Northstar

NEWSLINE | HOT IDEAS | Words Esther Faith Lew 10 Jan-Feb 2016 meetings & conventions • mcmag-asia.com A business hotel with a difference, PARKROYAL on Pickering has made creative use of its space since its opening in 2013. From the suites to the pool area, the events team has transformed its space into art galleries, film production sets and even created a coffee break menu that became edible memorabilia, to name a few. The home-grown Art Apart Fair has held seven editions of its hotel art at the hotel, showcasing the works of artists from Japan, Korea, Vietnam, Cambodia, Indonesia, Russia, Germany and Singapore in an unconventional way. This three-day fair has occupied the entire level 14 of the hotel, including the Presidential Suite and rooms. Each individual space became a themed gallery that encouraged an immersive art appreciation experience. Potential buyers were also able to better envision art pieces in their homes. One of the themes was Street Art, and blank paper sheets were put up along the walls of the corridor on level 14, allowing visitors to express their interpretations of urban art. Such creative activity piqued the interest of visitors and hotel guests. On another occasion, PARKROYAL on Pickering served as the "home base" for a Hollywood film crew and cast for almost two POP ART Coca-Cola- inspired cupcakes A hotel transformed into an art gallery An artistic space at the Garden Terrace; An expansive lobby area that brings in the outdoors Where art thrives PARKROYAL ON PICKERING GETS CREATIVE WITH ITS SPACE months. Spy action movie Agent 47 was shot in Singapore by 20th Century Fox, together with Infinite Frameworks Pte Ltd. During that time, level 14 was again converted; this time into a mini production base. Several scenes were shot in the Executive Suites while other rooms were transformed into meeting spaces and make-up studios. Filming also took place at level 5, while the Garden Terrace was converted into a hospitality zone for the crew to rest. The team undertook a project that involved immense operational fluidity as well as flexibility to make use of conventional facilities in a creative manner. When it comes to being creative with meeting functions, the F&B team too did their part in customising menus to suit corporate themes, such as the one for Pacific Refreshments Pte Ltd, a subsidiary of The Coca-Cola Company. For the company's annual Supply Chain Council meeting, the hotel created coffee breaks with a special menu of Coca-Cola-infused cupcakes and tiramisu. Food displays were also created with Coca-Cola memorabilia, injecting a strong sense of branding into the function.

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