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 Message bombardment, sponsorship advertising and product pushing are all too familiar parts of the marketing landscape at the Beijing Olympics. So when communications group Imagination were tasked with creating something unique and fun for Samsung’s presence at the Beijing Olympic Green, they decided to challenge the brand to behave differently and turn it inside out.
Working with creative partners Cheil Communications Worldwide and the Architectural Design and Research Institute of Tsinghua University, Imagination’s approach created the impressive and unique Olympic Rendezvous @ Samsung Pavilion, or OR@S.
‘We teamed the Olympic spirit of global union alongside the social and inclusive aspects of Samsung’s brand to create the OR@S,’ says Sally Crabb, Imagination’s creative director for sports and entertainment. ‘The structure of the pavilion is essentially a building turned inside-out and, as a result, it’s completely committed to welcoming all visitors and athletes in the Olympic Green.
'We’ve taken a brave step with the OR@S, as there are no external marketing messages or pressure placed on visitors to try or buy products. Instead we’ve taking a completely new approach with the brand, inviting visitors to come and have fun with Samsung and enjoy the Olympics together.’
Imagination also designed the building green from the outside in, tying environmental priorities of both the Beijing Olympics and Samsung to the development of the structure. Working with the Architectural Design and Research Institute of Tsinghua University, who are known for their expertise in green technology, resources such as natural lighting, recycled materials and energy-saving techniques for ventilation, lighting and power were incorporated into the structure.
 Taking a brave step to create a memorable experience that truly embodies the Olympic spirit, Imagination has delivered a unique element for an Olympic audience to enjoy. As a result, the OR@S stands out as an ideal place for athletes and visitors to hang out, have fun and get into the spirit of the 2008 Beijing Olympics.
The award-winning Imagination building in London incorporates the Imagination Gallery, a unique and unusual venue and a modern retreat at the centre of the city. The gallery's flexible space can be utilised to create an intimate format, or its full extent can be employed for impact at a high-profile conference or dinner. For more information, follow the links below.
Pictured:
Olympic Rendezvous @ Samsung Pavilion
The Imagination Gallery
Contact
Telephone: +44 (0)207 323 3300
Email: gallery@imagination.co.uk
Website: www.imagination.com/gallery
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