Chic HK 2020 Kazi ya Biashara ya Mtindo wa Maisha by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 Tuzo ya Chuma ya A' Design Award in Usanifu wa Hafla na Matukio Competition Category.
ChumaHafla· 2021
Chic HK 2020 Kazi ya Biashara ya Mtindo wa Maisha
by Hong Kong Trade Development Council
Client: Hong Kong Trade Development Council
Tuzo ya Chuma ya A' Design Award Winner in Hafla Category
Verified Award Winner
Verify Award Status for #106403The Design
About Chic HK 2020 Kazi ya Biashara ya Mtindo wa Maisha
Chic HK 2020 ni tukio la biashara la mtindo wa maisha lililofanyika Guangzhou, Uchina. Tukio hili liliwasaidia makampuni 80 ya Hong Kong kujenga ufahamu wa chapa na kupima mwitikio wa watumiaji katika soko la Kusini mwa China. Dhana ya kuona inachanganya herufi za Kichina za kimapokeo na zilizorahisishwa ili kuunda muundo mpya wa maandishi kwa jina la tukio hilo. Rangi tatu za msingi ziliongezwa kwenye michoro na kutumika kuashiria sekta tofauti za mtindo wa maisha. Maonyesho hayo yalihusisha eneo la mita za mraba 9000 katika ghorofa mbili na yaliendelea kwa siku nne. Mchoro mkubwa kwenye facade ya kioo pamoja na mandhari ya nyuma ya karibisho la pande tatu (3D) viliwakaribisha wageni.
The Recognition
About the Tuzo ya Chuma ya A' Design Award
Chic HK 2020 Kazi ya Biashara ya Mtindo wa Maisha ni mshindi wa Tuzo ya Chuma ya A' Design Award, utambuzi wenye heshima unaotolewa kwa miundo mizuri inayokidhi mahitaji ya kitaalamu na ya kiviwanda yanayotarajiwa kutoka kwa kazi zilizobuniwa vizuri. Washindi wa Chuma huonyesha ustadi mkubwa, utaalamu wa hali ya juu, uelewa wa kitaalamu na uwezo wa kibunifu wa waumbaji wao. Chic HK 2020 Kazi ya Biashara ya Mtindo wa Maisha inatarajiwa kuwa kazi inayothaminiwa sana, kupendwa na kuenziwa, ambayo ni ya vitendo na bunifu. Muundo huu ulioshinda Tuzo ya Chuma ya A' Design Award unajumuisha mbinu bora za tasnia na una sifa za kiufundi zenye uwezo zilizounganishwa na ujuzi na kipaji. Chic HK 2020 Kazi ya Biashara ya Mtindo wa Maisha inaheshimiwa kwa uangalifu wake na imebuniwa kutoa maboresho ya ubora wa maisha yanayosaidia kuufanya ulimwengu kuwa mahali bora zaidi.
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
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