Chic HK 2020 Kev Lag Luam Kev Ua Neej by Hong Kong Trade Development Council

Chic HK 2020 Kev Lag Luam Kev Ua Neej by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 A' Design Award Hlau in Tsim Kev Tshwm Sim thiab Kev Ua Koob Tsheej Competition Category.

HlauKev Tshwm Sim· 2021

Chic HK 2020 Kev Lag Luam Kev Ua Neej

by Hong Kong Trade Development Council

Client: Hong Kong Trade Development Council

A' Design Award Hlau Winner in Kev Tshwm Sim Category

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Colors

The Design

About Chic HK 2020 Kev Lag Luam Kev Ua Neej

Chic HK 2020 yog ib qho kev lag luam kev ua neej uas tau tuav rau hauv Guangzhou, Suav Teb. Qhov kev tshwm sim no tau pab 80 lub tuam txhab Hong Kong tsim kev paub txog lawv cov cim thiab sim kev teb los ntawm cov neeg siv khoom hauv South China lub tsev tiag. Lub tswv yim pom kev sib txuas ob hom Suav ntawv, ntawv qub thiab ntawv yooj yim, los tsim ib hom ntawv tshiab rau lub npe ntawm qhov kev tshwm sim. Peb yam xim tseem ceeb tau ntxiv rau cov duab thiab siv los cim txhua qhov chaw sib txawv ntawm kev ua neej. Lub tsev qhia khoom them tau 9000 metos daus puag ncig thoob ob theem thiab tau ua tau plaub hnub. Ib daim duab loj ntawm phab ntsa iav thiab ib daim duab 3D tos txais tau tos txais cov neeg tuaj saib.

The Recognition

About the A' Design Award Hlau

Chic HK 2020 Kev Lag Luam Kev Ua Neej yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. Chic HK 2020 Kev Lag Luam Kev Ua Neej xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. Chic HK 2020 Kev Lag Luam Kev Ua Neej tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

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