1. Treasures of the Silk Road Mall Wide Activation CASE STUDY

2. We des In the following presentation we have highlighted a very successful mall wide promotion. We work with most of the major malls in the UAE, and others throughout the GCC, creating memorable, attractive, interactive, engaging mall promotions, launches, seasonal entertainment and decor concepts. This case study is just one of many mall promotions & activations we have delivered turnkey. This case study is intended to demonstrate our ability to take a brief and create a mall wide activation/promotion that fulfils the clients requirements and exceed their expectations.

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4. We des Invent is a comprehensive full service event management, production and consulting company, headquartered in the UAE. We specialize in the creation of events and innovative event production solutions as well as being the exclusive events, stage show and live event activation partners for a number of leading international brands & characters for the region. ABOUT US Since 2009 we have built an enviable reputation in the Middle East events industry for delivering the most creative and original concepts. We pride ourselves on being able to make almost anything happen for our clients, turning dreams into reality. The senior management team bring over 40 years of combined experience to the event industry in the UAE, GCC and other international locations and are often called upon by other industry specialists to solve specialist or technical issues or provide complete original concept solutions from design to install and operation. Our services cover a wide range of needs, from full service corporate and special events, promotions and themed décor and props fabricated by our own team, to live touring productions and entertainment provision, staging and branded license activation’s for public, corporate and Royal events. Having access to the best specialist stage and event theme designers, engineers, fabricators, sculptors, carpenters, lighting and sound technicians, as well as an experienced management team to oversee implementa-tion, Invent can conceptualize, design, fabricate, source and project manage your event requirements ensuring delivery on budget, on time and according to brief.

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7. We des TREASURES OF THE SILK ROAD The Brief & Objectives The brief was to create a concept that represented the variety of products and services featured in the mall, was cost effective over a long period of time (6 weeks over the summer) and would take people into the new extension of the mall which had just opened. Big Idea Take a journey from East to West down the Historical Silk Route. How did we execute it & resources allocated Initially we conducted extensive research on the trading that took place along the silk road/route. What was traded from China in the East and, in turn, what went West. We also focused on the main trading cities in- between. With our own workshops we were able to create all the elements of the promotion including the pavilions arches, games, costumes (for the customer service staff managing and protecting each of the pavilions), signage, graphics etc. Our sourcing team then worked with the mall to approach existing tenants to loan products for display or into Dubai’s historic souks and markets to source props and accessories. The Outcome the following slides represent the outcome both in terms of what our initial proposal covered and then images of the actual promotion. Introduction

8. We des The Initial Proposal

9. T he S ilk R oad A journey of discovery at Wafi City TREASURES OF THE SILK ROAD

10. T he S ilk R oad Ground Floor TREASURES OF THE SILK ROAD

11. T he S ilk R oad First Floor TREASURES OF THE SILK ROAD

12. T he S ilk R oad Promotion mechanism The entire Mall essentially represented a map of the routes of the Silk Road with welcome arches at each entrance to direct consumers to the start zone of the promotion. 7 Arches were placed at each of the entrances to the Mall. Each arch was themed to the particular geographical area immediately adjacent to it. The arches were: Chinese Russian Mongolian Tibetan Indian Sri Lankan Venetian Signage about the promotion was hung on or displayed adjacent to these arches TREASURES OF THE SILK ROAD

13. T he S ilk R oad Chinese Arch Russian ArchMongolian Arch Tibetan Arch Indian Arch Sri Lankan Arch Venetian Arch TREASURES OF THE SILK ROAD

14. T he S ilk R oad Promotion mechanism 5 key Pavilions within the Mall will represent the major trading posts on the route. The Pavilions will depict the style and culture of each area and attracted guests to view details and demonstrations typical of that region The Pavilions were: China India The Middle East Russia Venice These 5 areas represented the key display features and were INTERACTIVE TREASURES OF THE SILK ROAD

15. T he S ilk R oad Chinese PavilionIndian Pavilion TREASURES OF THE SILK ROAD

16. T he S ilk R oad Middle East Pavilion In addition to the central pavilion, additional could be added to form a souk where traders and craftsmen from the new Khan Murjan mall extension could sell and demonstrate their traditional products or techniques. Examples include: Henna candle making Spice and herb seller Home-made soaps Other small trinkets TREASURES OF THE SILK ROAD

17. T he S ilk R oad Russian PavilionVenetian Pavilion TREASURES OF THE SILK ROAD

18. T he S ilk R oad Promotion mechanism The 5 major display features were then linked by way of large scale floor stickers running through the mall to represent the route of the Silk Road from China to Europe. (Some 2,130 m through the mall). All signage was in English & Arabic TREASURES OF THE SILK ROAD

19. T he S ilk R oad Promotion mechanism At points of historical or geographic important large scale display boards were then placed as Information Stations. ( Again in English & Arabic). TREASURES OF THE SILK ROAD

20. T he S ilk R oad Pavilion content Within each pavilion, the activities will be based around static displays Historical items and facts about silk and the Silk Road Mall tenant related displays Simple craft activities for consumers Demonstrations at key times Interactive elements can include: Games Calligraphy Herbal and traditional homeopathic sampling A redemption mechanism will enable consumers to participate by gathering answers from each display, allowing them to enter a prize draw to win prizes. TREASURES OF THE SILK ROAD

21. T he S ilk R oad TREASURES OF THE SILK ROAD Pavilion content

22. T he S ilk R oad Pavilion content TREASURES OF THE SILK ROAD

23. T he S ilk R oad TREASURES OF THE SILK ROAD Pavilion content

24. T he S ilk R oad Costume displays The mall staff member responsible for each of the Pavilions will be dressed in an authentic looking example of a costume of the time from the particular location. Additional costumes will be displayed on Manikins. Pavilion content TREASURES OF THE SILK ROAD

