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Pico Far East Holdings Limited Announced FY2011 Interim Results

IN THIS ISSUE... 1// HOFEX 2011 2// Macao Water Winning Green Award 3// Defence Materiel Organisation at Australian International Airshow 2011 4// CIMB Asia Pacific Classic Malaysia 5// Pico Establishes Regional Headquarters in Shanghai 6// iPad 2 VM campaign 7// Sentosa Visitor Arrival Centre 8// Huawei Mobile Phone Retail Store 9// Creativity Park of International Horticultural Exposition 2011 10// The 14th Shanghai International Automobile Industry Exhibition 11// HK ART 2011 12// Singapore Aviation Centennial Evening Gala Dinner 13// Singapore Biennale 2011 – The Merlion Hotel 14// Renault at the 8th China (Guangzhou) International Automobile Exhibition 15// smart fortwo Launch 16// Mercedes-Benz - 125 Years of Innovation 17// Pico Quarterly Customer Satisfaction Survey

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IMAGEMAKER // SUMMER 2011

Pico Far East Holdings Limited Announced FY2011 Interim Results

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Pico Far East Holdings Limited announced its interim results for the 6 months ended 30 April 2011.

During the Period, Pico reported turnover of HK$1,394,445,000 representing a decrease of 4% over the same period last year. Profit attributable to

owners of the Company increased by 1% to HK$82,100,000. Basic earnings per share is HK6.78 cents, representing a 0.1% decrease. The Board of

Directors has recommended an interim dividend of HK4.0 cents per ordinary share.

Mr. Lawrence Chia, Chairman of Pico said, “Overall, our gross margin has recovered back to 32.3% compared to 27.1% for the same period last year.

Our profit from operation has increased 7.7% to HK$99,650,000. The 4% decrease in revenue was mainly due to the one-off Shanghai World Expo

2010 which accounted for about HK$300 million of the total revenue recorded in the previous corresponding period. Meanwhile, we have been able

to continue our repeat business from our key clients in recurring exhibitions and events.”

“Looking ahead, we expect the second half of the financial year to be profitable barring unforeseen circumstances.” Mr. Chia added.

Pico Establishes Regional Headquarters in Shanghai Ground-Breaking Ceremony for the Full-Fledged Operation and Production Complex

Pico announced the ground breaking of a 45,000-square-metre operation

and production complex (“the complex”) for its Regional Headquarters

in Shanghai. Named Pico Creative Centre, the complex will be home to

Pico’s core business units encompassing marketing, operations and R&D

functions, and is expected to begin operation in early 2013.

Pico Creative Centre is located in Anting County, which is within 25

minutes distance from the central business district of Shanghai, as well

as Hong Qiao International Airport and the People’s Square of Shanghai.

The expansion is aimed at further strengthening Pico’s presence and

growing customer base in China. The all-in-one Pico Creative Centre

demonstrates Pico’s unique and unrivalled strengths across a wide

spectrum of specialised services, as well as its knowledge and expertise in

Total Brand Activation.

As part of the Group’s corporate social responsibility, Pico Creative Centre is

designed with eco-friendly features. State-of-the-art energy-saving technologies,

including an underground heating system, a solar energy system and rain

harvesting system, have been implemented throughout the complex.

A ground-breaking ceremony has been held on 21 May 2011 with

Jiading District and Anting County Government officials as officiating

guests of honour.

During the ceremony, Mr. Lawrence Chia, Chairman of Pico’s said, “On

behalf of Pico Group, I would like to extend my sincere appreciation

to all supports and patronage we have been receiving from the Jiading

District and Anting County government throughout the last few years

in particular to planning and preparation of this Pico Creative Centre

project. With all these, Pico is able to have our regional headquarters

established in the Anting County, one of the largest automobile base

in China. It is an honour for Pico to be a part of it and we hope we

can also contribute to the prospering development of Anting, especially

in creative area.”

“The establishment of regional headquarters in Shanghai is a significant

milestone in realising Pico’s goals to globalise its operations and deepen

customer relations in key markets. We are confident that our strategy

to strengthen regional operations and leverage on our unique strengths

will be a key growth driver in the years to come.” Mr. Chia added.

