Samsung Olympic Pavilion OR@S
LONDON, UNITED KINGDOM
Message bombardment, sponsorship advertising and product pushing has become an all too familiar landscape with the marketing of the 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 Architectural Design and Research Institute of Tsinghua University, Imagination’s approach has created the impressively 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,” continues Crabb.
Imagination prides itself on stepping into the shoes of their audience, and this thinking drove concepts and designs for the OR@S.
“From our previous experience working on other Olympic programmes, we knew it is important to focus on what consumers want to experience at an Olympic event. In keeping with Samsung’s inclusive and social values, we created an environment for both visitors and athletes to hang out together, while respecting the privacy athletes need to focus on their sporting activities. Therefore areas were developed where athletes can enjoy the facility in private, while still look out and be included with visitors to the OR@S” says Crabb.
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 the place for athletes and visitors to hang out, have fun and get into the spirit of the 2008 Beijing Olympics.
Samsung Olympic Pavilion - Athletes Lounge
Athlete's Terrace at the Samsung Olympic Pavilion
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