REVOLUTIONISING
example, basic demographic information
from customer conversations and buying decisions to help retailers serve them better.”
about a customer, purchase history, call
centre interaction, mobile and social
DR LYNDA WEE interaction, supply chain data and more can
CHIEF EXECUTIVE OFFICER be easily gathered. RETAIL
BOOTSTRAP PTE LTD
02 The rise of Big Data in retail coincides with
big data technology being able to analyse
large chunks of data efficiently and affordably.
Through an ordinary computer, storage
systems and a special software, Big Data is
able to allow retailers to monitor the results of 4
their marketing promotions, better understand
their customer’s buying habits and their
shopping preferences.
Improving personalisation: Big Data
allows retailers a chance to adapt its
There are no more sacred cows when it comes to
communication and sales techniques to suit
retail design. Every platform of communication
life events and preferences of its customers. 5
that holds meaning for a consumer, be it digital
That means higher ROI on marketing
or analogue now forms part of the overall
investment and a potential 10% boost in sales
experience, designed to ensure full engagement.
(Source: Harvard Business Review).
Instead of clashing, the conventional wisdom VIP Segmentation: Harnessing Big Data
today is one of cohesion and synergy; as long allows retailers to find and segment its
as they build on each other. Brands are starting most lucrative customers. Prioritising these
to consistently deliver seamless experience high-value customers is essential to success,
across channels (physical store, mobile phone especially considering that it costs more to
apps, website, social media, above-the-line and acquire new customers than to keep the best
below-the-line advertising). customers happy and shopping.
1122 1133
01 MICE 09 10 13
Riyadh International Convention and Shanghai New International Hong Kong Convention Tokyo
Exhibition Centre (RICEC) Expo Centre (SNIEC) and Exhibition Centre (HKCEC) Big Sight
Riyadh — Saudi Arabia Shanghai — China Hong Kong — S.A.R. Tokyo — Japan
A newly developed state-of-the-art convention and SNIEC in Shanghai’s Pudong district has garnered Home to some of the largest global tradeshows, As Japan’s largest convention facility, Tokyo Big
exhibition facility, RICEC comprises four halls with 15,000 HOTSPOTS interest from MICE organisers with its column- HKCEC is located on the waterfront of Hong Kong’s Sight is a planned venue for the 2020 Summer
m² of indoor exhibition space, 5,000 m² of outdoor space, free, single-storey structure and wide array of famous Victoria Harbour. The venue offers 91,500 Olympics, in addition to serving as the main
conference centre, VIP reception lounge, and a myriad of support services. From free shuttle battery cars m² of rentable space and recently invested nearly broadcasting center and press center for the Games.
F&B establishments. to 24-hour security services, 17 exhibition halls totalling US$1 million on audio-visual equipment upgrades Famous for its conference tower’s unique inverted
200,000 m² are equipped to host over 70 world-class that include top-quality D&B speaker systems, EIKI pyramid design, the indoor, outdoor and rooftop
02 IN ASIA exhibitions annually. projectors and Draper screens. exhibition areas traverse 95,660 m².
Qatar National
12 11 14
Convention Centre (QNCC)
Korea International TWTC Nangang Jakarta
Doha — Qatar Exhibition Centre (KINTEX) Exhibition Hall Convention Centre
Designed by Japanese architect Arata Isozaki in Goyang — South Korea Taipei — Taiwan Jakarta — Indonesia
reference to the Sidrat al-Muntaha, a holy Islamic
tree, QNCC’s steel column and glass structure is the Asia’s MICE industry is poised for further expansion with Ranked among the world’s top ten convention Easily accessible by public transport and car, the Spanning 120,000 m², Balai Sidang Jakarta
first of its kind built to the gold certification of U.S. destinations and the top three in Asia, South Korea is seven-floor TWTC Nangang Exhibition Hall is the Convention Centre (JCC) is likely to be the only venue
Green Building Council’s Leadership in Energy and the region’s positive economic environment and growth in a favourite among MICE organisers. KINTEX in Seoul first choice for MICE organisers in Taiwan. Occupying in Asia that provides in-house catering facilities and
Environmental Design (LEED). Spanning 40,000 boasts a loading capacity of 5 tons/m² and combined an exhibition space of 45,360 m², Taiwan’s largest an art department, in addition to standard MICE
m², QNCC operates efficiently with innovations like nearly every market. Applause shares a roundup of major indoor exhibition space of 108,049 m² for KINTEX 1 & 2. tradeshow venue has the capacity to host 2,467 facilities. JCC is able to accommodate the dining
3,500 m² of solar panels which provide 12.5% of the and upcoming exhibition & convention venues in Asia, Its proximity to Seoul’s air hubs and popular tourist standard-sized (3x3 meters) booths. needs of 10,000 guests and even offers free Wi-Fi.
venue’s energy needs. attraction, Lafesta, is another draw. It also has a bonded warehouse to facilitate customs
highlighting their strengths and latest developments. clearance of temporarily imported goods.
03 15
Expo Centre Marina Bay Sands Expo
Sharjah and Convention Centre
Sharjah — U.A.E. Singapore
Expo Centre Sharjah has become one of the UAE’s Marina Bay Sands Expo and Convention Centre has
most popular trade exhibition venues, hosting top the impressive capacity for 45,000 delegates, 2,000
B2B and B2C shows. Bordering Al Khan Lagoon and exhibition booths and 250 meeting rooms. MBS also
covering 128,000 m², the visually striking centre has a conference app for organisers to create enriching
offers WiFi and telephone connectivity throughout 08 experiences for their audiences. Environmentally
the complex, while an in-house advertising and PR SHARJAH NEW DELHI preferable options are offered to meeting planners and
department assists in delivering integrated media clients through Green Meetings, which is part of the
and PR campaigns. BEIJING 12 Sands ECO360° Meetings Program.
