Chic HK 2020 Bizimodu Merkataritza Ekitaldia by Hong Kong Trade Development Council

Chic HK 2020 Bizimodu Merkataritza Ekitaldia by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 Burdinazko Saria A' Design Award in Ekitaldi eta Gertaera Diseinua Competition Category.

BurdinaEkitaldia· 2021

Chic HK 2020 Bizimodu Merkataritza Ekitaldia

by Hong Kong Trade Development Council

Client: Hong Kong Trade Development Council

Burdinazko Saria A' Design Award Winner in Ekitaldia Category

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Colors

The Design

About Chic HK 2020 Bizimodu Merkataritza Ekitaldia

Chic HK 2020 Txinako Guangzhou hirian egindako bizimodu merkataritza ekitaldi bat da. Ekitaldiak Hong Kongeko 80 enpresari lagundu zien marka ezagutarazten eta Txinako hegoaldeko merkatuan kontsumitzaileen erantzuna probatzen. Kontzeptu bisualak txinatar karaktere tradizionalak eta soildutakoak nahasten ditu, ekitaldiaren izenburuarentzako tipografia berri bat sortzeko. Hiru kolore nagusi gehitu zitzaizkien grafikoei, bizimodu-sektore desberdinak bereizteko erabiliak. Erakusketak 9.000 metro koadro hartu zituen bi solairutan zehar, eta lau egunez iraun zuen. Fatxada beiraztuko grafiko handi batek eta 3D ongietorri-hondo batek hartu zituzten bisitariak.

The Recognition

About the Burdinazko Saria A' Design Award

Chic HK 2020 Bizimodu Merkataritza Ekitaldia Burdinazko Saria A' Design Award irabazlea da, ondo diseinatutako sorkuntzetatik espero diren eskakizun profesional eta industrialak betetzen dituzten diseinu onei ematen zaien aitorpen prestijiotsua. Burdin-mailako irabazleek beren sortzaileen trebetasun handia, espezializazio handia, adituen ulermena eta sormen-gaitasuna erakusten dituzte. Chic HK 2020 Bizimodu Merkataritza Ekitaldia oso estimatua, miretsia eta maitea den sorkuntza izatea espero da, praktikoa eta berritzailea dena. Burdinazko Saria A' Design Award irabazi duen diseinu honek sektoreko praktika onenak integratzen ditu eta know-how-ari eta talentuari lotutako ezaugarri tekniko gaituak ditu. Chic HK 2020 Bizimodu Merkataritza Ekitaldia zehaztasunagatik errespetatua den lana da, eta mundua leku hobea egiten laguntzen duten bizi-kalitatearen hobekuntzak eskaintzeko diseinatua dagoena.

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