APPLAUSE T H E

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MCI (P) 158/11/2012

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BRANDS EXPANDIN GREATER CHINA

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REGIONALAVIATION SOARS

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RE-VISIONINGA GARDEN CITYGardens by the Bay, Singapore

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Calvin Klein Collection

RE-VISIONINGA GARDEN CITY

Gardens by the Bay, Singapore

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UP CLOSE WITH BEN37

KINGSMEN ORIGINALS

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THE CHANGING FACEOF LUXURY RETAIL

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ALL THE WORLD’S A STAGE30

ARTS ALIVE!20-21

BUILD LESSTO SAVE MORE

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EMBRACINGECOLOGY AT EXPO 2012

Yeosu, South Korea

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Infographic

GROWINGATTRACTIONS INTHE MIDST OF A

GLOBAL RECESSION

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KINGMEN’S GLOBALFIXTURE EXPORTS

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REGIONALAVIATION SOARS

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MULTI-BRANDENVIRONMENTSIN SOUTH KOREA

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MEGA SPORTINGEVENTS COMEOF AGE IN ASIA

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GLOBAL MICEINDUSTRY

FORECAST 2013

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BRANDS INTRANSIT

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CONTENTS

Welcome to the inaugural issue of Applause... an annual publication that celebrates creativity, new ideas and the many different ways to bring brands to life. Applause recognizes key players, brands and partners in exhibitions & events, retail & corporate interiors, thematic attractions & museums, as well as alternative marketing.

Within these pages are features on high profile brands, trends and industry developments across the region. Some highlights include a global MICE industry forecast for 2013, features on luxury retail in Asia and regional aviation, as well as exclusive features on BMW Asia, Gardens by the Bay and The Hour Glass.

Since data is always a big part of everything, we have added them in too, through infographics showcasing Asia’s thematic industry and our worldwide fixture exports.

We had fun creating Applause and hope that you will enjoy reading it just as much.

3 Changi South Lane Kingsmen Creative Centre Singapore 486118

(65) 688 000 88

info@kingsmen-int.com www.kingsmen-int.com

Applause: the Kingsmen Experience is published by Kingsmen Creatives Ltd (Registration No: 200210790Z). Copyright of the materials contained in this magazine belongs to Kingsmen Creatives Ltd. Nothing in here shall be reproduced in whole or in part in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without prior written consent of Kingsmen Creatives Ltd. Views expressed in this magazine are not necessarily those of Kingsmen Creatives Ltd and no liabilities shall be attached thereto. All rights reserved. Editorial enquiries should be directed to email: info@kingsmen-int.com. While every reasonable care will be taken by the editorial team, no responsibility is assumed for the return of unsolicited material. All information correct at time of printing. MCI (P) 158/11/2012. Printed in Singapore.

Cover Photography Red Dog Studio

Location Calvin Klein Collection, Forum 66, Shenyang, China

KINGSMEN CREATIVES LTDPublisher

LOOKING THROUGHTHE HOUR GLASS

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POWERING THEBMW BRAND

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RE-VISIONINGA GARDENCITY

NParks and London-based design consultancy, Land Design Studio, worked closely with us to create an immersive environment for scenic works within the two conservatories using interpretive media to engage visitors on current environmental issues and botany. From vibrant changing floral displays to multi-sensory interactive media at Black Box exhibit’s +5 Degrees, NParks’ vision of Sustainability for a City in a Garden was brought to life in the hopes of encouraging active involvement in sustaining the world around us. Dr. Kiat W. Tan, CEO of Gardens by the Bay, describes the mega attraction as “a place in which families, friends and communities can take time out, relax and create new and lasting memories.”

Inside the cool cavernous environment of Cloud Forest’s 35-metre-tall Crystal Mountain in Bay South, witness real stalactites and stalagmites in a meticulously-crafted themed setting. “The Cloud Forest gives us the opportunity to learn more about the self-sustaining features of nature”, says tourist Steve Newman. Powered by eco-friendly technology, the cooled conservatories are stepping stones towards a green and sustainable Singapore. As Prime Minister Lee Hsien Loong says, “the next phase from being a ‘Garden City’ is to make ourselves into a ‘City in a Garden’…it means connecting our communities and our places and spaces through parks, gardens, streetscapes and sky-rise greenery.”

Accompanying this transition to a “City in a Garden”, we joined Singapore’s inaugural Festival of Biodiversity as the Festival Sponsor. Jointly-organised by NParks and the Biodiversity Roundtable at the Botanic Gardens, the festival celebrated the International Day of Biological Diversity and Rio+20 Conference in May 2012. Communities from different sectors came together at the festival to share their efforts in conserving and enhancing biodiversity. Kingsmen will be the festival sponsor of the 2013 Festival of Biodiversity once again, and a partner in the commemoration of 50 Years Of Greening Singapore.

LEE HSIEN LOONGPRIME MINISTER OF SINGAPORE

GARDENS BY THE BAYSINGAPORE

“The next phase from being a ‘Garden City’ is to make ourselves into a ‘City in a Garden’… it means connecting our communities and our places and spaces through parks, gardens, streetscapes and sky-rise greenery.”

In the midst of an urban concrete jungle is 101 hectares of prime land set aside for Singapore’s very own equivalent of London’s Hyde Park or New York’s Central Park.

For a city-state known as a ‘garden city’ complete with sky parks, tree-lined roads and lush tropical foliage; Gardens by the Bay assumes its place as Singapore’s crown jewel, adding to its breathtaking skyline and is the first of its kind in Asia. Helmed by the National Parks Board (NParks), the mammoth project encompasses three gardens – Bay South (designed by Grant Associates, UK), Bay East (designed by Gustafson Porter, UK), and Bay Central which will be developed at a later stage.

The Bay South garden alone took more than five years of careful planning and construction, featuring key attractions like the Flower Dome and Cloud Forest cooled conservatories; Supertree Grove; a 128-metre-long aerial walkway 22 metres above ground; Heritage Gardens and World of Plants, and the Dragonfly Lake. Visitor numbers have surpassed one million within two months of its opening on 29 June 2012, and looks set to break new ground once Bay East and Bay Central are completed.

Once in a while, a mega attraction momentarily captures the public’s imagination and interest. However, few attractions envision the creation of sustainable communities.

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1. Cloud Forest2. Interactive Media at Flower Dome3. +5 degrees at Black Box

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LOOKING THROUGH THE HOUR GLASS

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The Hour Glass Limited shares with us the company’s brand evolution through the years, from its roots in Singapore to its strategic venture into three successful concept boutiques which

celebrate craftsmanship, heritage and authenticity.

The Hour Glass is one of Asia’s leading specialist luxury watch retailers, a home-grown brand from Singapore. Established in 1979, The Hour Glass is a geographically-diverse, multi-brand specialist luxury watch retailer, representing a stable of over 50 brands across 27 boutiques in ten cities throughout Asia Pacific. We have always prided ourselves in being one of the world’s leading cultural retail enterprises, having pioneered the development and promotion of contemporary horological culture, playing a significant role in raising horology awareness and appreciation in the region. The Hour Glass will continue to uphold this vision in the years to come.

The Hour Glass is always looking to provide enchanting, stimulating and differentiated retail experiences at our stores.

Malmaison by The Hour Glass opened its doors in 2011 – celebrating the original concept of luxury where authentic objects of true exclusivity and longevity are created from the hands of true passion and artisanship. In addition to fine timepieces of haute horology, The Hour Glass, presented for the first time, a wide spectrum of refined objects d’art, jewellery and bespoke services including gentlemanly attire, parfums, and exclusive collectible literature.

With Malmaison, it is about decrying the notion of homogeneity where every major brand’s flagship boutiques bear a near-identical look worldwide. Malmaison is a departure from this typical model of luxury boutiques – it introduces a bold retail concept formed against the backdrop of the Napoleonic period and a differentiated merchandising philosophy. All products are carefully curated, through extensive research and personal visits to ateliers – for their authenticity and artistry.

The Hour Glass and Kingsmen have forged a strong partnership for over 20 years since the 1980s, in many projects that span not only locally but also regionally in Malaysia, Thailand and Jakarta.

Given the large and professional pool of people in Kingsmen, they have together with The Hour Glass, constructed our boutiques in the same manner that they are known for all these years: non-compromising in quality and accuracy to details and timeline.

WHAT IS THE HOUR GLASS’ BRAND VISION FOR THE NEXT FEW YEARS?

TELL US MORE ABOUT THE LATEST HAPPENINGS OR WHAT’S IN STORE FOR THE HOUR GLASS IN THE NEXT FEW YEARS. IS THERE A PARTICULAR EVENT, STORE OR LAUNCH THAT YOU WOULD LIKE TO HIGHLIGHT?

THE HOUR GLASS HAS WORKED CLOSELY WITH KINGSMEN FOR A NUMBER OF PROJECTS TO DATE. WHY KINGSMEN AND HOW WOULD YOU DESCRIBE THE EXPERIENCE OF WORKING TOGETHER?

