In the spirit of Olympic endeavour, communications agency Imagination has taken a novel stance in its positioning of Samsung at the Beijing Olympics. In short, it’s turned the Samsung pavilion inside out, both as a concept challenge and as a reassessment of traditional Olympic marketing and overload, reports Kenza Darley (8 Aug '08)

Working with creative partners Cheil Communications Worldwide and Architectural Design and Research Institute of Tsinghua University, Imagination’s approach resulted in the imposing Olympic Rendezvous @ Samsung Pavilion, or OR@S.

“We teamed the Olympic spirit of global union alongside the social and inclusive aspects of Samsung’s brand to create the OR@S,” says Sally Crabb, Imagination’s Creative Director for Sports and Entertainment. “The structure of the pavilion is  essentially a building turned inside out and, as a result, it’s completely committed to welcoming all visitors and athletes in the Olympic Green. We’ve taken a brave step with the OR@S, as there are no external marketing messages or pressure placed on visitors to try or buy products. Instead we’ve taking a completely new approach with the brand, inviting visitors to come and have fun with Samsung and enjoy the Olympics together,” continues Crabb.

Imagination’s record of successfully role-playing its audience drove the concepts and designs for the OR@S. “From our previous experience working on other Olympic programmes, we knew it is important to focus on what consumers want to experience at an Olympic event,” says Crabb. “In keeping with Samsung’s inclusive and social values, we created an environment for both visitors and athletes to hang out together, while respecting the privacy athletes need to focus on their sporting activities. Therefore areas were developed where athletes can enjoy the facility in private, while still look out and be included with visitors to the OR@S.”

Imagination also designed the building green from the outside in, tying environmental priorities of both the Beijing Olympics and Samsung to the development of the structure.

Working with the Architectural Design and Research Institute of Tsinghua University, who are known for their expertise in green technology, resources such as natural lighting, recycled materials and energy saving techniques for ventilation, lighting and power were incorporated into the structure.

RK  _________________________________________