"Everyone who comes in has his own dream. And comes out with a bigger one!"

ICP Pavilion Guest

BRC Imagination Arts TURNING BRANDS INTO DESTINATIONS™

Information & Communications Pavilion


To design a breakthrough world expo experience for China Mobile and China Telecom, BRC created an engaging narrative to inspire guests from around the world to “Dream Big” of a future where the natural, human, and technological worlds are connected through effortless communication. The ICP story cut through the noise of over 300 pavilions at the Expo to present a vision of a high-speed “Internet of Things” that will connect the world and inspire future generations with what’s possible. 

BRC choreographed a guest journey with five show areas, including an immersive “Dream Garden,” an interactive area where guests entered their preferences on a mobile device to personalize the experience, a beautiful widescreen animated film, a magical one-of-a-kind multi-immersion experience theater show, and an interactive post show area in which guests explored information and collected ideas and images for their personal websites.

The pavilion contained several innovations. It was sustainably designed and built so the materials could be re-used. BRC conceptualized and directed the exterior skin of the buildinga complete wrap-around of programmable LED light panelsthat provided an exhilarating nighttime fantasy of movement, light, and color. The unique BRC designed and manufactured mobile device allowed a personalized experience for each visitor. This device invited guests to engage one-on-one with the shows and exhibits, to record their dreams for the future, and to continue to interact with the story through the ICP website after they left the Expo.

RESULTS

  • Top 3 Pavilion Ranking for all Corporate Pavilions

  • Top 10 Pavilion Ranking for Entire Expo

  • 98% Visitor Satisfaction Rating

AWARDS

  • 2010 Themed Entertainment Associations Thea Award for Excellence, ICT Mobile Device for Integration of Technology and Storytelling

  • China’s Successful Design Award

  • Event Design Awards Gold Winner Interactive Element and Best of of Media/AV

  • China Mobile’s Expo Partner 2010 Award for Outstanding Achievement

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