“Come 2012, I wanted to create something different from the other two concept boutiques – L’Atelier and Malmaison. Each boutique should bear its own identity, so this is where More Passion comes in, as the concept is largely influenced by the Nouvelle Vague movement from the 1970s to 1980s. More Passion celebrates the rediscovery of traditional craft and the culture of contemporary artisanship, and this particular era is evinced in the details of sleek interior architecture and furnishings”, says Michael Tay, Executive Director of The Hour Glass.

These two recent concept boutiques cement our long-standing vision to be the world’s leading cultural retail enterprise.

Furthermore, the most recent awards which catapulted Malmaison to the honours list of both the Singapore Retailers Association and Singapore Tourism Board where it garnered the “Best Retail Concept of the Year” award in 2011 and “Best Shopping Experience” award in 2012 respectively, bear testament to its success. These are truly gratifying.

1. Malmaison by The Hour Glass at Knightsbridge, Singapore2. L’Atelier by The Hour Glass at ION Orchard, Singapore3. More Passion by The Hour Glass at Paragon, Singapore4. Hublot at Starhill Gallery, Malaysia

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BMW drive specialists and trainers on site. Numerous touch points such as well-positioned wayfinding, event ambassadors, briefing and refreshment stations, merchandise corners and product displays were created and employed to engage invited guests throughout the drive experience. 250 guests had the experience of a lifetime at an event which saw the sale of more than 10 BMW M cars.

BMW Asia wrapped up a successful year of events with the Standard Chartered Marathon Singapore on 2 December 2012. In a strong show of support for the highly anticipated marathon, BMW organized fortnightly run clinics which started in August and lasted till race day; forming a community of like-minded running enthusiasts. At the event, the BMW brand was highly visible with an activation campaign that comprised a BMW pacer programme, car displays, resting tents, and five cheering points along the marathon route. Armed with encouraging message boards and clappers, 160 volunteers cheered as runners ran by Sentosa’s Siloso Beach, Gardens by the Bay (East), Benjamin Sheares Bridge, and the Formula 1 race track and Pit Building. It was a truly memorable experience for all runners and volunteers. We all look forward to what BMW Asia has lined up in 2013!

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When a globally recognised brand like BMW seeks to further enhance its image, one wonders what else can be done. This very challenge was handed to the team at Kingsmen. As the official event partner of BMW for 2012, our team was given the task of taking BMW’s events to the next level.

Brand activation is all about promoting a unique brand experience to target audiences, engaging them and creating lasting impressions. BMW always has something exciting in store for their clients.

BMW Asia kicked off 2012 with the long-awaited M5 launch held at the Esplanade in Singapore. From venue sourcing, event conceptualisation and management, build-up, to pre and post-event publicity, Kingsmen’s alternative marketing team left no stone unturned. The exclusive by invitation-only launch took place in a custom design marquee at the open car park on Esplanade Drive. For three consecutive nights, guests mingled with BMW’s engineers and specialists from Germany who shared their wealth of knowledge about BMW and the unique features of the car.

Only a well-thought plan, keen attention to detail and the elusive ‘X’ factor can create a memorable experience. BMW lives by this winning combination. As part of the M brand’s 40th anniversary, and to launch the entire M series, BMW specially organised the BMW M Power Drive Experience to give rare opportunities of test driving the BMW M cars at the Changi Exhibition Centre with

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1. BMW M Power Drive Experience, Changi Exhibition Centre, Singapore2. BMW Standard Chartered Marathon Singapore 20123. BMW M5 Launch, Esplanade, Singapore

LITO GERMANMARKETING DIRECTORBMW ASIA

“BMW Asia has brought our clients unforgettable experiences by showcasing the brand’s strengths in novel ways through events like the BMW M Power Drive Experience, Standard Chartered Marathon and BMW 6 Series Gran Coupé launch. It was a great pleasure working with Kingsmen to realize these exciting events which garnered rave reviews from our guests.”

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GLOBALMICEINDUSTRYFORECAST

Our Panel —

2013

There is a consistent belief that the industry will grow steadily in 2013. Particularly in Asia, with China projected to see the most growth in activity as Europe and America recovers. Corporate marketers will also look to emerging markets for growth and participate in diverse global exhibition programs across the world.

“There will be more geo-cloning of established brands and events. We envisage a continued emergence of new entrants and new formats from 2012.” — DAVID FREEMAN

“Asia will be the region with the most activity, especially China. There is an explosion of new meeting venues (both convention centers and hotels) in Asia.” — ROBIN LOKERMAN

WHAT TRENDS ARE WE GOING TO SEE FOR THE GLOBAL MICE INDUSTRY IN 2013?

The use and importance of technology is going to become a key feature of the industry. There is a growing focus on integrating social media within the industry, and the mining of digital audiences for marketing and tracking purposes.

“We certainly do not see time frames increasing and we only see an acceleration of the interest in digital content.” — JUSTIN HERSH

“I personally find it hard to imagine any reversal in the major trends of increasing globalization, increasing sophistication of lead retrieval devices and the growth of social media. I believe those are here to stay and will play out in increasingly sophisticated ways as marketers become more adept at using them and as we get more feedback on the tools.” — JASON POPP

WHAT ARE SOME OF THE CHANGES IN THE INDUSTRY THAT ARE HERE TO STAY FOR 2013?

Governments in Asia play a more central role compared to the rest of the world. Asian countries are investing in education-related exhibitions and training events with its rising middle class and growing demand for academia-related training. In the past, Asian countries used to follow the trends set by the rest of the world. Today, Asia is beginning to take precedence in setting their own trends particularly in the area of leadership in new media and innovation with digital engagement.

“Asian countries are investing a lot of money in education, and with the rising middle class in the region, there is an increased level of academia and thought leadership channelling this growth.” — ROBIN LOKERMAN

“We feel the role of government in Asia is more pronounced than other regions. Long-term investment by the Asian government is creating an innovative landscape that other countries are starting to notice.” — DAVID GAUTHREAUX

HOW DIFFERENT IS THE MICE INDUSTRY IN NORTH AMERICA/SOUTH AMERICA/EUROPE VS. ASIA?

Despite a tough outlook for the MICE industry in Europe, there is growing optimism that there will be further consolidation and inter-continental partnerships within the industry. Greater stability is expected worldwide, as the industry recovers from a particularly tough 2012. Asia is expected to feature strongly and is projected to be the most bullish of the continents, as conferences and industry meetings normally held in North America and Europe accelerate their shift to Asia.

“With the growing middle class in the region, more and more people are looking to expanding their knowledge and creating valuable networks, which are ideally done through meetings and events. So we can expect significant growth in the MICE industry in Asia in the coming years.” — ROBIN LOKERMAN

“Exhibitors are like investors – they look for stability and once they perceive there to be some stability they are more likely to put their money in.” — JASON POPP

WHICH AREAS OF THE MICE INDUSTRY WILL SEE THE GREATEST GROWTH POTENTIAL IN 2013/2014?

“The time frames clients work in continue to shorten and planning has changed from yearly to quarterly to monthly. We see a greater use of digital and interactive media in exhibitions.” — JUSTIN HERSH

2013 will see an increase in the transfer of budgets from advertising to exhibitions. This sentiment is based on the assumption that face-to-face interaction at exhibitions allows brands closer access to their target audience. Social media and technology will continue to play an important part not only in promoting events, but also as a tool to track success and Return On Investment (ROI) for exhibitors. These new digital avenues also open up new pathways for brands to interact with their audience after an exhibition ends.

“We have noticed an increasing need to demonstrate Return On Investment. With the vast amount of different marketing tools and channels out there at everyone’s disposal, we are seeing the clear emergence of ‘Cross Media Marketing’ campaigns.” — DAVID FREEMAN

WHAT ARE SOME OF THE EXPECTED CHANGES IN EXHIBITORS’ BUYING PATTERNS AND THE MARKETING INITIATIVES EMPLOYED BY ORGANIZERS FOR 2013?

Pragmatic optimism has come to define 2012 — a year where the threats to the MICE industry from the EURO crisis as well as the U.S Elections resulted in modest growth in the industry despite a resurgence in the Asian markets. Applause looks to a panel of experts to give their predictions on what we might see in 2013.

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Robin LokeRman

Robin Lokerman is CEO - Institutional Division of the MCI Group. MCI is a global consulting, live communication, congress and event management company. With offices in 47 cities and 23 countries across Europe, the Middle East, Asia-Pacific, North and South America, MCI is a leader in building community around brands.

Justin HeRsH

Justin Hersh is the CEO and founding partner of Group Delphi. He is committed to assembling a team that shares his passion for service and creative solutions. Having studied theatre design and technical production at the University of California, Santa Cruz, his ‘show must go on’ spirit permeates Group Delphi’s culture.

Jason PoPP

Jason Popp is the Executive VP (International) of GES, a one-stop provider of exhibition and event services. Las Vegas-based Global Experience Specialists, Inc. (GES), a Viad Corp (NYSE:VVI) company, is a leading provider of exhibition, event and entertainment experiences.

