Introduction: Pico was honored to execute the highly anticipated IONIQ LAB 2024 event for Hyundai Mobility (Thailand). Our comprehensive scope of services encompassed every aspect of the project, from initial design and decoration to seamless operation, captivating shows and performances, meticulous project management, and a successful press conference. To create a dynamic space that would not only raise awareness of the IONIQ Lab but also cultivate a thriving community around the brand. The project's four phases were designed to sequentially build public awareness, deepen concept understanding, foster brand relationships, and cultivate a community of shared interests. Our mission was to bring this vision to life, transforming the IONIQ Lab into a vibrant hub of innovation and sustainability.
Insight: To expand the IONIQ Lab's community and enhance daily visitor participation, we aimed to design experiences that amplified IONIQ's sustainable mobility message, "IONIQ: In Charge of Shaping the Future of Mobility," and fostered a shared sense of purpose, ultimately converting new visitors into dedicated regulars.
Solutions: To effectively promote IONIQ's sustainable mobility vision and cultivate a thriving community, we executed a multifaceted strategy built on the concepts of 'IONIQ Amplify' and 'IONIQ x Fashion.' This approach centered on creating engaging and interactive experiences that highlighted IONIQ's dedication to affordability, sustainability, and style, seamlessly integrating these values into a tangible lifestyle.
We facilitated this through a series of key activities, including groundbreaking artistic collaborations. Notably, we partnered with artist JWON to create a unique IONIQ 5 Art Car, showcasing the fusion of electric vehicle innovation and creative expression. This collaboration extended to an exclusive workshop, "IONIQ Powering Arts x JWON," allowing participants to personally experience this blend. Additionally, we launched "IONIQ Waste to Wonder" in partnership with WISHULADA and the Thailand Environment Institute, addressing waste management through art installations and workshops focused on recycled materials. We also provided platforms for student innovation through animation competitions and exhibitions. This holistic approach aimed to foster a vibrant community by creating relevant and engaging experiences that resonated with IONIQ's core values.
Result: The IONIQ Lab 2024 event was a resounding success and exceptional participant engagement. Activities like the collaborative bag-making workshop and the student animation competition, which drew over 50 teams participating, were met with great enthusiasm. The client was particularly impressed with the quality and impact of these activities, so much so that selected student animation works were featured at the Motor Expo 2024, providing significant exposure and reinforcing IONIQ's commitment to fostering creativity and innovation. The event's success, highlighted by fully occupied activity areas and eager participant involvemen.
