The brief
Tianjin’s goal of becoming a centre for international commerce took a step forward with the Haihe International Consumption Carnival, held in October 2021 at the Tianjin Cultural Centre. The event’s core was JD Wonderworld, an outdoor shopping spectacular presented by one of China’s largest retailers, JD.com, and designed to draw in tens of thousands of visitors from adjacent commercial and residential neighbourhoods.
Pico was appointed to provide a crucial range of professional services for JD Wonderworld, including event planning, design and build, operations management, and photography and filming. The team also delivered the Carnival’s opening ceremony and developed interactive elements and 360-degree selfie and lucky draw apps.
Insight
The Carnival’s long hours of operation maximised the opportunity for shoppers from surrounding areas to visit and explore, while its wide range of fun activities would encourage them to lengthen their stay on site. Customers at JD Wonderland could opt to have their purchases delivered by JD.com.
Solution
Visitors to the Carnival were presented with an endless array of products from China and around the world, as well as rich entertainment options such as games, selfie opportunities and lucky draws.
The main attraction was the outdoor JD Wonderland – a ‘neighbourhood’ of 22 bubble-shaped transparent booths whose architecture, decor and lighting were carefully designed and built to accentuate the appeal of both the event and the products, day and night. As they wandered through, visitors were tempted by a mix of products and services from more than 200 brands.
Adding an international accent to the neighbourhood were ‘national booths’ representing Azerbaijan, Belgium, Finland, Germany, Malaysia and Peru, each presenting a range of exotic products from their country of origin.
The brief
Tianjin’s goal of becoming a centre for international commerce took a step forward with the Haihe International Consumption Carnival, held in October 2021 at the Tianjin Cultural Centre. The event’s core was JD Wonderworld, an outdoor shopping spectacular presented by one of China’s largest retailers, JD.com, and designed to draw in tens of thousands of visitors from adjacent commercial and residential neighbourhoods.
Pico was appointed to provide a crucial range of professional services for JD Wonderworld, including event planning, design and build, operations management, and photography and filming. The team also delivered the Carnival’s opening ceremony and developed interactive elements and 360-degree selfie and lucky draw apps.
Insight
The Carnival’s long hours of operation maximised the opportunity for shoppers from surrounding areas to visit and explore, while its wide range of fun activities would encourage them to lengthen their stay on site. Customers at JD Wonderland could opt to have their purchases delivered by JD.com.
Solution
Visitors to the Carnival were presented with an endless array of products from China and around the world, as well as rich entertainment options such as games, selfie opportunities and lucky draws.
The main attraction was the outdoor JD Wonderland – a ‘neighbourhood’ of 22 bubble-shaped transparent booths whose architecture, decor and lighting were carefully designed and built to accentuate the appeal of both the event and the products, day and night. As they wandered through, visitors were tempted by a mix of products and services from more than 200 brands.
Adding an international accent to the neighbourhood were ‘national booths’ representing Azerbaijan, Belgium, Finland, Germany, Malaysia and Peru, each presenting a range of exotic products from their country of origin.