DaviD GautHReaux

David Gauthreaux is the Senior VP, Corporate Events /Global for the Freeman Company. The company provides full-service resources for exhibitions, conventions, corporate events and exhibit programs from 43 locations across North America.

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DaviD FReeman

David Freeman is the Managing Director of Mayridge, a company that delivers innovative live event solutions incorporating complete campaign management for pre-show, at-show and post-show engagement, interaction and measurement.

The growth of technology being employed in this industry has opened up new avenues for the introduction of digital engagement to trade shows and exhibitions in Europe, America and Asia. Besides social media and mobile apps, the trend of content capture and distribution has become more popular, especially in Asia.

“Using social media is becoming a standard and not an exception; customized apps for events and enhancing the event via virtual events. Furthermore, there’s no doubt that the role of digital in both pre and post show applications is increasing along with increased use of gamification and leader boards.” — DAVID GAUTHREAUX

WHICH AREAS OF THE INDUSTRY HAVE GROWN IN TERMS OF INNOVATION?

“Data registration and lead retrieval are all areas that have become incredibly innovative globally. Clearly understanding attendee behavior will be a driver of innovation.” — JASON POPP

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BRANDSIN TRANSIT

The growing success of travel retail in 2012 is largely attributed to the record number of global travellers the year before. According to the World Tourism Organization (UNWTO) – the United Nations’ specialised agency for sustainable tourism – 1 billion tourists travelled internationally in 2012.

The spike in tourism over the last few years reflect increasing frequency of travel largely due to low-cost carriers, as well as China’s open door policy, which has motivated its 1.3 billion population to travel within and out of China. The expectation is that in time to come, India, another highly populated country will enter the fray, prompting further optimism that air travel and travel retail will continue to grow in 2013 and beyond.

Promising signs have also emerged in Southeast Asia to indicate that the trend in air travel will continue to rise as first-time travellers who have tasted travelling begin to travel a lot more.

This increase in air travel has led to more infrastructure improvements, with new airport terminals like Kuala Lumpur International Airport II constructed with larger retail areas leading to an influx of global brands seeking new channels to reach out to customers. Hence, the trend of mid to high-end brands opening retail stores in airport terminals will continue to grow. “Most major airports, as they have developed their infrastructure, have also improved their shopping space and shopping environment,” according to CC Lee. Adding to this is the increased time spent in airports due to tighter security restrictions after 9/11. An example of how improved infrastructure benefitted brands was the case of brands like Hugo Boss, who with the aid of Kingsmen, created a store in Xi’an Xianyang International Airport in China. In 2012, Kingsmen was also engaged by long-standing client, Tiffany & Co to work on a store at Changi International Airport Terminal 2.

Greater use of the internet has likewise given travel retail a newfound desirability. The search process is expanded, as travellers have access to a wide range of merchandise from different airports, giving them more reason to visit their

CHARN CHENG (CC) LEEGENERAL MANAGER – HONG KONG & TAIWANLS TRAVEL RETAIL ASIA PACIFIC

“There has been a huge increase of travellers from Indonesia, China, and India; a lot of Asian travellers are now beginning to take to the trend of travelling.”

SHARAN VALIRAMEXECUTIVE DIRECTORVALIRAM GROUP

“Travel retail flourished because there is now a worldwide increase in travel, which is boosted by an increase in the number of low-cost carriers”

1. Tiffany & Co., Changi Airport Terminal 22. Hugo Boss, Xi’an Xianyang International Airport3. Luxury Fashion Galleria, Resorts World Sentosa

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The transition of travel retail from a souvenir-selling retail experience in the 60s-80s to one that now includes standalone stores demonstrates the increasing importance brands placed on travel retail. In addition, the concept of travel retail has evolved over the years, moving beyond airports. New concepts spawned with the discerning tourist in mind have seen travel retail stores opening within popular shopping districts. Kingsmen had the honour of designing and fitting out the themed Duty Free Shopping (DFS) Galleria at Scottswalk. The downtown stores offer a wide selection of luxury brands with the same benefits of enticing discounts and tax-free rebates. In 2009, The Valiram Group commissioned Kingsmen to design and fit out the Luxury Fashion Galleria at Resorts World Sentosa, a luxury retail esplanade with brands like Coach, Ralph Lauren and the Swiss Watch Gallery. This iconic must-see destination offers travellers more opportunities to shop in duty-free stores beyond airports; catering to both a tourist’s need to shop and sightsee in one fell swoop.

The Tax Free World Association (TFWA) Asia Pacific, a leading regional exhibition promoting and showcasing the world of travel retail, sees the potential of this market and aims to expand the growth of travel retail in the region. Every year, Kingsmen works closely with TFWA to design and build special-design stands for long-term clients like Camus, Eurocomosmesi, Mars, Pal Zileri and Ferragamo Parfums. As travel retail takes off, so will the need to rethink strategies to better engage travellers with new experiences based on informed insights.

This change in trend has prompted travel retailers to align their commitment and investment in store design, ensuring that they take on the same significance as their downtown stores.

“Brands see travel retail as another major arm for their brands to be noticed by travellers and generate high sales volume.” - CC Lee

The shopping experience for travel retail is beginning to emulate that of downtown stores - where the whole experience has to be an emotional one, connecting, engaging and inspiring all. CEO of Bootstrap Pte Ltd, a boutique consultancy firm which specializes in customised solutions in the areas of Strategic Planning, Leadership & Retail, Dr Lynda Wee remarks, “retail stores are displaying less, but they are letting the less speak more”. This affects the assortment of products on offer and creates a push factor for customers to purchase from retail stores within the airports. In addition, the strategy of only carrying a fixed list of merchandise made available at certain airports and not others, gives travellers the incentive to purchase because they can’t get it elsewhere.

Another interesting observation is the dwindling of multi-brand stores, as brands move toward operating standalone ones. These standalone stores are able to better communicate and showcase the versatility of their brands, creating environments that seek to inspire, rather than simply being a point of transaction. With increased space, brands not only think about the message, but also how to amplify their products’ desirability. To do so, as Dr Lynda Wee suggests is “to have clarity of mind and to know who your customers are.”

favorite brands and products. Travellers are now more knowledgeable, and look forward to shopping in airports because they are able to track and search for their favorite brands and items online prior to departure.

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4.8 %GROWTH

GLOBAL ATTRACTIONS

2.9 %GROWTH

GLOBAL THEME PARKS

GREATESTJUMP AFTERREDEVELOPMENT

KEY ATTRIBUTESOF ASIAN MARKET

DEVELOPMENT OFATTRACTIONSINDUSTRY IN ASIA

OCEAN PARKHONG KONG

29% 13%

DISNEYLANDHONG KONG

37%

LOTTE WORLDSEOUL, S. KOREA

30%

NAGASHIMASPA LANDKUWANA, JAPAN

52%

DINOSAURPARKCHANGZHOU, CHINA

1 3OF GLOBAL THEME PARKATTENDANCE IS IN ASIA

UPTREND IN LAUNCHING PREMIERE ATTRACTIONS IN ASIATransformers: The Ride-3D premiered at Universal Studios Singapore in 2011.

• Theme and show over thrill• Integrated developments• Growing market for high end shows• Jump in night shows and multimedia spectaculars• Large-scale aquarium or marine parks• Ascendancy of cultural show park with live shows• Visitor mix has a higher element of tourism than U.S. theme parks because not every city has one

• Setting up of International Association of Amusement Parks and Attractions (IAAPA) headquarters in Hong Kong• Commencement of Asian Attractions Expo in 2008 in Macau• Expansion of Themed Entertainment Association (TEA) into Asia• Global Industry Analysts Inc. forecasts Asia-Pacific amusement park growth to exceed a yearly rate of 6% over the coming years

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ASIA’S TOP 20 PARKS

105,100,000ASIA’S TOP 20 PARKS ATTENDANCE

GROWINGATTRACTIONS

ASIA THEMED FORCONTINUED GROWTHThe thematic attractions industry is seeing continued growth and expansion in Asia in spite of the slow-paced global economy. Significant expansions include more than five new attractions in Hong Kong Disneyland, new additions to Chimelong Paradise, over a dozen new attractions in Ocean Park, and a new indoor children’s interactive area in Lotte World. These are just four of the Top 20 theme parks in Asia whom are investing in redevelopment works to capture the imagination of visitors with integrated developments consisting of F&B, retail and themed shows. Moving in tandem, Kingsmen is actively supporting the development works of popular theme parks in cities like Abu Dhabi, Guangzhou, Hong Kong, Kuala Lumpur, Seoul, Singapore and Zhuhai.

