Chic HK 2020 Evento comercial de estilo de vida by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 A' Design Award de Hierro in Diseño de Eventos Competition Category.
HierroEvento· 2021
Chic HK 2020 Evento comercial de estilo de vida
by Hong Kong Trade Development Council
Client: Hong Kong Trade Development Council
A' Design Award de Hierro Winner in Evento Category
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- Verified Award Winner
- Verify Award Status for #106403
The Design
About Chic HK 2020 Evento comercial de estilo de vida
Chic HK 2020 es un evento comercial de estilo de vida celebrado en Guangzhou, China. El evento ayudó a 80 empresas de Hong Kong a construir notoriedad de marca y a poner a prueba la respuesta de los consumidores en el mercado del sur de China. El concepto visual combina caracteres chinos tradicionales y simplificados para crear una nueva tipografía destinada al título del evento. Se incorporaron tres colores primarios a las gráficas, empleados para señalar los distintos sectores del estilo de vida. La exposición ocupó 9000 metros cuadrados distribuidos en dos plantas y se desarrolló durante cuatro días. Una gran gráfica sobre la fachada acristalada y un telón de fondo tridimensional de bienvenida recibían a los visitantes.
The Recognition
About the A' Design Award de Hierro
Chic HK 2020 Evento comercial de estilo de vida ha ganado el A' Design Award de Hierro, un reconocimiento prestigioso concedido a buenos diseños que cumplen los requisitos profesionales e industriales que se esperan de creaciones bien diseñadas. Los ganadores de Hierro demuestran gran habilidad, alta especialización, comprensión experta y capacidad creativa de sus creadores. Se espera que Chic HK 2020 Evento comercial de estilo de vida sea una creación muy apreciada, admirada y querida, práctica e innovadora. Este diseño ganador del A' Design Award de Hierro integra las mejores prácticas del sector y tiene características técnicas competentes unidas a conocimiento práctico y talento. Chic HK 2020 Evento comercial de estilo de vida es respetado por su minuciosidad y está concebido para aportar mejoras en la calidad de vida que ayudan a hacer del mundo un lugar mejor.
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
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