CIMB Asia Pacific Classic MalaysiaMalaysia’s CIMB (Commerce International Merchant Bankers Berhad)

Asia Pacific Classic was the first ever PGA (Professional Golfers’ Association)

tour-sanctioned event in Southeast Asia. Also approved by the Asian

Tour, the premier championship featured 40 top international players

competing for a US$1,000,000 purse.

Pico was proud to play a key role in this historic event by constructing

hospitality lounges for leading organisations such as CIMB, BMW,

Malaysia Airlines and Tourism Malaysia. Our team also helped build

sponsor and exhibitor marquees at the exhibition village. Broadcast to

some 500,000,000 golf lovers worldwide, the event generated an estimated

RM240,000,000 worth of publicity.

– Kuala Lumpur, Malaysia

Macao Water Winning Green Award

The Macao International Environmental Co-operation Forum & Exhibition

(MIECF) is a high-powered annual platform that promotes low carbon

and sustainable urban development solutions across Southern China.

The many displays Pico was commissioned to design and construct this

Singapore Biennale 2011 - The Merlion HotelEntitled ‘Open House’, this year’s Singapore Biennale (SB2011) - the country’s largest international contemporary visual arts exhibition that has enhanced Singapore prominently as an international centre and regional thought-leader in the fields of contemporary visual arts - showcased some 60 artists from 30 countries across four exhibitions whose designs were based on emblematic local spaces.

Pico was commissioned to construct one of the main highlight of the festival - The Merlion Hotel - a temporary luxurious hotel suite room encasing Singapore’s national icon - an iconic 8.6m tall lion-cum-fish sculpture at the mouth of the Singapore River. Designed by acclaimed Japanese artist

Tatzu Nishi, this never been done before ‘pop-up’ room which was open

to guests for overnight stays at a special rate was fully booked within 72

minutes of its reservation hotline opening. The Merlion Hotel, which was open to the public for viewing in the day, was also one of the most visited art installation at the Singapore Biennale 2011 with numerous international and local news agencies reporting it in the press.

The 39 year old Merlion statue is a precious national symbol and must be handled with extreme care. In addition to erratic weather conditions, key technical and engineering challenges included building an authentic luxury hotel room with a special double bed, functioning shower and toilet facilities and other five star hotel amenities on a reclaimed promontory.

To ensure the project’s environmental-friendliness, all floorboards and other materials used during construction were recyclable. To minimise carbon emis-sions, Pico’s project team also cut the use of four air-con condensers to two units without adversely affecting in-room temperature level. Energy-efficient lighting that let natural light flood in during the day and only came on in the evening further added to the project’s “greenness”.

– Singapore

year included show highlight the Macao Water booth which received a

“Green Award” from Macao’s Association of Environmental Protection

Industry and Fair & Trade Association.

Inspired by the utility company’s slogan that “Like water, we support

life”, the stand’s centerpiece featured a mega funnel dramatising the

uninterrupted supply of pure water all over Macao.

To ensure environmental friendliness, reusable cloth, iron trusses and LED

lights were used to create the funnel. The impressive end result was a

booth whose sparkle not only reflected the event’s green nature, but also

attracted the eyes of every attendee.

“We thank you for your help in constructing our great MICEF stand and

winning of the Green Booth Award!” Sophia Chan of Macao Water

Supply Co. Ltd.

– Macau, China

IMAGEMAKER // SUMMER 20114

The 14th Shanghai International Automobile Industry Exhibition

Following Nissan’s design concept, our team delivered a 3,000 sq.m.

booth whose flawless elegance perfectly showcased the marque’s new

Tiida, Versa Hatchback and Sports Compact Concept cars.

– Shanghai, China

PeugeotIn designing and custom-building Peugeot’s double-decker white and

black booth, Pico supplied lighting, sound equipment and an LED

wall. Having satisfied the client’s stringent requirements, our team

also provided booth management throughout the entire exhibition.