The industry outlook remains upbeat as Global Industry Analysts Inc. predicts that the global theme parks market will hit US$29.5 billion by 2015, and generate revenue of nearly US$32 billion by 2017. Chris Yoshii, Global Director of Asia Economics, notes “owners of the parks have plenty of opportunities with a growing market fed by a growing middle-income sector, to make incremental investments in their own product and generate strong financial returns.” Considering the success of Asian Attractions Expo 2012, which saw a record-breaking trade show floor and strong buyer turnout in Hong Kong, Asian Attractions Expo 2013 is poised to welcome over 4,500 attractions industry professionals at the Sands Expo and Convention Center in Marina Bay Sands, Singapore from June 4-7.

IN THE MIDST OF A GLOBAL RECESSION

Robinett, J., Sands, B., Yoshii, C., & Camp, D. (2012). Theme Index: Global Attractions Attendance Report. (G. Jeffers & J. Rubin, Eds.) (pp. 1-52). Themed Entertainment Association (TEA) and the Economics practice at AECOM.

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Retailers are also experiencing a gradual maturation of the luxury market in China. Consumers tastes are becoming increasingly varied with a growing band of affluent individuals cultivating an affinity for luxury brands with “a long history, high prices and a low-key manner”, Rupert Hoogewerf, Chairman and Chief researcher of Hurun Research Institute states.

China’s growing economic power and burgeoning demand for luxury brands has lured a host of elite brands to open multiple retail stores in some of China’s prominent cities. British brand Jimmy Choo recently announced that 50 stores will be opened by 2016, while others like Tiffany & Co. have also stated their intention to further expand beyond their current 42 stores. Christian Louboutin, the ultra-lux shoe brand, opened its very first boutique in Shanghai two years ago and has since opened two duplex boutiques in Beijing and Hong Kong in 2012 alone.

China analyst Paul French, who works at market research firm Mintel Group Ltd, agrees that “the market is fragmenting”.

“Brands like Burberry and Louis Vuitton are having to fight much harder for a share of the market. The idea that you just show up, show a luxury brand and make a sale is in the past.” This points to how luxury brands are now shaping their retail strategies based on factors other than brand prestige, delving into the entire experience, from interior design and fit-out to the shopping experience for customers. Brands like Banana Republic, Chevignon, Paul Smith, Ted Baker and Vera Wang which make up a list of new brand entrants making forays into the Chinese market will have to compete much harder especially in the already saturated luxury goods marketplaces of first-tier cities.

Compared to first-tier cities, second and third-tier ones have broader potential for growth as 80% of China’s population and over 70% of the wealthy reside in them. Under such circumstances, niche brands, emerging brands and mid-tier brands may have greater appeal to the shoppers in these cities. Educated and expressive in the way they present themselves, this new breed of shoppers seeks to create their own style. Therefore, brands have to be attuned to the needs of this new audience by building on store design and the retail experience to compete more effectively and build a stronger brand presence.

German high-end fashion label Hugo Boss AG is targeting China as one of its biggest markets as it plans to open about 60 new stores in China within the next two years, adding to its current 86 stores. This vote of confidence is underlined by sentiments such as that shared by Hugo Boss Chief Executive, Claus-Dietrich Lahrs:

Nanjing Road, Shanghai

ALEX WEEMANAGING DIRECTORKINGSMEN PROJECTS PTE LTD

“We are delighted to be able to support international brands in their expansion strategies by providing them with quality and convenience through our integrated retail solutions. Our retail design, fit-out, roll-out and fixture manufacturing solutions enable clients to have a single point of contact with assured quality.”

BALLYBURBERRYCALVIN KLEIN COLLECTIONCANALICHRISTIAN LOUBOUTIN COACHFENDIFREY WILLEGUCCIHERMÈSHUGO BOSSLONGCHAMPLOUIS VUITTONMICHAEL KORSMULBERRYPATEK PHILIPPERALPH LAURENSALVATORE FERRAGAMO TAG HEUERTIFFANY & CO.VAN CLEEF & ARPELSVERSACE

Expanding Brands

ALLEN EDMONDSBANANA REPUBLICBJÖRN BORGCHEVIGNONDE BEERSGROC MIRÓHOLLISTERJIMMY CHOOKAREN MILLENLAURA ASHLEYPAUL SMITHTED BAKERTORY BURCHVERA WANG

New Brand Entrants

Photo: Red Dog Studio

Fendi likewise opened its Shenzhen store in MIXC Mall as well as another at The Landmark in Hong Kong that same year. The proliferation of these branded boutiques have made it essential for brands to work with reliable local partners to ensure that the design and interior of their stores retain their brand prestige, while remaining cost-effective. Brands like Burberry, Calvin Klein Collection, Fendi, Gucci, and Tiffany & Co. continue to work with Kingsmen to strategize fresh ways of engaging customers, while adhering to individual brand guidelines as they open new stores not only in tier one and two cities, but in tier three and four cities as well.

“Some brands will face the wake-up call that Chinese growth is not neverending, but we have operated in some of the toughest markets and have grown before.”

The competition between brands to engage their audiences with not just a logo and name, but attractive stores assembled with high quality, ensures that partnerships with interior fit-out specialists and designers remain an integral part of maintaining or establishing brand presence in China. Competition previously meant better quality, increased efficiency and greater service for mature regions in America and Europe. The same could be said for the coming years as brands expand in China, and what truly sets them apart would be the experience each brand creates for its customers.

1. Calvin Klein Collection, Shenyang2. Fendi, Hong Kong3. Hugo Boss, Xi’an

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Across the seas in South-East Asia, the FIA Formula One World Championship added another Asian country, Singapore, to its 2008 season racing calendar, signalling the addition of another mega sporting event in Asia. This milestone for Singapore has resulted in approximately US$164 million yearly in F1 tourist and tourism-related receipts associated with the 3-day event over the last 5 years. Besides their contribution towards the country’s GDP, events like the F1 have also helped shape Singapore as the nation not only to work in but also to play in.

Other indications of Asia’s rise as key international sporting event hosts was the introduction of the inaugural Youth Olympic Games in Singapore, as well as the first Asian leg of the Volvo Ocean Race in 2009. Since then, rapid infrastructure improvements in sporting venues have been underway in Singapore. One of these includes the building of the Singapore Sports Hub which will house the new National Stadium and its exclusive National Stadium Club. To help others envision the experience of the new National Stadium Club, Kingsmen created an Experience Centre showroom for the Executive suites at the National Stadium. Within three months of its launch, about two-thirds of the 61 available suites have been sold. Such keen interest from the private sector indicates rising appreciation and awareness of the sporting event industry in Singapore and across the region.

The date 080808 will forever be etched in the minds of the Chinese as it marked the opening of the Beijing Olympic Games, a first for China and the third summer Olympics to be held in an Asian country.

The investment in sporting infrastructure is not restricted to Singapore alone. The SEA Games of 2011 in Palembang, Indonesia, as well as the Indonesian Soccer Championship led to an increase in government spending on sports venues and infrastructure due to growing public interest in sporting events. Sports stadiums and hotels for athletes constructed for the Palembang Games have been well-utilised following the games, and now provide an additional destination for future sporting events to be staged.

At the Beijing Olympics, 31 sports venues were newly-constructed or re-modelled. Public transport within the host city Beijing also underwent major re-fitting and improvements were made to promote greater efficiency and way-finding for tourists. Buildings underwent facelifts and ushered in a new modernity for the city, and the Olympics became a catalyst for growth and modernization for Beijing. The upcoming 2014 Nanjing Youth Olympic Games and completed events like the 2012 Shanghai Rolex Masters Tennis Tournament, the 2012 NBA China Games and Cup of China ISU Grand Prix of Figure Skating in 2012 are just some examples of the growing interest in Asia as a destination for sporting events.

In Asia, this new awareness and interest in sports and sporting events has given rise to increased government support, especially in sporting infrastructure development. This bodes well for the region as an important stop and venue for mega sporting events, and the development of sports within Asian countries.

The Beijing Olympic Games opened the world’s eyes to the creative talents of China’s artistic and theatrical performers, and the indomitable spirit of Asian sportsmen that captured the hearts of a worldwide audience. Beijing has shown the world that sports, like music and the arts, are spectacles that have the potential to move people. The sporting event highlighted the pinnacle of physical achievement, a celebration of the combination of sheer discipline and raw talent. Beijing’s Olympic Games was a great success.

Formula 1 Singapore Grand Prix Singapore Youth Olympic Games

Sochi Park, London Olympics

National Stadium ClubExperience Centre,

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Commonwealth Games New Delhi

GE Imagination Centre,Beijing Olympic Games

Volvo Ocean RaceMalaysia Cup 2012

MEGA SPORTING EVENTS COME OF AGE IN ASIA

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Creating the greatest perceived value was a hallmark of the 80s. It was the period with the largest range of choices for a very limited spectrum of product uses. However, there was limited variety in terms of true product uses. For example, juicers were available in different sizes and styles, but cold-press juicers or functions that were greatly differentiated were rarely available. This was why value was so crucial to the success of a department store.

In the suburbs, retail stores functioned as a place for communities to gather. It became a way of life. Competition was low and malls were built far apart from each other. Today, this has all changed.

