FOOTBALL POP UP PARTY 
PUMA chose Shanghai as the location to unveil its show-stealing new Manchester City’s 2019/20 Season Third Kit. Pure took this event from being just another launch to being a city moment for both football fans and the uninitiated. A city-wide football party in Shanghai kicked off Manchester City's four-match pre-season tour of Asia, pulling together the Bund, the Hongkou Stadium and HKRI Taikoo Hui for the ride. 

This was a classic example of Pure's project management prowess making it possible to conduct several simultaneous activations at once to create a greater holistic spectacle.

A FOOTBALL MOMENT BECOMES A CITY MOMENT
With the roof of the Peninsula Hotel providing an outstanding backdrop for the launch moment, the party was a dazzling combination of fashion, music, dance and other elements, immersing the city in hues of the football club and its new kit design. Performances from the PUMA Hustle Crew, Ye Ziming, DJ Xanthaus Bae and Danny kept energy levels high for the dazzling unveiling ceremony against the skyscraper skyline backdrop.

MANCHESTER MEETS SHANGHAI - CONTENT CREATION
The event location served a dual purpose - aside from hosting the launch party, The Peninsula also provided the perfect location to bring the players, the new kits and the city of Shanghai all together. Using the hotel's helipad, which posts epic 360 degree views, drones were used to create a range of content that celebrated the launch moment in style. This is a testament to Pure's unique perspective, always considering an event as more than just an event, and plugging in new ways to create more buzz and richer, deeper content for communications work.

彪马选择在上海发布其备受瞩目的曼彻斯特城足球俱乐部2019/20赛季全新第三客场球衣。Pure把这个活动从一个普通的发布活动打造成了一个对球迷和外行人来说都有意义的城市时刻。这场在上海举办的足球盛宴拉开了曼城在亚洲的四场季前巡回赛的序幕，本次足球盛宴分别在外滩、虹口体育场和上海兴业太古汇上演。
本次项目是Pure项目管理的又一代表案例，Pure有能力同时进行多个活动，打造了一个全方位的活动。
 
PUMA日前在上海举办的足球派对上正式揭晓曼彻斯特城足球俱乐部2019/20赛季全新第三客场球衣，启程曼城在亚洲的四场季前巡回赛。
 
足球时刻变成了城市时刻
上海半岛酒店的屋顶为活动开幕提供了一个绝佳的场景。这是一场集时尚、音乐、舞蹈和其他元素为一体的盛宴，将城市沉浸在足球俱乐部及其最新设计中。在天际线的背景下，《美洲狮》剧组、叶子明、DJ Xanthaus Bae和Danny的表演振奋了在场的嘉宾们。
 
当曼彻斯特遇见上海 — 创造内容
除了在多处场地共同举办不同的发布会之外，上海半岛酒店以其优越的地理位置，为球员、新球衣和上海提供了绝佳的场地。酒店的直升机停机坪可以提供360度的全景视野，用无人机制作了一系列精彩内容，以时尚的方式庆祝这一难忘时刻，这又是一个Pure拥有独特视角的证明。Pure不会仅仅将一个事件看做为一个单独个体，而是以一个新的方式为传媒业创造更多的热点和更丰富、更深入的内容。

FANZONE IN THE HEART OF THE CITY
A specially constructed fanzone featured a range of Manchester City interactions including a digital jersey photo screen, player meet-and-greets, and a trophy display. Crowds swarmed to get a glimpse of their favourite players as well as a experiencing the thrill of football culture from a range of angles.

DIGITAL MEETS REAL WITH E-GAMING
Sport's relationship with the virtual world continues to grow closer, and Manchester City is no exception. A sprawling e-gaming arena in the heart of HKRI Taikoo Hui showcased a range of mobile and online games for visitors to try out, learning more ways to engage with the sport than casual spectating or physical exertion. Live competitions drew in the energy throughout the two-day event.

闹市中心的粉丝区域
Pure为本次活动特别建造的数个球迷区，每个区域都设有一系列曼城的互动活动，包括电子球衣照片屏，球员见面与相互问候，现场还展示了数个奖杯。粉丝结伴前来围观他们最喜欢的球星，并从各个方面体验足球文化带来的刺激。
 
数字科技与电子游戏相遇
体育与虚拟世界的关系日益密切，曼城也不例外。Pure在PUMA在位于上海兴业太古汇中心地带搭建了一个大型电子游戏场地，展示了一系列手机和网络游戏，供游客试玩，让他们参与到游戏的乐趣中，而不只是围观现场活动。
​为期两天的比赛为活动注入了能量。
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FORMULA ONE CITY CELEBRATION //F1赛车首次驰骋在上海街头

Formula One celebrated its 1000th world championship race at the Chinese Grand Prix in Shanghai. To celebrate this history-making moment, the first ever event of its kind was held at Shanghai’s Xintiandi.

