Chic HK 2020 라이프스타일 트레이드 이벤트 by Hong Kong Trade Development Council

Chic HK 2020 라이프스타일 트레이드 이벤트 by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 A' Design Award 철상 in 이벤트 및 해프닝 디자인 Competition Category.

철이벤트· 2021

Chic HK 2020 라이프스타일 트레이드 이벤트

by Hong Kong Trade Development Council

Client: Hong Kong Trade Development Council

A' Design Award 철상 Winner in 이벤트 Category

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Colors

The Design

About Chic HK 2020 라이프스타일 트레이드 이벤트

Chic HK 2020은 중국 광저우에서 개최된 라이프스타일 트레이드 이벤트입니다. 이 행사는 80개 홍콩 기업이 브랜드 인지도를 구축하고 중국 남부 시장에서 소비자 반응을 확인할 수 있도록 지원했습니다. 비주얼 콘셉트는 번체자와 간체자를 혼합하여 행사 타이틀을 위한 새로운 타이포그래피를 완성했습니다. 그래픽에는 세 가지 기본 색상을 더해 서로 다른 라이프스타일 부문을 구분하는 데 활용했습니다. 전시는 두 개 층에 걸쳐 9,000제곱미터 규모로 조성되어 나흘간 진행되었습니다. 유리 파사드를 장식한 대형 그래픽과 입체적인 웰컴 배경이 방문객을 맞이했습니다.

The Recognition

About the A' Design Award 철상

Chic HK 2020 라이프스타일 트레이드 이벤트, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Chic HK 2020 라이프스타일 트레이드 이벤트, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Chic HK 2020 라이프스타일 트레이드 이벤트, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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