What used to work for department stores no longer holds sway. It is not enough for retailers to just have what customers want anymore. Instead, customers now seek to reduce their search time for a jacket or pair of jeans by a particular designer or label. It has therefore become increasingly important for department stores to be able to cater to such expectations where the shopping experience is alleviated by better organization and curating to the customer’s needs, thus building the customer’s loyalty.

In retail, loyalty is intricately linked to meaning.

Brands that can create the best meaning are able to retain the loyalty of their customers. In the same way, department stores had to evolve. They started by delineating spaces where brands of the same standing could share a space, yet maintain their individual brand identities in multi-brand environments. This way, malls became known to cater to a particular demographic, rather than to everyone.

Traditional utilitarian store layouts, focused on retail sections and function, were what greeted customers whenever one walked into a department store. This concept worked primarily because department stores were good at creating value with vouchers, storewide discounts and attractions like lucky draws. This led to the perception of value being the main attraction at department stores.

MULTI-BRAND ENVIRONMENTS IN SOUTH KOREA

Over in Korea, major department stores like AK Plaza, Galleria, Hyundai, Lotte and Shinsegae concentrate on bringing in a good mix of mid to high-end brands, to attract shoppers from a wide demographic. This changes the perception of the store from one of value, to one offering great variety and as a one-stop shop. The vast difference or sleight of hand has been the department stores’ ability to still be perceived as a one-stop shop with variety, but also with increased meaning.

Department stores in Korea are curating an experience that renews its currency among the shoppers of today. Aside from housing top international luxury brands, as well as niche and upcoming designer brands, Shinsegae has incorporated a cultural space that promotes a new lifestyle – combining shopping and the arts with its Trinity Garden and an art gallery. This strategy works on the premise that art, nature and luxury go hand in hand.

Lotte Department Store, the largest department store in Korea, offers high-end shopping to Koreans. Situated in the busy shopping district of Myeongdong, the store sees more than 1.5 million shoppers a day. The shopping mall is directly connected to Lotte Hotel Seoul and Lotte Young Plaza, creating a real estate haven for shoppers from Korea and abroad.

Department stores and malls no longer operate with a single retail principle, but with an overall mindset of building interdependent symbiotic communities. With the growing interest in multi-brand environments and the building of customer loyalty through the creation of spaces with greater meaning, the malls of Korea are poised to set an example for others in the region to follow.

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1. Boon The Shop, Shinsegae Gangnam, Seoul2. Shinsegae Department Store, Uijeongbu3. Lotte Young Plaza, Seoul

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In 2012 alone, a flurry of exhibitions from Art Stage Singapore 2012 to Andy Warhol: 15 Minutes Eternal have kept interest in the arts in Asia on a high. Travelling exhibitions like the Warhol have mass appeal, are cost-effective and are easily marketed to neighbouring countries.

The regional arts landscape likewise continues to evolve, with new platforms initiated for artists and museums to showcase their work. It is this evolution that led to the envisioning of Arts Stage Singapore, which assumes the position of Asia’s premier international arts fair. In its sophomore year in 2012, Arts Stage Singapore is gaining momentum as a definitive rendezvous point for collectors, artists, art

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The past one year has seen a transformation of the Arts scene in Asia! Exhibitions like Dali: Mind of a Genius and Andy Warhol: 15 Minutes Eternal have paved the way for traditional art to share the same stage as contemporary interactive exhibitions, creating new vibrancy and broadening its appeal. Today, new and relevant exhibitions are all the rage in Asian cities like Singapore.

A L I V E !enthusiasts, academics and museum and gallery professionals with a strong focus on quality through its stringent selection criteria.

That same year, Art Stage Singapore firmly established Singapore’s unique position as the bridge between the East and West, by creating a platform for Asian artists to be elevated to a level of international importance, positioning them as strong and competitive players in the global market.

The exhibition’s success thus far has spurred much anticipation for the recently-concluded Art Stage Singapore 2013, as the exhibition continues to provide homegrown artists and curators with the remarkable opportunity to present and market their artworks and museums. Additional support from design-based companies like Kingsmen has

helped to not only build suitable structures for the exhibition, but also to provide publicity for the annual celebration of the region’s unique artworks.

Besides Art Stage Singapore, the region’s upcoming arts festivals in 2013 also indicate to a steady growth in the arts industry in Asia. Some of these exhibitions include SH Contemporary (Shanghai, China), ManilART (Manila, Philippines), Sikka Art Fair (Dubai, UAE), Art Osaka (Osaka, Japan), Korea International Art Fair (Seoul, South Korea), The Shanghai Art Fair (Shanghai, China) and the well-known Kohler Bold.Art. which kicked off a travelling exhibition across nine cities in China. The Kohler exhibition’s venture into tier-two and tier-three cities in China represents a reach into a previously untapped market, and expects demand to grow in tandem with the country’s growing economy. Encouraging signs are reverberating from the Southeast Asian nations as well, with exhibitions like ART|JOG (Yogyakarta, Indonesia) and 1Malaysia Contemporary Art Tourism Festival scheduled for 2013’s event roster.

Exhibitions like Andy Warhol: 15 Minutes Eternal, Dali: Mind of a Genius and The Art of the Brick at the iconic ArtScience Museum in Singapore feature a new blend of exhibitions which promote a better understanding of how inspiration, creativity, and expression come together by using new media to creating more immersive interactive experiences for its patrons. This is typified by The Art of the Brick exhibition which will end its run on 14 April. For the first time in Southeast Asia, New York-based artist Nathan Sawaya showcases his largest collection of 52 large-scale sculptures created solely out of LEGO® bricks.

Creativity, which plays a big role in Nathan’s works, prompted organizers to encourage visitors to explore their own creativity while viewing the exhibition. Organizers introduced Nathan’s special blend of playful imagination by creating a segment where patrons could form their own miniature sculptures out of the LEGO® pieces provided. The growth of the arts industry has to continually engage its audience in both tradition and relevance. Along with government support to open up new exhibition venues and the growth of travelling exhibitions, we can certainly look forward to a livelier arts scene in Asia in the years to come.

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1. Kohler Bold.Art.2. Art Stage Singapore 20133. The Art of the Brick4. Andy Warhol: 15 Minutes Eternal

Design: WY-TO architects

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Despite the uncertainty facing the global economy, luxury retail enjoyed a year of growth in 2012. The uptrend however appears to be waning, causing some luxury retailers to consider alternatives other than prestigious shopping districts for their boutique locations. Applause looks at the changes surrounding prime retail space within Asia, and the changing face of luxury retail in response to new consumer demand and purchasing habits.

Prime retail in the glitzy shopping districts of Causeway Bay (Hong Kong), Ginza (Tokyo), Huaihai and Nanjing Road (Shanghai), Gangnam-gu (Seoul), Dubai Mall (Dubai) and DLF Emporio (New Delhi); opulent vestiges of Asia’s wealthy, have all witnessed changes over the last two years.

Hong Kong for one has surpassed New York’s reign as the home of the world’s most expensive shopping district for retailers, as luxury brands compete for space to sell goods to Chinese tourists. Average annual rents at Hong Kong’s Causeway Bay have risen by

35% over the last year, and landlords of luxury malls in Hong Kong are also struggling to maintain a competitive yet interesting tenant mix. Today, it is no longer sufficient to meet the constant demands from elite luxury brands for more space, larger stores and better exposure, but also to expose customers to emerging mid-level brands. Brands like Abercrombie & Fitch, Apple, Forever 21 and GAP have come to change the retail landscape of Hong Kong.

While Asia remains a lucrative market for luxury brands to venture into, luxury brands’ approach toward even the most traditionally established Asian markets have changed. We see this especially in the prime shopping district of Japan.

Ginza, Japan’s answer to Fifth Avenue in New York, has seen a series of store openings by casual wear chains like Forever 21 and Uniqlo. Today, these brands share the same retail row as ultra-lux brands like Bvlgari, Cartier and Chanel. Growing hesitance towards taking up prime shopping district spaces by luxury brands has led to a change in the tenant mix for these areas. In Ginza’s case, there is now a focus on the total shopping experience. This bodes well for luxury fit-out specialists like Kingsmen, who has supported global brands in engaging their customers through flagship stores, multi-brand environments, travel retail and pop-up stores.

Oftentimes, big players like the LVMH, Richmont and Gucci Groups can demand prime locations in upmarket malls and shopping districts firstly due to their bargaining power, secondly having a stable of brands under

THECHANGING FACE OFLUXURYRETAIL

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their control, and lastly their ability to sign multiple tenancies at one time. More recently, an emerging trend is taking big players away from regular shopping malls and high-end districts, with groups like LVMH venturing into re-imagining spaces. Forming remarkable duplexes outside shopping malls, brands have the space and ability to craft an entirely new experience for its customers.

Southeast Asia’s first Louis Vuitton Island Maison is one such example of re-imagined duplexes. The two-storey standalone glass and steel crystal pavilion, designed by architect Moshe Safdie, dedicates an entire space to arts and cultural elements: the Espace, located in the underwater tunnel joining the LV Island Maison to Marina Bay Sands. Maison Hermès Dosan Park, is another example. Designed by Rena Dumas of RDAI, its outer wall was built out of glass, reflecting the various colors of the rainbow throughout the day.

Among emerging markets like Indonesia, Vietnam and Malaysia, Vietnam is the rising star with luxury brands making a beeline for luxury-conscious customers. Since registering an economic growth of 5.3% in 2009, Vietnam’s rising economic power has enticed international retail chains to set up shops in Vietnam. These include France’s Big C, South Korea’s Lotte, Germany’s Metro, Malaysia’s Parkson and Japan’s Seiyu. The retail chains bring with them luxury brands like: Balenciaga, Bally, Cartier, Chanel, Chloe, Christian Louboutin, Jimmy Choo, and Louis Vuitton to name a few.

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4. Fendi, Singapore5. Carl F. Bucherer, Japan6. DKNY, Vietnam

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Over in Jakarta, the well-heeled are increasingly served by new flagship stores in places like Pacific Place, Plaza Indonesia and Grand Indonesia. The growing ranks of wealthy consumers are flocking to take advantage of one of Southeast Asia’s largest economies. Italian fashion label, Gucci has built a 5,500-square-foot flagship store while Fendi opened two stores in 2012. The optimism held by elite luxury brands toward the nation’s ability to keep spending is buoyed by the country’s ballooning middle class, ensuring a steady long-term demand for luxury goods.

The growth in luxury retail in Malaysia has also been encouraging with Kuala Lumpur emerging as a choice destination for Middle East tourists due to a ready supply of restaurants and amenities that are sensitive to Middle Eastern Islamic traditions. Most notably, popular luxury brand Michael Kors marked its Malaysian debut with a duplex flagship store in Pavilion Kuala Lumpur Mall last year. As many as 18 new developments, boasting an excess of 10 million square feet of net lettable area, may be added to total supply by 2015/16. Approximately 70% of this space will be located in Selangor, with the remainder in Kuala Lumpur.

Over in the United Arab Emirates, a flourishing economy and strong demand for luxury goods has made it a premier destination for leading luxury brands. The fourth largest Arab league economy, UAE consists of seven emirates with its capital, Abu Dhabi emerging as one of the most modern and luxurious cities in the world to live, visit and shop. The city’s retail industry is dynamic and has become one of the world’s most desirable environments for investment and revenue generation. Add to that increased public and private sector consumption, Dubai’s industry verticals (tourism, trade and banking) remain strong and a driving force behind its retail industry which is expected to grow further by 13%. As the state collects no income tax for its expat community which is 80% of its population, there is a higher disposable income for luxury goods. The higher spending power of high net-worth, highly-paid foreign professionals have continued to make Dubai’s luxury retail an attractive destination for elite luxury brands.

This 2013, the luxury retail industry will build on creating new experiences in the digital domain for their customers. Luxury brands that have traditionally branded themselves according to the fundamentals of classy, iconic and chic, will now move towards creating more compelling stories for their brands. The use of social media and digital platforms like phone apps will be increasingly involved in the storytelling process and online shopping. In addition, greater emphasis will be placed on delivering better customer service to bridge the gap which on-demand experiences from an online platform have created for their customers. For instance, if a customer sees the product online but it hasn’t been added to the physical store’s inventory, service staff should know how to fill the gap in communication which the online store has created.

The use of pop-ups will also increase as more brands compete for limited prime shopping areas, as Dr Lynda Wee, CEO of Bootstrap Pte Ltd, a boutique consultancy firm comments. She also suggests that the element of surprise gives brands a chance to do something new. It allows fresh engagement with certain events that will highlight a particular campaign or trait of the brand. Like how Chanel opened a store in the French Riviera in an 18th century mansion or when Guerlain decided to build their reputation at 68 Champs Élysées to reach younger customers and trend-setters. Recently, LV launched its Art of Packing at Marina Bay Sands and made full use of social media to invite loyal brand supporters to engage with their brand. All these adjustments toward engaging customers have benefitted brands as luxury retail shifts to accommodate a different tide of consumer behavior.

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KINGSMEN’SGLOBAL FIXTURE EXPORTSThe trend for global sourcing which started in early 2000 has gained momentum over the last decade. Global retail brands that used to outsource the production of apparel and goods to Asia, have also started to turn to the East for retail store fixtures. The noticeable trend started in 2005 where there was a market increase in demand for fixtures and custom fixture manufacturing from sources in Asia. Aimed at capitalising on efficiencies in the delivery of products and services, global sourcing provided the means and access to quality products at lower cost through competitively priced raw materials and skilled labour, among other economic factors.

Although there are several companies that provide retail solutions, only a few offer a one-stop service on a large scale. Anticipating this changing trend, Kingsmen expanded its manufacturing capabilities to include production facilities in Johor, Malaysia as well as in Taipei, Taiwan R.O.C. To support the expansion of retail brands in China, we enhanced our manufacturing capabilities

with production facilities in Kunshan (east of Shanghai in Jiangsu province) in 2012. Specialised production like metal engineering, woodworking, spray painting and varnishing, glassworks, welding and milling, and logistics are carried out in-house to exacting standards.

These three main production facilities export store fixtures to key markets like Australia, China, France, Italy, Japan, UK and USA; for clients such as Aldo, Coach, Hollister, Nespresso, Ralph Lauren, Swarovski and TAG Heuer. Underlying the export of fixtures and the roll-out for stores is the constant drive to offer the utmost convenience to clients through an integrated suite of services that include retail fit-out, environmental graphics, alternative marketing and events. The ever-changing retail landscape, consumer tastes and trends have meant that brands have to adapt very quickly in order to thrive. To minimise business risk, brands have sought out reliable local partners as a key resource and a necessary element in their venture into new markets.

*all data is based on Kingsmen’s retail fixture exports for 201226 27

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SOARSAsia, with its booming economic growth, improvements in infrastructure,

top MICE and tourism destinations and increased spending is now the epicentre where changes in global mobility, operations and markets take

place. Today, Asia Pacific has some of the world’s largest and most efficient cargo operators. Association of Asia Pacific Airlines (AAPA) 2011 estimates show that Asia Pacific aviation raked in US$163 billion revenue with Asia Pacific carriers accounting for 27% of global passenger traffic and 41% of global cargo traffic. In 2012, airlines increased engagement for “ongoing

capital investment in fleets, airports and other services infrastructure” observes Andrew Herdman, Director General, AAPA.

Based on Boeing’s long-term market outlook for 2012-2031, Asia Pacific’s share of world GDP is projected to expand from 28% today to 36% in 2031 with nearly half of the world’s air traffic growth driven by travel to, from, or within the region. Brisk market growth is expected to be sustained, as the Association of Southeast Asian Nations (ASEAN) reinforces business and leisure travel ties within ASEAN and with China and Taiwan. Growth will also be driven by the relaxing of domestic market regulation within the aforementioned cities, with improved service between capitals, all leading to a more a cohesive aviation market.

Complementing this transition are regional air shows which have expanded tremendously over the last decade. Key air shows like Aero India, Airshow China, Asian Aerospace, Indodefence Expo & Forum, Japan Aerospace, Seoul International Aerospace & Defense Exhibition, Singapore Airshow and Langkawi International Maritime and Aerospace (LIMA) Exhibition now attract exhibitors and visitors from all over the world. Neighbouring United Arab Emirates is also making its presence felt in the industry with the Dubai Air Show, and more recently, the 18th World Route Development Forum, also known as World Routes 2012 held in Abu Dhabi. These shows are today

an important feature as global meeting places for airlines, airports, Maintenance, Repair & Overhaul (MRO) providers, defence contractors, civil & military aviation companies and tourism authorities to examine air services and get updates on new market developments.

The increase in the number of air shows and participants has raised the level of competition, urging aviation companies, providers and authorities to step up their game in supporting the region’s developments and to stand out. “It is crucial for aviation companies to have a strong presence at major air shows for better access to buyers and to foster strategic partnerships with the aviation community at large. We are able to support clients like the Civil Aviation Authority of Singapore (CAAS), Kallman Worldwide Inc. and Korea Aerospace Industries with the design and/or build of their booths, chalets and pavilions at these air shows“, shares Mr Anthony Chong, Managing Director of Kingsmen Exhibits Pte Ltd. With six airports in Asia listed in the Top 10 for the 2012 World Airport Awards – three of which clinched the Top 3 spots (South Korea, Singapore and Hong Kong respectively), the Asia Pacific region is well-positioned to sustain its growth as a bustling air hub.

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If saving the environment is the end-goal, the journey would be a whole lot easier if we began by building less in the first place. We took a forward-looking backward approach and sought to cut down the extras from the start. By cultivating a “Build Less, Save More” green philosophy for our recent project: BMW’s 6 Series Gran Coupé Launch at Singapore’s Glass House at Sentosa Cove.

