Imagination announced as a creative design partner for Samsung Electronics at the Beijing 2008 Olympic and Paralympic games.

Architects of the stand

Beijing, China: Samsung Electronics the global TOP sponsor of the 2008 Olympics for wireless communication equipment and the global partner of the 2008 Olympics Torch Relay has officially launched the design plans for its Olympic Rendezvous @ Samsung (OR@S) destination. The design of the OR@S was launched at a press conference on the 3rd April in Beijing, China. The OR@S will be a leading destination for athletes and members of the public to visit at the upcoming Beijing 2008 Olympic and Paralympic games.

Global brand communications agency Imagination has been working closely with Cheil Communications Worldwide and Architectural Design and Research Institute of Tsinghua University as creative design partners to produce the Olympic Rendezvous @ Samsung design. This is the second time Imagination has worked with Samsung on an Olympic destination following the work on the Olympic Rendezvous @ Samsung experience at the Salt Lake City Winter Olympics in 2002.

At the press conference Samsung also revealed their new “Green Samsung” strategy. The strategy will work alongside the Olympic Rendezvous and will mean that Samsung will produce work through a number of green operations, green products, and green workplace initiatives. Samsung China has established a special Green Operation promotion department which will develop new environmentally friendly products and promote environmental protection specialists.

Professor LiDeXiang from ADRI has been announced as the “Ambassador of Samsung Olympics Environmental Protection” and will work closely with Samsung to make sure the strategy is adhered to.

Sally Crabb Imagination’s Creative Director for Sports and Entertainment commented, “We are delighted to be working with Samsung and Cheil Worldwide again on their Olympic activation programme for Beijing 2008. In partnership with Professor LiDeXiang we look forward to delivering Samsung’s positive green messages to spectators and athletes attending both the Olympic Games and the Paralympics. In line with previous OR@S Olympic Pavilions this will be a popular place for fans and athletes to hang out and enjoy the hospitality and events programme brought to them by Samsung for the duration of the games”.

Samsung OR@S opens to athletes and spectators at the Olympic Green on August 8th 2008.