DESIGN BRIEF KINETIC SCULPTURE FOR EVENT IN CHINA

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DESIGN BRIEF KINETIC SCULPTURE FOR EVENT IN
CHINA

• BACKGROUND
• We are organising a series of thematic events in
  China for Martell XO cognac. The theme of the
  event is Shape Your World which aims to
  illustrate how our Martell XO consumers have the
  vision power to Shape The World with creative
  kinetic mechanical sculptures virtual reality
  interactive gaming experience that literally let
  our consumers experience the power to shape the
  world.
• The thematic event is designed to synergize with
  the advertising creative concept slogan Shape
  Your World (see Appendix for TVC frames event
  poster creative concept) to deepen consumer
  understanding of the brand values by providing a
  tangible experiential way for consumers to touch
  feel the brand.
• DESIGN REQUIREMENTS
• To design a kinetic sculpture with movements that
  will amaze consumers at the event.
• Preference for consumers to be able to interact
  with structure if possible to affect the movement
  of the sculpture e.g. insert rolling ball
  bearings, swing a pendulum, move a spoke, pour in
  liquid (that could be the same colour of cognac)
  etc.
• Key design elements Should be a mix of arch
  shape bridges spheres as key shapes, link to
  theme of Shape your world with global
  architecture icons
• Tone Metallic aspect, strong, masculine,
  powerful, contemporary, and must look feel
  luxurious.
• Colour Materials key colours are Martell Blue,
  platinum, cream (refer to Appendix on brand
  guidelines). Materials should look feel
  luxurious and not industrial. E.g. metallic parts
  should be a light pinkish platinum champagne gold
  instead of shiny silver or chrome colour must
  not feel like rough industrial material.
• Size sculpture will be displayed indoors within
  the lobby of a Karaoke bar. Maximum height 2.2m,
  floor space 8sqm.NOTE sculpture must be easy to
  transport between the 15 event venues. It must be
  able to be installed dismantled packed for
  transportation by local staff.
• Sound if there are mechanical movement sound, it
  needs to be part of the powerful luxury feel
  e.g. strong sound only during key bold movements.
  It should not be a continuous noise.

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DESIGN BRIEF KINETIC SCULPTURE FOR EVENT IN
CHINA

• TIMING
• Briefing to artists 23 - 25 Oct 06
• Design cost proposals from artists 26 Oct - 2
  Nov 06
• Commission artist, design development,
  confirmation of design 3 - 10 Nov 06
• Production 10 Nov - 10 Dec 06
• Freight custom clearance 11 - 20 Dec 06
• Installation test in China 20 Dec 06
• CONTACTS
• Jocelyn Yong
• Group Business Director
• TEQUILA\
• Email Jocelyn_at_tequila.com.cn
• DID 8621-63276018 ext. 172
• Mobile [phone]

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APPENDIX
Sculpture Idea - to have moving spokes that has
models of architectural icons around the world
within a transparent globe on an arch bridge.
Globe can be a 2D backdrop instead of a sphere if
production is a challenge. Note - this is just
an idea from the agency with no knowledge of
kinetic movements feasibility. Artists need to
develop alternative feasible designs.
Event Poster Creative Concept Power of MXO to
hold up the world - illustrated by the globe
with key architecture icons within that seems to
be suspended by the ray of lights emitting from
the MXO bottle
Martell XO TVC select frames - Note focus on
architecture arch shape.
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APPENDIX