26th Annual Midea Technology Forum

Every year, global technology group Midea gathers employees and its latest products together for Annual Midea Technology Forum. For the 26th edition in 2021 at the Foshan Shunde Midea Global Innovation Centre, however, the programme of the event was further expanded, for the first time showcasing all five of the brand’s business segments – Smart Home, Electromechanical Industry, Building Technologies, Robot Industry and Digital Innovation Business – and their leading-edge technologies, as well as hosting an awards ceremony to incentivise future innovation.



Pico was appointed by Midea to activate the event with services including event management, design and build, multimedia design and production for the physical exhibition, and the production of an online Technology Forum website.

In addition to designing and building the 8,000 sq. m. physical exhibition venue, the Pico team provided management services and produced promo videos and photos of prize winners at the award ceremony.

For the online elements, Pico designed and developed the Technology Forum website, a 360 degrees virtual showroom, conveying the event’s ‘technology leadership, industry breakthrough’ theme through its immersive user experience.

The experience included audio-video introductions for each of Midea’s business segments and their products. Guests at the offline event could use the website to expand their knowledge of the brand’s products and research, while those who could not attend physically could explore the site’s features much as they would a physical exhibition.

As an added attribute of the integrated format, the website event continued for far longer than its physical equivalent, increasing the scope for first-time visits as well as repeat and return visits by users wishing to explore at their own pace.