Chic HK 2020 Leefstyl Handelsgeleentheid by Hong Kong Trade Development Council

Chic HK 2020 Leefstyl Handelsgeleentheid by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 A' Design Award in Yster in Geleentheid en Gebeurtenis Ontwerp Competition Category.

YsterGeleentheid· 2021

Chic HK 2020 Leefstyl Handelsgeleentheid

by Hong Kong Trade Development Council

Client: Hong Kong Trade Development Council

A' Design Award in Yster Winner in Geleentheid Category

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Verified Award Winner
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Colors

The Design

About Chic HK 2020 Leefstyl Handelsgeleentheid

Chic HK 2020 is 'n leefstyl handelsgeleentheid wat in Guangzhou, China, gehou is. Die geleentheid het 80 Hongkong-maatskappye gehelp om handelsmerkbewustheid op te bou en verbruikersreaksie in die Suid-Chinese mark te toets. Die visuele konsep meng tradisionele en vereenvoudigde Chinese karakters om 'n nuwe tipografie vir die geleentheidstitel te vorm. Drie primêre kleure is by die grafika gevoeg en gebruik om die verskillende leefstylsektore aan te dui. Die uitstalling het 9000 vierkante meter oor twee verdiepings beslaan en het vier dae lank geduur. 'n Groot grafiese voorstelling op die geglaasde voorgewel en 'n 3D-verwelkomingsagtergrond het besoekers verwelkom.

The Recognition

About the A' Design Award in Yster

Chic HK 2020 Leefstyl Handelsgeleentheid is 'n wenner van die A' Design Award in Yster, 'n prestigieuse erkenning wat toegeken word aan goeie ontwerpe wat voldoen aan die professionele en industriële vereistes wat van goed ontwerpte skeppings verwag word. Wenners in Yster toon groot vaardigheid, hoë spesialisasie, kundige begrip en die kreatiewe vermoë van hul skeppers. Daar word verwag dat Chic HK 2020 Leefstyl Handelsgeleentheid 'n hoog aangeskrewe, bewonderde en gekoesterde skepping is wat prakties en innoverend is. Hierdie ontwerp wat die A' Design Award in Yster gewen het, integreer die beste praktyke in die bedryf en het bekwame tegniese kenmerke gekoppel aan kundigheid en talent. Chic HK 2020 Leefstyl Handelsgeleentheid word gerespekteer vir sy deeglikheid en is ontwerp om verbeterings in lewensgehalte te bied wat help om die wêreld 'n beter plek te maak.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Chic HK event aided 80 Hong Kong companies to develop brand awareness and test local consumers response in the South China market of Guangzhou. The organizer required a design to highlight Hong Kong as one of the Asia most vibrant and unique lifestyle hub. Making use of 3 primary colours and intermixing traditional and simplified Chinese characters, a new visual concept was created for this inaugural promotional event.
Dimensions & Packaging: The exhibition area over 2 floors was 9000sqm. Outside the venue, a 27m high x 17m wide graphic sticker of the event title was placed on the glazed facade. Inside the concourse is a 3D welcome backdrop at 12m wide x 4.5m high. The exhibition hall features a 40m long spans of LED display units at the main entry aisle with 5m high booths constructed with metal frames, then spray painted finish or cladded with wooden slats. All lights were LED and flooring were carpeted mixed with floor stickers.
Tags: Trade, Hong Kong, Lifestyle, Expo, Typography, Chinese Characters, HKTDC, Design, Organiser, Chic, China
Production Technology: The glazed facade of the venue displayed a 27m high x 17m wide Chic HK graphic sticker. At the concourse, a 3D welcome backdrop at 12m wide x 4.5m high made of plywood, metal frame and vinyl graphics was placed. All the exhibition booths were constructed with metal frames and sprayed paint finish or cladded with wooden slats. All lights and acrylic lettering used LED lights. Featured inside the main hall, a 40m long x 6.5m wide corridor housed a straddled series of hanging LED units emitting images.
Design Challenge: The most challenging part was finding a design concept that could highlight HK brands and lifestyle to the local Guangzhou market. After analysing what makes Hong Kong culture unique and how it differs from other mainland Chinese cultures, we started to play on the different written Chinese characters along with added primary colours to formulate an overall new visual design. The colours also helped categorise the sub divide the various lifestyle sectors at the Chic HK event.
Research: After researching the Guangzhou consumer market, we played with the juxtaposition of traditional and simplified version of the written Chinese characters to create a new translated title for Chic HK. This new typography was a cultural way to convey the idea of familiarity yet refreshing twist to the event. From this, prime colours were added to make various visual elements pop-out. Providing a new visual communication to position the brands of HK being presented this event.
Inspiration: Inspiration stemmed from studying the written Chinese characters for Chic HK. Officially two forms of written Chinese, a traditional style used in Hong Kong and a simplified version used in mainland China. Both forms of writing were intermixed to create a new look in the Chinese calligraphy. Subsequently, 3 primary colours were added to make the graphic promotions visually pop out and these colours also help indicate the various lifestyle sectors at the event’s physical space.
Project Duration: The project duration was 3 months from initial briefing to onsite completion. It was located at the Nan Fung International Convention & Exhibition Center, Guangzhou, China and the event ran for 4 days starting from the 9 - 13 of January 2020.
Operation Flow: The first impression for the visitors began with a 17m (w) x 24m (h) graphic sticker of Chic HK at the exterior glazing of the venue. In the concourse, a 3D welcome backdrop for photo opportunities is placed. Inside the exhibition hall, a 40m (l) x 6.5m (w) x 5m (h) corridor with straddled LED units emitted graphic images created a more transformative spatial and visual experience. After this, the visitors would freely explore the colour coded booths and other facilities of the show.
Patents: Copyrights belong to Hong Kong Trade Development Council, 2020
Team Members: Jason Cheung
Dury Chin
Eddie Chak
Stephen Wong
Jeff Cheng
Carson Wong
Shirley Fung
Image Credits: Hong Kong Trade Development Council