Based around Peugeot’s “Motion & Emotion” brand ethos, the stand

embodied precision, passion, purity and modernity. By using striking

globular shapes and powerful decorative lines, our team ultimately

succeeded in creating a pure architectural style. The resultant stylish

proportions not only perfectly matched this event’s overall theme but

also Peugeot’s stand at the 2011 Geneva Auto Show.

Key challenges faced included a sizeable water stage wall and the

use of a one-off concept car on a slope. To overcome these issues,

we created special stage wall and podium for Peugeot’s 908 Hybrid

4. Special ceiling fabrics in the open lounge and eyecatching colours

acrossed the whole booth further added to its uniqueness.

Nissan

MG & Roewe2011 saw Shanghai Automotive Industry Corporation’s annual sales volume in China exceed 300,000,000 vehicles for the first time. The group is now

the eighth biggest auto manufacturer worldwide, marketing the popular Roewe and MG marques. Working closely with PR consultancy, Design, Pico

constructed an elegant, typically British stand whose 2,000 sq. m. of space included a secondary floor area of 430 sq. m. and room for 20 cars.

Renault at the 8th China (Guangzhou) International Automobile Exhibition

Started in 2003, the Guangzhou Automobile Exhibition (GAE) is now China’s third largest specialist car show. Renault is one of France’s oldest brands

and has recently been aggressively expanding worldwide following the introduction of a new multi-purpose vehicle (MPV).

In launching the marque’s new Latitude MPV in Asia and introducing eight other cars to China, Renault commissioned Pico to design, fabricate,

project manage and maintain its booth at GAE. To make the booth more homely and underline Renault’s clean, green image, plants and flowers were

used throughout.

– Guangzhou, China

Mercedes-Benz - 125 Years of InnovationThis year, Mercedes-Benz is celebrating its 125th anniversary by touring

five cars that showcase its cultural, spiritual and innovative personality

across several major Asian cities. In March, the roadshow reached Taiwan’s

four-storey Taipei 101 mall.

As one would expect from Mercedes, each car on show boasted its

own unique personality. Specific examples included the legendary 500 K

Special Roadster, the classic W 154 racer and the world’s futuristic first-

ever fuel cell-powered production car, the B-Class F-Cell. A daring CLS

Shooting Break concept car gave attendees another tantalising glimpse

into the future.

Keen to show off their cars in the best possible light, Mercedes-Benz commissioned Pico to design the entire Asian display. While our team only had

two days to complete the Taipei stand and had to work outside mall opening hours, they succeeded in wowing everyone who saw the cars.

– Taipei, Taiwan

smart fortwo LaunchOn 22 February, Pico once again assisted Mercedes-Benz Taiwan when the marque unveiled is new upgraded smart fortwo model at Hankyu Department Store of Dream Plaza in Taipei.

To underline its stylishly youthful personality, Mercedes launched a special limited edition “lightshine” version of the car. Based on the smart fortwo’s successful passion version, the new model was available in a choice of cutting-edge spring and summery mist green and light blue metallic colour schemes. Each model was further distinguished by a dazzling assembly of LED daytime running lights and a specially co-ordinated “body-colour headlight” design.

In further emphasising smart’s unique style, our team devised a magic light show and souvenir gift for the opening presentation. The fact that

certain parts of the display featured hollow shapes similar to the lines of the new vehicles further raised visitors’ intrigue levels. Most impressively of

all, our people succeeded in erecting the 5-meter-high wooden stand in less then 20 hours!

– Taipei, Taiwan

IMAGEMAKER // SUMMER 20116

Sentosa Visitor Arrival CentrePico was recently commissioned by Sentosa Leisure Group to design and

build a Visitor Arrival Centre (VAC) which will serve as the venue for

information on Sentosa, ticketing booths and retail area for souvenirs.

The design and feel of the VAC was a reflection of Sentosa’s brand

personality – fun, vibrant, friendly and a relaxed tropical feel.

To bring out the resort’s multi-faceted personality, our teams designed the

VAC to greet guests with a sense of escapism – placing emphasis on creating

an atmosphere that spans its wide range of leisure and lifestyle experiences

- beach to nature, adventure to heritage and exquisite dining to golf.

