THE PAVILION THEME
The theme of the Cisco Pavilion is "Smart+Connected Life".
This theme embraces the vision of a future that is very near and optimistic. The visitor experience within the Pavilion begins in present day, and progresses to the year 2020. This future holds promise for individuals and the development of a harmonious society made possible through the transformation of the way communities are designed, managed and renewed by connecting all elements of a community to spur sustainable economic growth, engaging constituents of all ages, while addressing quality of life and environmental concerns today and tomorrow.
THE PRIMARY MESSAGE
The overall message of the Visitor Experience is that the current and future issues of urbanization, such as rapid population growth and limited resources, may be met and solved in part by transforming physical communities to connected communities.
Cisco, in conjunction with key partners, plays a vital role in building this better future by working towards creating SMART+CONNECTED COMMUNITIES, which are the foundation for this idea - SMART+CONNECTED LIFE.
The Pavilion demonstrates that China is a leading national example of tackling the issues and applying connected solutions, and gives its audiences a future vision that creates an indelible and holistic connection to the theme of the Shanghai 2010 World Expo, "Better City, Better Life."
THE CREATIVE STRATEGY
A single master plan integrates the vision for a consistent experiential journey for our visitors, and does so by weaving the various aspects of the primary message through storytelling to connect with the audience on several levels:
- Intellectual Connections. Visitors gain an understanding of the power of a SMART+CONNECTED LIFE that enables economic, social and environment sustainability including the dynamic, positive implications for a future of intelligent urban infrastructure.
- Emotional Connections.We connect with visitors on a very human level through unique storytelling which transcends culture, language and race.
- Psychological Connections.Through the “triggers” and “moments of truth” in the film in the Main Show, visitors begin to understand and connect with the primary messages in the journey throughout the Pavilion.
THE PAVILION EXTERIOR
From a distance, the Cisco Pavilion is distinctively branded with the primary positioning of the theme, SMART+CONNECTED LIFE, with the iconic signature of the Cisco logo.
As visitors approach, an exterior graphic adaptation of the Cisco digital dot matrix motif establishes this treatment as the Pavilion Visual Identity that unifies the content and messaging within the various zones of the visitor experience.
A bright, optimistic statement incorporates a complimentary palette of colors that visually anchor the Pavilion with column wraps in the foreground of the entrance.
A controlled queue system provides ease of access into the Pavilion with a prominent entrance that welcomes our visitors with additional theme reinforcement to build anticipation of what lies ahead. An exclusive VIP entrance location ensures the highest level of 5-Star service.
Bold, iconically distinctive…with a very personalized visitor experience.
THE ENTRY / MEET AND GREET
Unlike most pavilions, the Cisco Pavilion welcomes visitors as one welcomes guests to a home. The visitor flow accommodates small, intimate groups of up to 50 guests at a time. Once the visitors enter the Pavilion, they are effortlessly guided without the typical, congested lines of visitors in front of them.
A bright, inviting interior space awaits our guests with a continuation of the Visual Identity graphic treatment on the walls. Each visitor is pleasantly surprised as they are personally greeted by a virtual concierge introduction delivered via Cisco TelePresence (TP) as they pass a strategically located TP monitor on the wall prior to entering the Pre Show zone.
As our VIP guests pass through the exclusive VIP entrance, they are greeted by our host behind a reception counter. A plasma screen displays a personalized message as they are welcomed by a Cisco delegate.
THE PRE SHOW
As our visitors are guided into the Pre Show area, they immediately see a large curved wall with visually impactful graphics and message content. It is here that we begin the process of behavioral pre-conditioning our guests.
Bold lifestyle visuals and real life conditions representing present day are accompanied by provocative questions that consider how the urban experience in the future may be transformed through the intelligent integration of a SMART+CONNECTED LIFE into urban strategies, planning, and development.
The messages and visual content on the wall reflect issues of urbanization…but done so with the suggestive implications that there is positive hope for a SMART+CONNECTED LIFE that promotes environmental sustainability while supporting economic growth. This "Challenge/Solution" set-up in the Pre-Show will focus on Shanghai, but will also reinforce that these are global concerns facing the world' s cities:
- Rapid population growth
- Limited natural resources and energy
- General congestion within urban development
- Delivery of services
- Social isolation
A plasma screen on the opposite side from the large curved wall starts a brief presentation of content that introduces the concept of a portal to the year 2020. This short presentation concludes the Pre Show experience with a set-up for the Main Show, and provides the link to the film storyline that reconciles the challenges of present day urbanization concerns.
The Pre Show experience is approximately two (2) minutes in duration.
This transitional space serves as a portal for our visitors as they begin an experiential journey in preparation for their arrival in the year 2020 within the Main Show film.
Layers of black drape with a translucent scrim on each side of this transition zone are accented with subtle washes of lighting effects and uplighting between the layers . The dot matrix is utilized on the layers to continue elements of the Visual Identity through this space.
THE MAIN SHOW FILM
In this darkened environment, a compelling film is shown on a spectacular 120 degree curved screen, choreographed to an original musical score with a dynamic audio system.
The themes of the film are the challenges of the modern and future urban experience, presented as an engaging story revealing how issues of limited resources, rapidly growing populations and social fragmentation may be resolved through a SMART+CONNECTED LIFE.
The essence of our story heralds the creation of a SMART+CONNECTED LIFE and positions the role that technology plays in creating this positive contribution to the development of a harmonious society in China.
The film follows interweaving stories of an individual family and their personal lives over the course of a single day in 2020. The emphasis of the film is on how technology aids the journey of these individuals of all ages, enhancing communication, transportation and learning in their lives.
As the plot unfolds, innovative technology is portrayed as both enabler and hero as our characters become physically and emotionally connected.
This sensory film experience is approximately eight (8) minutes in duration.
THE POST SHOW
There are two primary elements of the Post Show experience for the general visitor guests after the Main Show film presentation:
As our visitors exit the Main Show, the experience is seamlessly continued as they pass along a curved wall where we "connect the dots" of the entire journey to ensure a consistent take-away for our guests.
Key moments from the film appear on this large printed graphic wall and are connected to the Cisco pillars that provide the foundation for a clear understanding of our theme, SMART+CONNECTED LIFE…and the technologies that enable the optimistic future portrayed in our film. This is the visual "book-end" to the Pre Show content that takes specific moments of truth within the film and visually links them with literal messaging and content.
The Cisco TelePresence Payoff
As our visitors pass SMART+CONNECTED SOLUTIONS, to their immediate right is located an unexpected payoff…the location of the Cisco TelePresence virtual concierge!
Within this controlled environment behind a wall of glass is our experience payoff. Our visitors suddenly realize that their encounter with the virtual concierge in The Entry is not only a real-time experience, but now they witness a "behind the scenes" glimpse of the virtual concierge welcoming new guests at the beginning of their journey through the Pavilion.