Hong Kong Trade Development Council (Hong Kong)
Project Title: CENTRESTAGE 2017
Client or Class Name: Hong Kong Trade Development Council (HKTDC) - www.hktdc.com
Held at the Hong Kong Convention and Exhibition Centre, CENTRESTAGE was a 4-day fashion event. With over 210 contemporary fashion brands housed within a 23,000sq ft. area, the event organiser’s (HKTDC) brief was to create an impartial theme to elevate the ambience of the show. Three areas were provided; the outer concourse then inside the exhibition hall’s a central display and a multi-functional stage. Besides this challenge, only 3 days were available for the onsite set-up.
The objective of CENTRESTAGE was finding Asia’s best new fashion talent, whilst bringing contemporary brands under one roof. Based on this theme the concept title “Nouveau Playhouse” was created. Nouveau meaning new and playhouse a place where various creative and fun activities would happen.
Starting from the concourse, various backdrops such as large moving kinetic letters, word puzzles etc. are deployed to mould the visitors’ first impression. To further establish the element of play, a large LED screen with our themed concept is transmitted at the exhibition hall’s entrance point.
Furthermore, inside the exhibition hall, a central display area with references to an anonymous children’s playground is formed using simplified geometric shapes to build swings, slides, roundabouts, seesaws and bubble pools etc. Muted colored tones were applied to create a neutral backdrop for the numerous brands.
Passed our playground themed central display, a multi-functional stage takes on a more surrealistic format to carry on our “Nouveau Playground” theme. A dreamlike approach is used by merging all the previous references of the visitors’ journey into a 40ft (W) x 20ft (D) x 18ft (H) stage area. Concrete-like finish was printed on the vinyl to provide a neutral urban feel, making the stage backdrop suitable for the various contemporary brands presenting their shows and cocktail reception here.
Head of Creative, HKTDC:
Deputy Head of Creative, HKTDC:
Manager, Graphic Design, Creative Dept, HKTDC:
Deputy Manager, Exhibition Design, Creative Dept, HKTDC:
Operation Manager, Creative Dept, HKTDC:
Assistant Manager, Graphic Design, Creative Dept, HKTDC:
Assistant Manager, Exhibition Design, Creative Dept, HKTDC:
Operation Executive, Creative Dept, HKTDC:
Visual Display Designer, Creative Dept, HKTDC: