DEFINE – ICE

Client:
Undisclosed

Project:
DEFINE ICE

Date:
2013

Location:
Malaysia


Description:
The brief was to create a talk-of-the-talk lifestyle event that fully exudes class and most importantly, cool ice theme. With the country’s average annual temperature hovering around 30°C, this was a challenge. Nevertheless, the team stayed true to the theme by taking an abstract approach with reinforcement of cool colours with a heavy theme of white to express snow.

An iconic ‘ice lava’ structure was erected at the heart of the event venue to create a more inclusive space between consumers and thematic. Extra air-conditions were put in place to further elevation of cold senses, with various design elements, props and engagements, we put together one of the most talked-about brand activations in 2013 with 99% of the crowd dressing to the theme colour – white.







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