Saudi Expo Design & Branding THE TREASURE by GPD, Tamschick Media+Space

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THE TREASURE

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Industry Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency GPD
Agency Tamschick Media+Space
Art Director Martin Retschitzegger
Released May 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: SAUDI EXPO 2010 COMMISSION MINISTRY OF MUNICIPAL AND RURAL AFFAIRS
Product/Service: MINISTRY OF MUNICIPAL AND RURAL AFFAIRS
Agency: TAMSCHICK MEDIA+SPACE
Agency: GPD GENERAL DE PRODUCCIONES Y DISEÑO
Date of First Appearance: May 1 2010
Entrant Company: TAMSCHICK MEDIA+SPACE, Berlin, GERMANY
Overall Concept/Creative Direction: Boris Micka (General de Producciones y Diseño)
Concept/Creative Direction/Direction: Marc Tamschick (Tamschick Media+Space)
Project Management: Nina Hüskes (Tamschick Media+Space)
Art Director: Martin Retschitzegger (m box bewegtbild)
Audio Production: Stefan Will (BLUWI - Music and Sound Design)
Project Management: Eric Teunis (General de Producciones y Diseño)
Design Development: León Carlos Álvarez (General de Producciones y Diseño)
Media Planning/Media Technics: Glenn Smith (Skyskan)
Media placement: Main Show Saudi Arabian Pavilion - Expo 2010, Shanghai - 1 May 2010

Describe the brief from the client
Saudi Arabia presents itself with what is probably the most imposing architectural concept at Expo 2010 in Shanghai: A giant (space)ship‘s hull. Inside, the visitors stand on a conveyor belt that slowly transports them into the main room, into the "treasure". As if on a magic carpet, they glide over a 1600 sqm concave projection surface that encompasses the entire floor. We were asked to create the audio-visual experience that displays both the beauty and pride of Saudi Arabia as well as its strength and striving for innovation.

Describe the challenges and key objectives

The main challenge was to create the storyline, the narrative flow of images, that could translate "Saudi Arabia" to a Chinese public.
Creating quality images in this incredible size that could cover a projection surface of 1,600 sqm was a big part in this great conceptual and technical challenge. Twenty-five HD projectors cover the entire room with strong image worlds that are seamlessly connected.
We shot timelapsed scenes, used IMAX materials and created the whole image collage digitally. The sound for this production was specially composed and recorded with a 70 musician orchestra.

Describe how you arrived at the final design
The room’s centre and ceiling were covered by an oriental mirror mosaic. Compositions of floral forms, oriental patterns and poetic images of Saudi Arabia proceed from the room’s deepest point to fill the floor and walls in their entirety. The reflections from the mirror let the room appear to be without end.
The spectators find themselves in the midst of a sea of continually changing images and sounds, and they catch a glimpse of the "treasure". An overwhelming poetic homage to this country and its people that makes todays Saudi Arabia and oriental culture experienceable.

Give some indication of how successful the outcome was in the market
Saudi Arabia was rewarded with a blockbuster response in this kind of public mega event: the resonance in the Chinese media was tremendous - the quote of 20,000 excited visitors per day is the best proof of success. The pavilion was one of the best visited on the whole Expo 2010 site. Furthermore the Saudi Arabian Pavilion wins the “Gold Creative Display Award” assigned by Expo 2010 and was selected to stay open for visitors for another 6 months.