Chic HK 2020 Mosebetsi oa Sehlooho: Ketsahalo ea Khoebo ea Mokhoa oa Bophelo by Hong Kong Trade Development Council

Chic HK 2020 Mosebetsi oa Sehlooho: Ketsahalo ea Khoebo ea Mokhoa oa Bophelo by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 Moputso oa Tšepe oa A' Design Award in Moralo wa Diketsahalo le Ditiragalo Competition Category.

TšepeKetsahalo· 2021

Chic HK 2020 Mosebetsi oa Sehlooho: Ketsahalo ea Khoebo ea Mokhoa oa Bophelo

by Hong Kong Trade Development Council

Client: Hong Kong Trade Development Council

Moputso oa Tšepe oa A' Design Award Winner in Ketsahalo Category

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Colors

The Design

About Chic HK 2020 Mosebetsi oa Sehlooho: Ketsahalo ea Khoebo ea Mokhoa oa Bophelo

Mongolo oa Buka: Chic HK 2020 ke ketsahalo ea khoebo ea mokhoa oa bophelo e tšoeretsoeng Guangzhou, Chaena. Ketsahalo ena e thusitse likhoebo tse 80 tsa Hong Kong ho haha tlhokomeliso ea khoebo (brand awareness) le ho leka karabelo ea bareki 'marakeng oa Chaena Boroa. Mohopolo oa pono o kopanya litlhaku tsa Chaena tsa setso le tse nolofalitsoeng ho theha mongolo o mocha oa sehlooho sa ketsahalo. Mebala e meraro ea mantlha e kentsoe litšoantšong 'me e sebelisitsoe ho tšoaea likarolo tse fapaneng tsa mokhoa oa bophelo. Pontšo e ne e akaretsa lisekoere tse 9000 holim'a mekato e 'meli 'me e ile ea tsoela pele matsatsi a mane. Setšoantšo se seholo se manehiloeng seemahaleng se tebang le lifensetere le setšehisong sa boamoheleng sa 3D li ile tsa amohela baeti.

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Chic HK 2020 Mosebetsi oa Sehlooho: Ketsahalo ea Khoebo ea Mokhoa oa Bophelo ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Chic HK 2020 Mosebetsi oa Sehlooho: Ketsahalo ea Khoebo ea Mokhoa oa Bophelo e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Chic HK 2020 Mosebetsi oa Sehlooho: Ketsahalo ea Khoebo ea Mokhoa oa Bophelo e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

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