Neon Nights Primary Function: Isikhala Somhleli Wombukiso Wezohwebo by Hong Kong Trade Development Council is a highly esteemed winner of the very prestigious 2021 Umklomelo Wesiliva we-A' Design Award in Umcimbi Competition Category.
IsilivaUmcimbi· 2021
Neon Nights Primary Function: Isikhala Somhleli Wombukiso Wezohwebo
by Hong Kong Trade Development Council
Client: Hong Kong Trade Development Council
Umklomelo Wesiliva we-A' Design Award Winner in Umcimbi Category
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The Design
About Neon Nights Primary Function: Isikhala Somhleli Wombukiso Wezohwebo
Neon Nights ngumklamo womcimbi owenzelwe umbukiso wezohwebo wezemfashini eHong Kong. Umqondo uhlanganisa imibala esematheni yezemfashini kanye nesimo sezimpawu ezindala zomgwaqo zeneon zaseHong Kong. Kwaklanywa izindawo ezintathu. Kumi isakhiwo sokwamukela emnyango omkhulu wendawo yomcimbi. Ukungena kwehholo lombukiso kwathola indlela efanayo. Ngaphakathi kwehholo, isikhala esisebenza ngezindlela eziningi esingamamitha ayisikwele angama-300 sisingatha imibukiso yezemfashini, izingqungquthela nemihlangano engahlelekile. Izinhlaka zensimbi ezinamaphethini asikiwe, amaphaneli anemibala akhanyiswa ngasemuva kanye nezimpawu ezisesitayeleni seneon zakha isimo esibukhali nesigqamile.
The Recognition
About the Umklomelo Wesiliva we-A' Design Award
Neon Nights Primary Function: Isikhala Somhleli Wombukiso Wezohwebo iwinile uMklomelo Wesiliva we-A' Design Award, ukwaziswa okuhloniphekile ngokungajwayelekile okunikezwa imiklamo esezingeni eliphezulu, ebukekayo nethinta kakhulu. Abawinile beSiliva yimisebenzi egqamile kakhulu nedala kakhulu ebonisa ubungcweti obuphawulekayo, italente nobuhlakani babaklami babo. Neon Nights Primary Function: Isikhala Somhleli Wombukiso Wezohwebo ilindeleke ukuba ibe ngumsebenzi omuhle wesibonelo, onobungcweti obuphawulekayo nezinto ezintsha ezijulile. Lo mklamo owinile uMklomelo Wesiliva we-A' Design Award uyinto entsha ebonakala kakhulu nethakazelisayo esiza futhi isunduza imingcele yobuciko, isayensi, ukuklama nobuchwepheshe. Neon Nights Primary Function: Isikhala Somhleli Wombukiso Wezohwebo iyinto enomhawu omkhulu kuyo evusa izifiso, ilethe imizwa emihle futhi ivuse ukumangala nokuxakeka.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- A thematic concept called Neon Nights was used to uplift the image of the 2019 HK Fashion Week from a sourcing fair into a marketing show. Three areas were provided, first a welcome installation at the venue main entrance, then the entry treatment of the exhibition hall. Lastly, inside of the hall a 300m2 multifunctional space dedicated for fashion shows, seminars and informal meetings activities to occurred was built.
- Dimensions & Packaging
- For the welcome installation (25m2 x 5m high) and main entry treatment, metal frames with die cut patterns and backlit 10mm thick opaque coloured twin wall sheets were used as backdrops. Along with LED signages, digital stickers biodegradable carpet and dressed mannequins complete the set. For the multifunctional space (300m2 x 5m high), the same materials and finishes for the first 2 installations were used. The main stage backdrop contained a (2m x 3.5m) LED screen.
- Tags
- Trade Fair, Hong Kong, Neon Nights, Signboards, Installation, Fashion, Exhibition, HKTDC, Show
- Production Technology
- All 3 areas, the welcome installation, the hall main entry and multifunctional space were made with metal frames with die cut patterns and backlit 10mm thick opaque coloured twin wall sheets. Neon signages made from LED light strip, digital stickers, biodegradable carpet and dressed mannequins complete the set. Inside the hall, a 300m2 multifunctional area, a 2.5m x 5m LED screen with 2 three-tiered wooden seating modules with fabric cushions were added.
- Design Challenge
- The most challenging part was finding a design concept that could transform the perception of this annual fashion trade fair into a marketing show. After being inspired by the uniqueness of Hong Kong street signboards and vintage shop fronts, a core concept began to develop. With a low budget and short onsite move in period of 3 days, a simple, refreshing and effective approach was required to make the organiser’s area different from previous designs.
- Research
- Working with the latest fashion trends forecast company, we developed a new concept by depicting elements of Hong Kong famous night time neon signboards that are still visible in old parts of the city. A modernised version was created with the prescribed fashion industry forecast colours. With a limited budget, a simple and vibrant solution was offered to uplift the image of this trade fair. Henceforth, the design concept of Neon Nights came to life.
- Inspiration
- The Neon Nights concept was inspired by Hong Kong renowned neon signboards. A modernistic interpretation was used to uplift the fair’s image. Adding to this, the latest colours trends of the fashion industry had to be integrated into our design. Bespoke metal frames with die cut patterns reminiscent of vintage shop fronts of Hong Kong interlaced with opaque colored panels and faux neon signs was used to produce a cool and vibrant aesthetic effect.
- Project Duration
- The project duration was 3 months from initial briefing to onsite completion. It was located at the Hong Kong Convention and Exhibition Centre in Wan Chai Hong Kong and the event ran for 4 days starting from the 8th - 11th of July 2019.
- Operation Flow
- The flow was important, and both the welcome installation and entry treatment was created to visually heighten the visitors first impression of the Neon Night concept. Once inside the hall, the attendees can easily locate and recognise the central multi functional space as it carries through the concept theme. The design work was a transformative contribution in uplifting the overall image of this fashion trade fair.
- Patents
- Copyrights belong to Hong Kong Trade Development Council, 2019
- Team Members
- Jason Cheung
Dury Chin
Eddie Chak
KK Cheung
Cherry Chan
Elite Wong - Image Credits
- Hong Kong Trade Development Council
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