Canon Focuses on Image
MC2 and the 2010 Canon Expo
by Caroline Meyers, MC2 Creative Services
Every five years, Canon holds a colossal exposition showcasing its entire portfolio of existing technologies — from cameras to printers to medical devices to video and more — while giving attendees a sneak peek at future products. Due to the sheer size of this year’s Canon Expo New York, a worldwide council of Canon partners in advertising, marketing and public relations conducted its planning and strategy. And while one design firm was hired to create the look and feel of the event, the execution required the talents and expertise of contractors specializing in lighting, rigging, A/V and a variety of other areas.
The 2010 Canon Expo was designed to include 11 environments, each fabricated and installed by trade show specialists. Initially, Canon commissioned event, exhibit and environment leader MC² to fabricate and install two sections — The New York Experience, complete with a mock Rockefeller Center ice rink, and The Journey of the Image, a functioning fashion catwalk — sharing the design with several other companies.
But two weeks before the scheduled opening of the expo, MC² was asked to take over the general contracting duties for the 150,000-square-foot private event — and became responsible for the installation of the entire show. “We’ve handled multithousand-square-foot projects before,” recalls Richard Rubio, MC2 Northeast division president, “but the sheer magnitude and breathtaking pace required to make this expo happen was remarkable.”
With so little time to execute the event build-out, the project required exacting coordination among all those involved. MC² developed and managed a multitiered plan that guaranteed a rock-solid timeline. Then, to get the job done, the company brought in almost 80 managers, including 25 project managers, from all over the country. Together with 250 on-site installers, they worked round-the-clock shifts to bring the massive project to life — on deadline. “What I saw on the show floor was a group of people who, regardless of their respective companies, all pulled together like one team,” Rubio notes.
The expo experience
Held at the Jacob K. Javits Convention Center in New York City, the expo featured thousands of Canon products under the event theme, We Speak Image. The products were matched with real-life applications such as real-time 3-D broadcasts with a Hollywood TV set.
The journey through Canon’s world began at the central hub that served as the compass for a circular floor plan. Eleven tech zones branched off the hub, leading the more than 8,000 visitors on immersive brand experiences with engaging multimedia and powerful demonstrations. For example, The New York Experience placed attendees at the ice rink at Rockefeller Center. At The Journey of the Image, visitors became photographers at a high-end fashion runway show. With Canon gear and technology set up around the replicated scenes, guests snapped pictures of models as they strutted their stuff down the catwalk or filmed ice skaters gliding by on the rink.
The expo’s elaborate yet simple design concept illustrated the power and sophistication of Canon and the wide range of its products. As general contractor, MC² handled not only the event build-out, but show logistics and floor management as well. The result was a remarkable event — a true exploration into the innovative world of Canon, executed with precision and finesse.
For panoramic views of the Canon Expo, visit http://www.mc-2.com/CanonExpo2010Flash.