04 13 TOKYO 16
Dubai International Convention a nd IMPACT
RIYADH
Exhibition Centre (DICEC) Muang Thong Thani
09
Dubai — U.A.E. Bangkok — Thailand
Geographically and demographically, Dubai is now the GOYANG Thirty minutes from downtown Bangkok, this
centre of the world. Host of the first World Energy 07 upcoming venue is equipped with over 140,000 m² of
Forum held outside the UN headquarters, SIBOS SHANGHAI indoor space – from a cluster of three interconnected
2is0 f1as3t, baencdo cmainndgi daa lteea cdiitnyg f ogrl oWboarll dM EICxpEo d 2e0st2in0a, tDiounb.ai 01 02 03 hhaallllss, a annd seixxh bibuistiionne ssc ecnetnretr ews,it hto eai gchotn vmeunlttiio-np ucrepnotsree
04 and arena. The nearest accommodation is the 380-
06 11 TAIPEI
05 room Novotel Bangkok IMPACT.
10
Oman Convention and
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Exhibition Centre (Ready in 2016) DUBAI
Kuala Lumpur Convention
Muscat — Oman QATAR 05 16 HONG KONG Centre (KLCC)
Slated for completion in 2016, the venue is a ten Kuala Lumpur — Malaysia
minute drive from the new Muscat International
Malaysia’s top MICE venue is technologically-
Airport, and is set to be an iconic landmark for the
advanced with a built-in simultaneous interpretation
Sultanate of Oman. Providing more than 22,000 m²
system, data networking and complimentary Wi-
of column-free exhibition space, two of its five
exhibition halls offer specialised acoustic treatment, BANGKOK Fi. All spaces are also column-free with moveable
advanced lighting and rigging requirements for OMAN ABU DHABI 18 soundproof panels to offer flexibility for events. Its
proximity to Suria KLCC shopping centre and the
larger plenary sessions, concerts or performances.
iconic Petronas Towers makes it a hit with business
Individual halls offer registration desks, hospitality
travellers. Another bonus is the government’s Meet
suites and offices for organisers. HO CHI MINH & Experience campaign, which offers premium
07 08
incentives to potential event organisers.
06 Pragati Beijing Exhibition 17 KUALA LUMPUR
Abu Dhabi National Maidan Centre (BEC) 18
Exhibition Centre (ADNEC) New Delhi — India. Beijing — China 15 Saigon Exhibition and
Abu Dhabi — U.A.E. Known as “Field of Progress”, Pragati Maidan in Central Its prime location at the heart of Beijing’s business Convention Centre (SECC)
Conveniently located near the Abu Dhabi International Delhi is India’s largest exhibition complex, overlooking centre, Xizhimenwai Avenue in Xicheng District, and Ho Chi Minh — Vietnam
Airport, the world class multi-purpose Abu Dhabi the historic Purana Qila (Delhi’s oldest fort). Housing 18 proximity to hotels and shopping malls has made BEC Situated in the heart of Phu My Hung New City and
JAKARTA
National Exhibition Centre (ADNEC) provides exhibition halls encompassing 72,000 m², the venue a popular choice among trade visitors to the capital. 30 minutes away from Tan Son Nhat International
55,000 m² of interconnecting hall space, including is set to undergo expansion to include an Exhibition/ Spanning 22,000 m², the indoor exhibition space is Airport, SECC boasts four indoor exhibition halls
a 3,168 m² atrium, the world’s largest 18,000 m² Convention Centre (ECC) that can accommodate 8,000 split between 12 exhibition halls with an additional SINGAPORE totalling 40,000 m², a 2,000-seat convention centre,
U-shaped concourse and sprawling food courts. people by 2017. 10,000 m² of outdoor exhibition space. 14 high-rise office tower and two hotels.
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APPLAUSE ISSUE N°2
01
ICONIC EVENTS
03
ES 01 Nespresso Pixie Launch, 03 FE
ATUR Behind the Scenes 02 SMinINgaIp Noroet Normal Carnival, ATUR
FE Siam Paragon, Thailand ES
03 Le Noir,
C MasterCard Theatres at Marina Bay Sands, Singapore C
(Images courtesy of BASE Entertainment Asia)
International brands today face a myriad of
challenges to stay relevant to their customers and
be at the cutting edge of fashion and design.
As competition heats up, an increasing number of brands are
turning to proprietary events to drive business to a captive
audience. These events create opportunities for brands to
share multiple layers of content with their captive audience.
Traditionally, international brands have launched their global
03
marketing campaigns in the West, but are now turning to
Asia because of flexibility, international reach and impressive
ROI numbers.
Today, Chanel, Hermès and Louis Vuitton are some of the
luxury brands at the forefront of creating events that deliver
an iconic experience. From showcasing its products, engaging
customers and networking to garnering publicity – these
proprietary events are leading the change towards brand
building inside out. Creative minds behind each brand thrive
on unveiling the next big thing, including revolutionary ideas,
unique venues and the latest in interactive media. Over the
last five years, Asia with its thriving economy and attractive
destinations has become the go-to place for the next wave in
fashion trends. Beijing, Hong Kong, Shanghai, Singapore and
Taiwan are just some of many Asian cities that have captured
the attention of luxury brands, given their growing number of
02 high net worth individuals who are willing to spend.
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