The tough part was creating an unforgettable story for the launch. But once that was out of the way, the story evolved into a concept about transporting guests through space to experience the rare phenomenon of a solar eclipse. As guests watched the moon veil the Sun, the BMW 6 series Gran Coupé would be dramatically unveiled from the shadows before a full-length video projection of the solar eclipse. But, if you thought the projection wall was built — you guessed wrong.

This special effect was achieved by applying a thin film onto the surface of a glass window with a projector placed behind. In fact, the only build for the entire launch was an art installation; a “transportation device” running the length of the ceiling, made from a thin layer of hand-crumpled paper. The effect of the lighted AV projection on the installation was suspenseful as luminescent lights danced down its textured surface; cutting through the darkness and making guests feel as if they were really moving through space. Instead of building physical structures, live music was chosen to enhance the ‘phenomenal’ ambience.

Building less is also possible for tradeshow events like the joint exhibition stand of Singapore’s Economic Development Board (EDB) and JTC Corporation for the 2012 Singapore International Water Week (SIWW) held at the Sands Expo & Convention Centre, Marina Bay Sands. The exhibit showcased Singapore’s first eco-business park that emphasized maximum preservation of the surrounding natural environment and biodiversity. This time, the goal was to create a functional space with minimal build and lighting that would highlight five key graphic panels.

Featuring a light ceiling structure with only five free-standing graphic panels supporting the entire stand, the ceiling’s unique design allowed natural light to shine through, reducing the need for high energy-consuming spotlights. The EDB-JTC exhibition stand was accorded 1st runner-up for the SIWW’s ‘Best Booth Award’ under Category B (24sqm to 95sqm).

Who would have thought less actually means more?

BUILD LESS TOSAVE MOREA new environmentally-friendly take on how designing more means building less

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As William Shakespeare famously wrote in As You Like It, reflecting upon how Life’s different stages is ever-changing and full of surprises. Likewise, museums and galleries worldwide are constantly evolving, and have now progressed to an exciting new level where permanent exhibits have in some cases given way to temporary ones. We are now witnessing a new breed of exhibitions. Travelling exhibitions, also known as international touring exhibitions or travelling exhibits, are now the rage and are mutually beneficial to organisers, venues, institutions and the public. These exhibitions provide museums and galleries with opportunities to expand their audiences’ access to prized collections and scholastic pursuits, while reaching the widest possible audiences; allowing them to experience valuable object d’arts, artefacts and the stories behind them.

Top tourist venues like the ArtScience Museum in Singapore, and The Venetian in Las Vegas and Macau, have embraced travelling exhibitions to attract a growing demographic of curious and discerning visitors.

Introducing popular travelling exhibitions like Dali: Mind of a Genius; Da Vinci – The Genius; The Art of the Brick; The Titanic Exhibition and The Human Bodies Exhibition, these venues understand the draw behind it. Addressing a wide spectrum of subjects such as the arts, sciences and history, travelling exhibits have an educational and curious appeal to the human psyche – capturing the imagination.

Organisers and producers such as Grande Exhibitions and Imagine Exhibitions are keenly aware of these factors, and often endeavour to create interactive exhibitions to engage target audiences. From interactive media to photo booths and tactile displays complete with realistic soundscapes, travelling exhibitions are fast-becoming an important pillar for museums that wish to provide fresh interpretations or more complete stories to attract new audiences. Bringing the world to us, the rising trend of travelling exhibitions globally introduces renewal of information and experiences by offering new platforms for audiences to experience things first-hand.

Through Imagine Exhibitions, we have helped build The Human Bodies and Titanic exhibitions in Macau, and also presented the most comprehensive exploration of Leonardo da Vinci’s work ever created with Da Vinci – the Genius at The Venetian in Las Vegas.

“I first engaged Kingsmen to assist in building the ArtScience Museum in Singapore, and from there I knew that I was lucky to have met an incredible group of talented people. Kingsmen is successful because the people at the very top of the organization care about detail, quality and efficiency. They work smart, hard, and with a smile. I look forward to many years of co-operation with them.”

— Tom Zaller, President and CEO IMAGINE EXHIBITIONS INC.

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1. The Human Bodies Exhibition, Macau2. Da Vinci – The Genius, Las Vegas3. The Titanic Exhibition, Macau

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Expo 2012 was the most recent, held in the port city of Yeosu, South Korea from 12 May till 12 August 2012. Two years after World Expo Shanghai’s theme of “Better City, Better Life”, Yeosu continues the thread of environmental themes with “The Living Ocean and Coast: Diversity of Resources and Sustainable Activities”. Occupying 25 hectares of urban coastline, Yeosu hosted a total of 104 participating countries and 8.2 million visitors. Noteworthy buildings on site include the Korean Pavilion, the Theme Pavilion, the Sky Tower, and the Aquarium.

Country pavilions like Russia’s and Norway’s showcased a stunning Ice Tunnel with a 360 degree multi-projection, and a Voyage Zone with a wide screen wall as the command centre of a spaceship respectively. Russia highlighted the strengths of their marine industry, especially Arctic exploration, while Norway promoted their bustling coastline. Acting as a platform to engage the international community on conservation efforts for oceans and coasts, the Expo emphasised the potential of oceans to resolve global challenges involving resources, food and the environment. Visitors were awed by the vibrant oceanic and marine life displays of the various country pavilions, yet reminded of the stark reality behind the Earth’s depleting resources if conservation efforts cease.

Doosan Heavy Industries echoed this reality with statistics on water shortage and their desalination solution. Housed within the Ocean and Coast Best Practice Area (OCBPA) of Korea’s first offshore “Theme Pavilion”, Doosan’s stand integrates multimedia and a 3D glass cube centrepiece with glossy metal ‘ocean waves’ suspended from the ceiling.

After Expo 2012 raised the bar for smaller international expositions, all eyes are now on the upcoming World Expo Milano which will take place from 1 May till 31 October 2015 and feature the theme – “Feeding the Planet, Energy for Life”

As climate change continues to threaten the very habitat we live in, nations are rallying together to build a sustainable environment for future generations. One such avenue to showcase this move is the expositions organised by the BIE (Bureau International des Expositions or International Exhibitions Bureau). Following World Expo Shanghai 2010, Expo 2012 is an international exposition leading up to the next World Expo in 2015. International Expositions are usually smaller in scale and organised every two years, while World Expos occur every five years. Both categories of expos address themes of universal concern like sustainable development with the aim of fostering world-wide dialogues and initiatives while raising public awareness.

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“Kingsmen has been a reliable partner for over 6 years and we trust them with this important project. As this expo is different from regular exhibitions because it’s both B2B and B2C, Kingsmen focused on emphasising the benefits of Doosan’s technology with minimal technological jargon to touch the hearts of visitors.”

— DOOSAN HEAVY INDUSTRIES

Yeosu was the name given in the 16th year of King Seong (538 A.D) who was the king of Baekje Kingdom.

Thanks to the sea wind and warm current, Yeosu has cool summers and mild winters. Its oceanic climate also brings Yeosu relatively longer springs and autumns compared to other regions.

Yeosu has a history linked with naval warfare, tracing back to the time of the Great Admiral Yi Sun Shin who’s invention, the Geobukseon (turtle ship), defeated the Japanese navy. In the harbor today, you can see full-size models of one of these turtle ships.

Photo credit: Cesarexpo

NAME WEATHER SIGHTS & SOUNDS

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22ND REGIONAL DIRECTORS CONFERENCESydneyBuilding on the theme, “Market Leadership…staying ahead of the curve”, the second chapter of the biannual 22nd Regional Directors Conference was held from 26 to 28 July 2012 at the Hilton Sydney Hotel in Australia. The conference explored important topics like mentorship, succession & expansion plans, and continuous learning amongst others.

KINGSMEN AT 15TH ASIAN ATTRACTIONS EXPOHong KongKingsmen participated in the 15th Asian Attractions Expo, held at the Hong Kong Convention and Exhibition Centre from 5-8 June 2012. The group showcased its strengths in thematic works at their striking 870-square-foot stand, which featured intricately-detailed props such as a tree trunk, brick wall, and wooden medieval door that attracted tradeshow visitors.

MANAGEMENT THINKING WORKSHOPSingaporeA group of directors from our regional offices and HQ gathered at Kingsmen Creative Centre on 3 & 4 August 2012 for the Management Thinking Workshop. Conducted by Dr. Lynda Wee from Bootstrap, the workshop was held to better equip our 2nd echelon leaders with skills and knowledge to identify, plan and lead the short & long-term needs of Kingsmen and our people.

KINGSMEN CULINARY TEAM CHALLENGESSingaporeFor the first time, Kingsmen organised its very own version of Master Chef and Iron Chef. From preparing a healthy breakfast to fruit sculpting and an epic finale challenge with a twist, four teams battled it out to clinch the top spot. In Kingsmen’s “kitchen stadium”, teams raced against time to “buy” their ingredients at four stations and prepare a 3-course dinner – comprising an appetizer, main course and dessert. Overall, the Exhibits and Corp Office/Enviro/Ooh-Media/ i-Promo Divisions were announced joint champions.

