As a major sponsor of the 2016 Olympic Games, GE contributed vital infrastructure for the Games across Lighting, Energy Management, and Healthcare. GE’s Global Research Centre in Rio formed a hub for the brand's bespoke customer tours. It was here that Sub Rosa was tasked with conveying GE’s support of the Games and the global impact of their core brand pillars, the GE Store, and Digital Industrial.
GE engaged Sub Rosa to demonstrate to a VIP customer audience how GE is powering the world, both at the Olympic Games in Rio and beyond. GE also sought to inform and inspire this audience through the transformation and impact of the GE Store and Digital Industrial.
Working alongside the GE team, Sub Rosa’s strategy, spatial design, technology, media arts, and activation experts created a holistic experiential space at the Rio Global Research Center. This included spatial and environmental design inspired by GE’s newly launched brand guidelines and the architecture of the Global Research Center itself. Experiences within the activation included:
These interactive experiences were designed to illustrate the universal application of the GE brand pillars and to generate new content which has been leveraged by GE outside of Brazil, sparking a global network effect. Guests came away with an understanding and appreciation that, as the world’s first and greatest Digital Industrial company, GE brings together brilliant machines, data, insights, and people to drive real-time connectivity and data intelligence through a digital thread.
The invitation-only experience received more than 800 guests and 7000 views of the content created across the duration.