25. T he S ilk R oad Games The opportunity for Mall visitors to try their skills at some of the ancient traditional games from the time or region. The game is time-based, Players score points by knocking balls into the holes at the other end of the table while avoiding three "not-to-be-toppled" skittles near the high-scoring holes and the rules are such that games are frequently decided by the last ball on the table. Russian Billiards - Russia Pavilion content TREASURES OF THE SILK ROAD

26. T he S ilk R oad Pavilion content Games – Bao Mancala - China One of the oldest games in the world with variations played all over the world. Throughout Africa, the West Indies, India and Arabia literally hundreds of variations exist. There are also versions in India, Sri Lanka, Indonesia, Malaysia ("congkak", pronounced Chon-ka) and the Philippines. TREASURES OF THE SILK ROAD

27. T he S ilk R oad Pavilion content Games – Mini Golf - China Chuiwan was a game in ancient China and is claimed by some to be the origin of golf. Golf like ball game first recorded in Chinese records as early as 10th century. A mini ‘Crazy Golf’ course could be set up with ancient monuments and features forming part of the obstacles and the displays TREASURES OF THE SILK ROAD

28. T he S ilk R oad Pavilion content Games – Pashisi - India Pachisi, also known as "Twenty Five", is the national game of India and has been played there for millennia. The name comes from the Indian word "pacis" which means twenty five, the highest score that could be thrown with the cowry shells. The Indian Emperor Akbar I of the 16th century Mogul Empire, apparently played Chaupar on great courts constructed of inlaid marble. He would sit on a Dias four feet high in the centre of the court and throw the cowry shells. On the red and white squares around him, 16 beautiful women from the harem, appropriately colored, would move around according to his directions. Remains of these boards can be seen today in Agra and Allahabad TREASURES OF THE SILK ROAD

29. T he S ilk R oad Pavilion content Games – Indian Skittles - India Just like full alley skittles, each player has three attempts to knock down the skittles. The ball is swung around a pole toppling the skittles upon its return. A game of great skill or just good old fashioned fun for children and adults. TREASURES OF THE SILK ROAD

30. T he S ilk R oad Pavilion content Games – Backgammon or Nard – Middle East The ancient Egyptian game senet resembled backgammon, with moves controlled by the roll of dice. The Royal game of Ur, played in ancient Mesopotania, however, is a more likely ancestor of modern tables games. Excavations at the “Burnt City" in Iran showed that a similar game existed there around 3000 BC In the 11th century Shahnameh ("The Book of Kings" or "The Epic of Kings", an enormous poetic opus written by the Persian poet Ferdowsi around 1000 AD and is the national epic of the Persian speaking world credits Burzoe (a famous Iranian statesman and physician of the Sassanid era of the Persian Empire in the sixth century) with the invention of the tables game nard in the 6th century. He describes an encounter between Burzoe and a Raja visiting from India. The Raja introduces the game of chess, and Burzoe demonstrates nard, played with dice made from ivory and teak]] TREASURES OF THE SILK ROAD

31. T he S ilk R oad Interactive elements - Calligraphy Pavilion content TREASURES OF THE SILK ROAD

32. T he S ilk R oad Interactive elements - Herbal and traditional homeopathic sampling Pavilion content TREASURES OF THE SILK ROAD

33. We des The Result

34. T he S ilk R oad TREASURES OF THE SILK ROAD PROMOTION IMAGES – In Mall Advertising

35. T he S ilk R oad PROMOTION IMAGES – In Mall Advertising TREASURES OF THE SILK ROAD

36. T he S ilk R oad PROMOTION IMAGES – Entry Arches TREASURES OF THE SILK ROAD

37. T he S ilk R oad A competition was run whereby mall visitors were encouraged to follow the silk road around the mall and answer questions to enter a draw to win a major prize. The answer were with the facts depicted on information stations PROMOTION IMAGES – Information Stations TREASURES OF THE SILK ROAD

38. T he S ilk R oad PROMOTION IMAGES – Competition Prizes Display TREASURES OF THE SILK ROAD

39. T he S ilk R oad PROMOTION IMAGES – Pavilions TREASURES OF THE SILK ROAD

40. T he S ilk R oad PROMOTION IMAGES – Pavilions TREASURES OF THE SILK ROAD

41. T he S ilk R oad PROMOTION IMAGES – Pavilions TREASURES OF THE SILK ROAD

42. T he S ilk R oad PROMOTION IMAGES – Pavilions TREASURES OF THE SILK ROAD

43. T he S ilk R oad PROMOTION IMAGES – Pavilions TREASURES OF THE SILK ROAD

44. T he S ilk R oad PROMOTION IMAGES – Pavilions TREASURES OF THE SILK ROAD

45. T he S ilk R oad PROMOTION IMAGES – Games TREASURES OF THE SILK ROAD

46. T he S ilk R oad PROMOTION IMAGES – General mall décor and signage TREASURES OF THE SILK ROAD

47. We des Find out how you can help now! “No one can do everything but everyone can do something!” Become a part of our community now, every little helps! At Invent we believe that our activities should ideally benefit the less fortunate in our community. Our Outreach Programme, in association with non-profit making organization Volunteer in UAE, can do just that for little or no effort on behalf of our clients. It could be as simple as inviting all attendees at an event to bring their unwanted books and we will create a fun competition to guess the number of total pages donated to win a spot prize. All the books would then be donated to a good cause. We welcome the opportunity to discuss the ways together we can help our community. OUR COMMUNITY OUTREACH PROGRAM

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