In doing so, they more than delivered on the property’s promise of being “Asia’s Favourite Playground”. The standout feature at the VAC was a specially

constructed 7m-high and 3m-wide floor-to-ceiling LED cyclical wall feature flown into Singapore from overseas.

“Our chairman, Dr. Loo Choon Yong, and CEO, Mr. Mike Barclay, are both delighted with how the VAC has turned out. Our special thanks go to Eric

Cheng and his team!”, said Alvin Chia, Deputy Director, Attractions Development of the Sentosa Leisure Group.

- Singapore

The VM campaign of iPad 2Pico was appointed to execute the VM campaign of iPad 2 for Apple in Hong Kong. Seven squads were organised to simultaneously install iPad 2 POS items such as display stands and graphics at 65 locations including Apple Premium Resellers outlets, Fortress, Broadway and Suning in Hong Kong and Macau. The entire installations were completed within 8 hours at night before the official launch of iPad 2 in Hong Kong and Macau.

– Hong Kong and Macau, China

Huawei Mobile Phone Retail StoreFortune Global 500 company, Huawei recently

opened its first mobile phone retail store.

Located in Beijing, the new store will not only

provide a conveniently high-tech one-stop

shopping environment for consumers.

Once again appointed as Huawei’s construction

supplier, Pico has successfully created a design

that is now attracting targets to explore, test

and purchase all kinds of Huawei mobile

phones in a small space.

“We have co-operated with Pico many times

and remain very satisfied with your work”

Ms. Liu of Huawei

– Beijing, China

Creativity Park of International Horticultural Exposition 2011The recent Xian International Horticultural Exposition (XHE) marked China’s third major international

gathering after the 2008 Beijing Olympics and 2010 Shanghai Expo.

Covering some 6,000 sq. m. and reflecting Xian’s rich cultural and historic heritage, Creativity Park

was the only themed area within the 4,000 sq. m. Expo area.

XHE’s ultimate aim was to heighten Xian’s worldwide image as “a city for nature, co-existing in

peace”. Key supporters of the initiative included the Shaanxi Government. Zhao Leji, Secretary of

Communist Party of China’s (CPC’s) Shaanxi Provincial Committee, subsequently praised Creativity

Park as having the best display effect at the show.

In helping to create this spectacular multi-media display, Pico used ultra-advanced planting techniques

to cultivate a 5m-high and 12m-long living indoor grass wall. Many of the giant rare plants and

flowers on display had to be specially imported from Japan.

– Xian, China

Singapore Aviation Centennial Evening Gala DinnerThis March, Singapore celebrated the 100th anniversary of the arrival of

its first plane - a Bristol Boxkite piloted by Belgian M Joseph Christiaens.

To mark this momentous event, the Civil Aviation Authority of Singapore

(CAAS) will be rolling out a year-long program of festivities as part of the

Centennial Celebrations.

Kick starting the celebrations was the Singapore Aviation Centennial

Evening (Singapore ACE), an exclusive by invitation only gala dinner

attended by 1,000 high profile guests who include high level ministerial

guests, senior management personnel from the local aviation industry

as well as key office holders of CAAS global partners.

In handling concept development, event management, entertainment,

food & beverage and administrative support for this high-profile evening,

Pico had to outline Singapore’s aviation story in a way that would fascinate

an elite audience. To achieve this, Pico’s project team subsequently devised

a multi-media extravaganza that placed emphasis on Singapore’s aviation

milestone developments and hopes for the future in a colorful and dynamic

non-linear format. To enhance the impact of the experience, the team also

recruited local/regional stars to perform live songs complemented by a

kaleidoscope of graphics and images. The impressive end result was a time

machine visual spectacle that took everyone on a journey spanning the

nostalgic past, the accomplished present and hopeful future of aviation.

