SHANGHAI MUNICIPAL GOVERNMENT Ambient, Design & Branding SHANGHAI CORPORATE PAVILION AT 2010 WORLD EXPO by THE GEORGE P. JOHNSON COMPANY

Adsarchive » Ambient , Design & Branding » SHANGHAI MUNICIPAL GOVERNMENT » SHANGHAI CORPORATE PAVILION AT 2010 WORLD EXPO

SHANGHAI CORPORATE PAVILION AT 2010 WORLD EXPO

Pin to Collection
Add a note
Industry Shows, Events & Festivals
Media Ambient, Design & Branding
Market United States
Agency THE GEORGE P. JOHNSON COMPANY
Creative Director Richard Lindsay
Released May 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: SHANGHAI MUNICIPAL GOVERNMENT
Product/Service: DREAM CUBE MULTIMEDIA EXPERIENCE
Agency: GEORGE P. JOHNSON
Date of First Appearance: May 1 2010
Entrant Company: GEORGE P. JOHNSON, Boston, USA
President and Principal Designer: Edwin Schlossberg (ESI Design)
Senior Vice President Design: Frank Migliorelli (ESI Design)
Creative Director: Richard Lindsay (Spinifex Group)
Technical Director: Hai Tran (Spinifex Group)
Media placement: Exposition - 2010 World Expo - 01 May 2010

Describe the brief from the client
The Shanghai Municipal Government, host to the 2010 World Expo, sought to create a rich, interactive brand experience for the millions of domestic and foreign visitors to the 2010 Shanghai World Expo. Shanghai wanted to engage and educate visitors with a large scale, high profile and visually stunning installation to celebrate Shanghai’s rich cultural fabric and heritage, the city’s vision for the future and reminded visitors of it’s significance on the world stage.

Describe the challenges and key objectives
With the number of attendees to the World Expo in the tens of millions, the Expo provided
a rare and unique opportunity for host city Shanghai to engage a significantly larger and more diverse audience than was typically possible. The most significant challenge and also objective then was in how to create a storyline and environment that would literally “translate” across cultures and languages.

Describe how you arrived at the final design
The result was Dream Cube – a 40,000 square foot interactive multimedia experience. Featuring ground breaking technology including the world’s largest 3D LED screen and an exterior wrapped in a matrix of LED poles, the space incorporated motion activated technology throughout. Digital storytelling enabled spectators to immerse themselves in the environment and affect the mediascape of the pavilion through their physical gestures.

This focus on visitor driven design created a dynamic lightshow for those inside and out, and also literally demonstrated the impact the international community had on Shanghai and vice versa.

Give some indication of how successful the outcome was in the market
The Dream Cube installation was one of the most popular pavilions at the World Expo attracting hundreds of thousands of attendees most of whom spent over 20 minutes in the space getting to know Shanghai.

Combined with the millions of online impressions and word of mouth, the Dream Cube experience drove awareness and engagement on a global scale. Moreover, the considerable reach resulting from the Expo’s renown guaranteed that the city of Shanghai and the ingenuity of its pavilion would continue to delight and impress audiences from around the world, long after the Expo was over.