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KINGSMEN MALAYSIA’S 30TH ANNIVERSARYKuala LumpurOn 3 November 2012, Kingsmen Malaysia celebrated 30 years in the business at Saloma Bistro on Jalan Ampang in Kuala Lumpur. With the theme of My 30th, Your Triumph, Our Twinkle, all staff dressed up for a night of revelry which included performances, awards segment, a lucky draw and fireworks display.

WALK WITH DIABETES 2012SingaporeKingsmen was the official event & sponsorship partner for Walk with Diabetes 2012; sponsoring US$123,000 worth of airtime on its Orchard Building and Wilkie Edge LED screens, and providing events management services to promote the cause. Organised by TOUCH Diabetes Support, the 5 km walk helped to raise public awareness about diabetes and how it impacts lives. The walk was held at the Promontory @ Marina Bay on 25 August, where participants formed a big blue circle before commencing the walk.

KINGSMEN VIETNAM’S 20TH ANNIVERSARYHo Chi Minh CityCelebrating a remarkable journey, Kingsmen Vietnam commemorated their 20th anniversary on 23 November 2012 at the Intercontinental Hotel Asiana Saigon in Ho Chi Minh City, Vietnam. Guest-of-Honour, Mr. Pong Kok Tian, from the Singapore Consulate graced the occasion and popular local artistes were invited to perform for guests. The evening concluded with the long service awards presentation and a Gangnam style dance performance by all staff.

KINGSMEN KOREA’S SPIRIT OF VOLUNTEERISM BURNS BRIGHTSouth koreaSince 2009, Kingsmen Korea has reached out to the elderly in their community by distributing coal in Gu Ryong Village and making kimchi. On 1 December 2012, their staff gathered at the Dongwon F&B Factory to volunteer their best attempts at “gim jang” (making kimchi), ensuring that the elderly had meals complemented by the famous Korean delicacy during the cold season. In support of the cause, Love Coal, they also sponsored and distributed coal to the elderly living in the village.

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Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.

— ANTOINE DE SAINT-EXUPÉRY

UP CLOSE WITH BENThe award is a celebration of every individual member of Kingsmen in our conscious efforts to provide outstanding services for our clients. I trust that this recognition will spur everyone at Kingsmen to continue delivering excellent service and good value to our clients.

HOW DO YOU FEEL ABOUT THIS SPECIAL RECOGNITION FROM THE SINGAPORE TOURISM BOARD?

We will be at the forefront of change, assisting clients in their integration with the various new media available in the market, and helping them stage successful events. Our people will have to constantly devise and implement innovative means of engagement for our clients’ products & services with their target audiences.

LOOKING AHEAD, WHERE DO YOU SEE KINGSMEN 5 YEARS FROM NOW?

Today’s information technology provides greater interconnectivity and access to vast amounts of information exchanged digitally through various channels. This has led to changes in the way the public receives information and gets entertainment feeds in their homes/offices through the Internet and cable TV channels.

The MICE industry has also been going through changes itself. Events are now more targeted at the different demographic segments and interest groups, with added emphasis on content capture and distribution. Asia’s MICE industry players are also embracing the use of technology to promote their events and provide platforms where visitors will enjoy the event experience. This ensures the long-term success of any event that they stage.

For instance, face-to-face engagement is now augmented with more interactivity through customised mobile apps and social media; thus allowing guests to share event information, photos, and locations with their social networks. Such new media and platforms offer exhibitors and event organisers greater means of reaching their target audience.

MANY HAVE TALKED ABOUT ASIA BEING THE EPICENTRE FOR THE MICE INDUSTRY IN RECENT YEARS. WHAT TRENDS HAVE YOU NOTICED AND WHICH NEW MEDIA OR PLATFORMS WOULD ENHANCE THE EXPERIENCE OF ASIA’S MICE INDUSTRY?

Kingsmen’s Executive Chairman, Mr Benedict Soh, was accorded the Lifetime Achievement for Outstanding Contribution to Tourism by the Singapore Tourism Board in October 2012. Presented by the President of Singapore, Dr Tony Tan Keng Yam, Ben was recognised for his efforts in raising the level of professionalism and standards in the retail and Meetings, Incentives, Conventions and Exhibitions (MICE) industry in Singapore after more than 40 years in the business. Applause has a brief chat with Ben about this significant accolade, his view of Asia’s MICE industry, and Kingsmen.

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In the little nooks and crannies of Kingsmen lie unique facets that represent our people and culture. Traversing multiple perspectives, interests and ethnicities, these snapshots are what we’re all about. An insight into the everyday, Kingsmen Originals is our tongue-in-cheek way of highlighting the little things in life.

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KINGSMEN’S NETWORK

ABOUT KINGSMEN

INDIA, NEW DELHIKingsmen FairtechInternational (P) LtdTel (9111) 4660 6100Fax (9111) 4660 6161mailbox@kfi-india.com www.kingsmenindia.in

INDONESIA, JAKARTAPT Kingsmen IndonesiaTel (6221) 5439 6898Fax (6221) 5407 819office@kingsmenindonesia.co.id

JAPAN, TOKYOKingsmen Nikko LtdTel (813) 5365 2422Fax (813) 5365 2423info@kingsmen.co.jpwww.kingsmen.co.jp

JAPAN, OSAKAKingsmen Nikko LtdTel (816) 4391 7538Fax (816) 4391 7539info-osaka@kingsmen.co.jpwww.kingsmen.co.jp

MALAYSIA, KUALA LUMPURKingsmen Sdn BhdTel (603) 9076 1010Fax (603) 9080 2990kingsmen@kingsmen.com.my

SOUTH KOREA, SEOULKingsmen Korea LtdTel (822) 2040 1114 Fax (822) 2040 1115info@kingsmen.co.krwww.kingsmen.co.kr

SOUTH KOREA, BUSANKingsmen Busan LtdTel (8251) 745 8567Fax (8251) 745 8700info@kingsmen.co.krwww.kingsmen.co.kr

TAIWAN, TAIPEIKingsmen Taiwan(International) Co., Ltd. Tel (886) 2 2779 0279Fax (886) 2 2779 0278kingsmen@kingsmen.com.twwww.kingsmen-gc.com

THAILAND, BANGKOKKingsmen C.M.T.I. Co., Ltd.Tel (66) 2735 8000Fax (66) 2735 8484kingsmen@kingsmen-cmti.comwww.kingsmen-cmti.com

VIETNAM, HO CHI MINH CITYKingsmen Vietnam Co., Ltd.Tel (848) 3810 7709 (848) 3810 7712-14Fax (848) 3810 7708info@kingsmen.co.vn

VIETNAM, HANOIKingsmen Hanoi OfficeTel (844) 3533 3355 (ext 6061-6064)Fax (844) 3537 8733 info@kingsmen.co.vn

U.A.E., DUBAIKingsmen Middle East LLCTel (971) 4338 9340Fax (971) 4338 9341info@kingsmen-me.comwww.kingsmen-me.com

SINGAPORE (HEADQUARTERS)Kingsmen Creatives LtdTel (65) 688 000 88Fax (65) 688 000 38info@kingsmen-int.comwww.kingsmen-int.com

CHINA, BEIJINGKingsmen Beijing Co., Ltd. Tel (8610) 5208 9399Fax (8610) 5208 9300kingsmen@kingsmen.com.cnwww.kingsmen-gc.com

HONG KONG S.A.R, CHINAKingsmen Hong Kong Ltd.Tel (852) 2646 8828Fax (852) 2637 8100kingsmen@kingsmen.com.hkwww.kingsmen-gc.com

MACAU S.A.R, CHINAKingsmen Macao Ltd.Tel (852) 2646 8828Fax (852) 2637 8100kingsmen@kingsmen.com.hkwww.kingsmen-gc.com

SHANGHAI, CHINAKingsmen Shanghai Co., Ltd.Tel (8621) 5386 9000Fax (8621) 5386 9555kingsmensh@kingsmen.com.cnwww.kingsmen-gc.com

SHENZHEN, CHINAKingsmen Shenzhen Co., Ltd.Tel (86) 755 8248 0848Fax (86) 755 8248 6116kingsmen@kingsmen.com.hkwww.kingsmen-gc.com

Established in 1976 and listed on the main board of the Singapore Exchange, Kingsmen is a leading communication design and production group with offices in 18 major cities across Asia Pacific and the Middle East.

Through its strategic network of offices and worldwide associates, Kingsmen provides integrated communication solutions covering a full range of services from ideation, research & design, consultancy, project management, prototyping to fabrication, implementation & installation, logistics support and after sales services.

These seamless end-to-end solutions are offered to global clients across multiple sectors like exhibitions & events, retail & corporate interiors, thematic and museums, and alternative marketing.

Building on its design-led, quality and service-driven culture, the Group’s dedicated and experienced professionals have helped to establish a visible brand name synonymous with creative and innovative solutions.

Kingsmen – your partner of choice in Asia Pacific.

Who says Humpty Dumpty could not be put together again?