GE Olympics – Rio 2016

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.

Press & Awards

The Challenge

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.


Insights & Outputs

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:

  • An immersive LED tunnel formed the entry experience to the activation hub. As visitors walked through the tunnel, Sub Rosa-designed animations and voiceover brought to life the overarching GE Digital Industrial narrative.
  • A simulated experience provided visitors with an aerial showcase, exploring the breadth of industries that GE powers in Rio de Janeiro. An interactive touchscreen featured footage taken from around the city and allowed visitors to virtually explore multiple industries on a navigational map of Rio.
  • An original interactive canoe sprint game, where players, immersed in simulated water, utilized motion-operated paddles to compete in a 200-meter race. The one-of-a-kind experience paid homage to the GE-designed Canoe Training app and utilized the GE Predix platform, which was built to analyze athlete performance data during training for the Games.
  • A virtual GE Store experience, housed in a customized setting, which utilized GE’s VR content and HTC Vive technology to allow attendees an immersive look at the world of Digital Industrial.


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.

"Our customers left more impressed than ever about our speed of transformation and magnitude of capability."
- Senior Executive,
GE Current