Fer Événement · 2021
Chic HK 2020 Salon professionnel de l'art de vivre
by Hong Kong Trade Development Council
- A' Design Award de Fer 2021 in Événement
- CLIENT: Hong Kong Trade Development Council
- Estimated Number of Design Views: 19,158
- Verification code C8EA158895 · Verify this award
Colors
About Chic HK 2020 Salon professionnel de l'art de vivre
Chic HK 2020 est un salon professionnel dédié à l'art de vivre qui s'est tenu à Guangzhou, en Chine. L'événement a permis à 80 entreprises hongkongaises de développer la notoriété de leur marque et de tester les réactions des consommateurs sur le marché de la Chine du Sud. Le concept visuel mêle caractères chinois traditionnels et simplifiés pour créer une typographie inédite pour le titre de l'événement. Trois couleurs primaires ont été intégrées au graphisme et utilisées pour signaler les différents secteurs de l'art de vivre. L'exposition s'étendait sur 9 000 mètres carrés répartis sur deux étages et s'est déroulée pendant quatre jours. Un grand graphisme apposé sur la façade vitrée et un décor d'accueil en 3D accueillaient les visiteurs.
About the A' Design Award de Fer
Chic HK 2020 Salon professionnel de l'art de vivre est lauréat de l'A' Design Award de Fer, une reconnaissance prestigieuse décernée à de bons designs qui répondent aux exigences professionnelles et industrielles attendues de créations bien conçues. Les lauréats Fer démontrent la grande compétence, la haute spécialisation, la compréhension experte et la capacité créative de leurs créateurs. Chic HK 2020 Salon professionnel de l'art de vivre est censé être une création très estimée, admirée et chérie, pratique et innovante. Ce design lauréat de l'A' Design Award de Fer intègre les meilleures pratiques de l'industrie et présente des caractéristiques techniques compétentes associées à un savoir-faire et à du talent. Chic HK 2020 Salon professionnel de l'art de vivre est respecté pour sa rigueur et est conçu pour apporter des améliorations de la qualité de vie qui contribuent à faire du monde un monde meilleur.
Press Kit
- 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
- Image Credits
- Hong Kong Trade Development Council
