Centrestage 2023 Mmemme Azụmahịa Ejiji by Rachel Tsang

Centrestage 2023 Mmemme Azụmahịa Ejiji by Rachel Tsang is a highly esteemed winner of the very prestigious 2024 Ihe Nrite A' Design Award nke Ọlaọcha in Nhazi Mmemme na Ihe Omume Competition Category.

ỌlaọchaMmemme· 2024

Centrestage 2023 Mmemme Azụmahịa Ejiji

by Rachel Tsang

Client: Hong Kong Trade Development Council

Ihe Nrite A' Design Award nke Ọlaọcha Winner in Mmemme Category

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Colors

The Design

About Centrestage 2023 Mmemme Azụmahịa Ejiji

Centrestage bụ mmemme azụmahịa ejiji a na-eme na Hong Kong Convention and Exhibition Centre. Mmemme a na-ewe ụbọchị anọ na-ekpuchi 11,000 square mita, e kewakwara ya n'akụkụ anọ dabere na ahụ ike anụ ahụ, mmekọrịta mmadụ na ibe ya, gburugburu ebe obibi na nke mmụọ. Ụlọ ngosi ahụ nke ruru 7,200 square mita nwere ebe ndị na-egosi ngosi ha, obere ngosi ejiji na ebe a na-egosi ejiji. E jiri mgbidi vidiyo dị 180 degree, nke sara mbara ruo mita 47, gbaa ogbo isi nke okirikiri gburugburu, ebe ọ na-anabata ihe karịrị ndị ọbịa 600. Ákwà mgbochi eriri LED nke nwere elu ụlọ abụọ na ngosi okooko osisi na-emegharị ahụ na-atụkwasị mmegharị n'ebe mmemme ahụ.

The Recognition

About the Ihe Nrite A' Design Award nke Ọlaọcha

Centrestage 2023 Mmemme Azụmahịa Ejiji meriri A' Design Award nke Ọlaọcha, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa kachasị elu, mara mma ma na-eju anya. Ndị meriri na Ọlaọcha bụ ọrụ na-egbu maramara nke ukwuu ma dị oke nzụlite nke na-egosi ọmarịcha ihe ọmụma, talent na nghọta nke ndị designer ha. A na-atụ anya na Centrestage 2023 Mmemme Azụmahịa Ejiji ga-abụ ọrụ dị ịtụnanya, ihe nlereanya, nke dị oke ọrụ ma dị omimi n'ihe ọhụrụ. Design a meriri A' Design Award nke Ọlaọcha bụ ihe e mepụtara dị oke ịrịba ama, nke a na-eto nke na-erite uru ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. Centrestage 2023 Mmemme Azụmahịa Ejiji bụ ihe e kere eke ọtụtụ ndị na-ekwo ekworo ya nke na-akpali ọchịchọ, na-eweta mmetụta ọma ma na-akpali ịtụnanya.

Behind the Design

Press Kit

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

Unique Properties: Hong Kong Trade Development Council presents the 8th edition of Centrestage, Asias premier fashion event this year. The combination of exquisite venue designs, carefully curated decor, and innovative technology draws 7,700 worldwide buyers, who visit and make purchases. This is a sophisticated platform for fashion designers, allowing them to share their unique vision, promote design trends, and launch fashion brands.
Dimensions & Packaging: The Centrestage at Hong Kong Convention and Exhibition Center redefines creativity and immersive fashion experiences. Spanning over 11,000 sqm, the fairground is divided into four distinct zones: Environment Wellness, Spiritual Wellness, Social Wellness, and Physical Wellness, to promote fashion from all regions. The groundbreaking design of a 2 story LED string curtain display allows an interactive and dynamic experience for visitors. The round stage layout features a 180 degree, 47m wide video wall, together with an uplifted audio and lighting system, offering an unparalleled immersive show experience for over 600 guests.
Tags: CENTRESTAGE, Hong Kong Fashion Event, HKTDC, Exhibition Design, Asia’s Fashion Spotlight, FASHIONALLY, CreateHK, Elite, YDC
Production Technology: Centrestage offered an immersive fashion show experience with mega sized LED video wall showing AI generated videos to enhance the visual experience. It also served as a stunning backdrop to support multiple fashion shows during the event. In addition, the dynamic and visually striking display, including an oversized LED string curtain wall, kinetic floral decorations, and interactive fashion walls, captivated audiences, generated social media buzz, and delivered memorable events.
Design Challenge: Planning and integrating the AI elements into a physical fair present a set of unique challenges. Our team need more time and new skillset to manage technical integration, quality assurance, real-time adaptability, and maintaining artistic integrity. We also need to ensure in sync with the exhibition theme Radiant Wellness, objective and functional needs for all exhibitors and fashion show designers. Addressing these challenges requires a multidisciplinary approach, involving collaboration between AI experts, video production specialists, artists, technical teams as well as event contractors to overcome these challenges and harness the potential of AI visuals for captivating show experiences.
Research: The research abstract is focusing on the four dimensions of wellness, namely Physical, Social, Environmental, and Spiritual. We seek for the relevant elements for each dimension and interplay in achieving a well-balanced lifestyle and sustainability. This year we utilize the AI technology to inspire and contribute to the design, curation, and presentation of this event. Based on the concept of Radiant Wellness, we integrate the AI generated models together with designers collection and bring newness to our audience. The use of AI also transforms traditional fashion shows with a more vibrance LED and visuals effect to enhance creativity and spectacle.
Inspiration: It is time to rebound after the covid pandemic. We would like to build a culture of well-being and re-develop our body, mind, and spirit. The design of Radiant Wellness is a concept with four dimensions of wellness, including Physical, Social, Environmental, and Spiritual. The overhead kinetic floral display, together with the three distinct color lily pad photo booths promotes a refreshing, healthy, and sustainable experience. Additionally, the 2 story LED string curtain integrated with the AI-generated models wall becomes a vibrant platform to showcase the designers collections.
Project Duration: Centrestage, a 4 day fashion event held from 6th to 9th September 2023, was organized by the Hong Kong Trade Development Council (HKTDC) at the Hong Kong Convention and Exhibition Centre (HKCEC). The creative team spent a total of 5 months, from the initial briefing to the onsite completion, ensuring an exceptional execution of the event.
Operation Flow: Centrestage is divided into two main parts: The Exhibition Hall and the Main Stage for Fashion Show Performance. The 7,200 sqm Exhibition Hall includes strategically designed booths, a mini parade, and a fashion presentation area to accommodate multiple exhibitors and provide a comfortable browsing experience for attendees. Meanwhile, the unusual circular main stage layout with a mega LED screen enhances visibility and allows dynamic movement for the models. It offers an intimate experience for audiences and enhanced interaction.
Team Members: HKTDC Creative Department
Image Credits: Hong Kong Trade Development Council