This actually represented a journey between Pure and F1 that was years in the making, highlighting Pure's oft-felt long term view when it comes to client relationships. Two years prior, for a scene-stealing Heineken-led F1 event, Pure had cemented itself as a strong partner for massive-scale events. The following year, Pure worked directly with F1, putting together China's first city Fan Festival. This third event in Xintiandi raised the bar again, with unparalleled complexity in local authority approval, security and health and safety, logistics, talent management, sponsor management... not to mention all of the production, AV, catering and other often-necessary event services.

The track was packed with an all-star cast of diginataries, celebrities and sports stars. Ying Yong, Mayor of Shanghai, together with World Champion and Olympic Gold Medalist Liu Xiang, came to witness the historic moment. China's first world-class F1 driver Zhou Guanyu, a Shanghai native, was invited to demonstrate his outstanding racing skills on the track with his E20 racing car.

The glamour of F1 was not limited to the track - but shined out to every corner of the city. In order to create a full range of immersive experiences for F1 fans, PURE actively negotiated and communicated closely with the local government and related parties to ensure an unprecedented street closure plan around Xintiandi, transforming the ordinary streets into a spectacular "street circuit".With the launch of the 2019 Formula 1 Heineken Chinese Grand Prix, this global event has reached its 1,000th milestone. To celebrate this historic occasion, F1 cars were also demonstrated on the streets of Shanghai for the first time.



近日， F1史上第1000站赛事落“沪”中国，为了庆祝这一历史性的时刻，“喜力F1上海嘉年华” F1中国首场路演在上海新天地精彩启程。
 
这不仅展现了数年间Pure和F1之间的精彩旅程，还突出了Pure在维护客户关系方面的的卓越表现。两年前，Pure通过由Heineken主导的全城瞩目F1赛事巩固了作为大型赛事强有力的合作伙伴地位。在此之后的一年里，Pure更是直接与F1合作，举办了中国首场城市粉丝庆祝活动。今年在新天地举办的第三次活动上，Pure再次将活动标准提高了一个台阶，成功地应对了地方政府审批、安全卫生、物流、人力、赞助商、活动制作、AV、餐饮以及其他复杂的问题。
 
赛道上星光闪耀，不仅有上海市市长应勇先生亲临，还有世界冠军刘翔前来助阵。作为地地道道的上海人，中国首位世界级F1车手周冠宇也驾驶E20跑车应邀在赛道上一展车技，在观众中掀起一阵狂潮。
 
F1的魅力不仅仅局限于赛道，更应该被带到城市的各个角落。为了给F1车迷打造全方位的沉浸式体验，PURE团队积极与市政府及相关单位协商沟通新天地的街道封路事宜，将普通街道化身为“街头赛道”。即使是无法亲临现赛事现场的车迷，也能亲身感受F1呼啸而过的刺激。随着2019喜力F1中国大奖赛的开启，这场令世界瞩目的全球盛典也迎来了它第1000站的里程碑时刻。为了欢庆这一时刻，F1赛车也首次驰骋在上海街头。

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From a event management perspective, this event was significant for several reasons:

ACHIEVING THE 'IMPOSSIBLE'
Agency partners and peers keep asking Pure "how did you do it?" The very idea of closing down a street in Shanghai, one that is usually open to car traffic, is unheard of for a commercial event. Pure dared to attempt the difficult, we did our homework properly, we leveraged strong partners, and we made the impossible come true.

THE CITY'S PARTY
A free outdoor event open to the public featuring Grade A local and international celebrities? Many events agencies in China would consider it a recipe for disaster. Approvals, security, not to mention neighbourhood noise complaints... but with thorough planning, intuitive design and by-the-book management, the event went impeccably smoothly.

MULTI-LAYERED PROJECT MANAGEMENT
An event on this scale requires consummate management of every last detail. In terms of project management, the event was compartmentalised to include multiple interaction areas and a live stage, as well as a street race track. Simultaneously main sponsor Heineken held a huge-scale private event in a separate tented space for the duration of the two days, as well as a Fanzone at the actual F1 racetrack in Jiading. Pure demonstrated once again the planning skills, capacity, and resolve to tackle each and every component with the same level of attention and care. 

从活动管理的角度来看，本次活动有以下几个重要的高光时刻：
 
将“不可能”变为可能
一直有合作伙伴和同行在问“你是怎么做到的?” 在上海，封路来举办商业活动的想法是闻所未闻的。Pure敢于尝试应对各种挑战，我们做足了准备，我们与强大的合作伙伴紧密合作，将不可能的事情变为了现实。
 
闹市区的大型Party
一场面向公众开放，云集众多本地和国际顶级明星的免费户外活动对于很多中国的许多活动公司来说会被认为是一场灾难。取得政府批准，安全性，更不用说居民对的噪音投诉等种种困难……Pure凭借周密的计划、直观的设计和照章办事的管理，将活动顺利进行，无可挑剔。
 
多层次的项目管理
如此大规模的活动需要对每一个细节进行完美的管理。在项目管理方面，活动被划分为多个互动区域和一个现场舞台，以及一个街道赛道。与此同时，主要赞助商喜力在一个单独的舞台中举办了一场为期两天的大型的专场活动。Pure再次展现了对每一个环节的规划和管理才能。
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