“Your incredibly well-executed aviation showcase generated a great deal

of positive feedback. Thanks for making our celebration of this national

milestone so special” Mr. Daniel Ng, CAAS’s Deputy Division Head of Aviation

Industry Division

– Singapore

ART HK 2011ART HK 2011 was held in May 2011 at the Hong Kong Convention and Exhibition Centre in Hong Kong. Together with conference delegates, contestants and media, the show attracted a total of 63,511 visitors. 260 galleries from 38 different countries presented works of over 1,000 artists at the Fair this year. Many of the art collectors attended the Fair were from across Asia, Europe and USA, as did some of the world’s most influential museum directors & curators. Pico was appointed as the official contractor and hall management of ART HK 2011to design and set up the Organiser Requirement for Hall 1 and 3.

“From galleries to government, curators to collectors there is genuine excitement that ART HK has put Hong Kong firmly on the international cultural map. We’re thrilled with the record visitor attendance and believe that the people of Hong Kong and the surrounding area are embracing the Fair and are intensely curious to learn and experience more about contemporary art.” Magnus Renfrew, the Fair Director of ART HK

This year’s Fair was sponsored by Deutsche Bank, who will continue to be the lead sponsor for ART HK 2012.

– Hong Kong, China

Please visit www.pico.com for more information.Edited, coordinated, designed and published by Pico Group. All rights reserved. No part of this publication may be reproduced in any form or by any means, including photocopying and recording without the written permission of the publisher. For information, please contact us at Pico House, 4 Dai Fu Street, Tai Po Industrial Estate, NT, Hong Kong SAR, or call us at 852 2665 0990, or email to corp.info@hk.pico.com.

IMAGEMAKER // SUMMER 20118

Defence Materiel Organisation at Australian International Airshow 2011

Pico was invited to design, build and project manage a 488 sq. m. booth for the Department of Defence.

In working with the requirements of the Defence Materiel Organisation (DMO), an eco-friendly and

bolder theme was used. Delegates and visitors to the stand felt more comfortable and exhibitors

had more space by integrating storage within the counter top spaces. The team also focused on

techniques that allowed a more flexible recycling and lightweight transportation techniques.

Leveraging their experience at leading air shows Pico subsequently created a double-storeyed structure

and creating floating timber flooring look with a vinyl floor tiles. While looking like timber, the tiling

does not chip or crack over reinstallations and is flexible to be trimmed or shaped with a penknife.

Exhibitor walls were made of Aluminium frames with fabric-fronted wall panels integrating a

rubberised lining that blocked out light. This cuts storage cost and transportation costs tremendously.

The team was also proud to be pointed out by the organisers as the safety benchmark for other

contractors creating double storey booths. As majority of the stand structure stand are made out of

aluminium frames, DMO will have cost efficiencies by simply “folding” its walls down and shipping

them to the venue for their next show.

“Our new stand looks fantastic!” Ms. Lara De Masson, DMO, Department of Defence

– Melbourne, Australia

The 14th International Exhibition of Food & Drink, Hotel, Restaurant & Food Service Equipment, Supplies & ServicesPraised as the premier global F&B platform for China and other Asia-Pa-

cific countries, the 14th International Exhibition of Food & Drink, Hotel,

Restaurant & Food Service Equipment, Supplies & Services (HOFEX 2011)

appointed Pico as its official contractor. In addition to building nearly

40 specially designed booths, we created an iconic image for countries

such as Spain and Italy at their national pavilions.

While many open-kitchen stands offered tastes of a wide range of

cuisines and product-services demonstration, the display squares and

culinary arenas proved most popular with foodies.

“I would like to address a special thank you to you and the Pico team

for the wonderful job done for our HOFEX booth.” Ms. Florence Anna,

Marketing Manager of MetaDesign

– Hong Kong, China

Pico Quarterly Customer Satisfaction SurveyWe are sincerely grateful to all our clients who have taken time to participate in our recent on-line customer satisfaction surveys. The prizes for

our 2011 second quarter survey lucky draws went to Sheikah Najla Al Khalifa of Clever Cupcakes Bahrain . Pico’s Corporate Customer Care Centre

treasures every opportunity to hear from valued clients like yourself. Should you have comments or suggestions you would like to convey to our

senior management team, please email your comments and insights to customer.care@hk.pico.com at any time.