Hong Kong Trade Development Council (Hong Kong)
Project Title: HK Int’l Jewellery Show 2017
Client or Class Name: Hong Kong Trade Development Council (HKTDC) - www.hktdc.com
Held at the Hong Kong Convention & Exhibition Centre, the 2017 Hong Kong International Jewellery Fair was organised by the Hong Kong Trade Development Council. The brief was to elevate the fair’s overall ambience via the organiser’s space. These include the building’s main entrance, foyer and various entry points for 3 specialized halls.
The challenges were to aesthetically convey a feeling of romantic glamour for incoming visitors and that a 3 day onsite set up would be given.
A storytelling approach was developed to evoke the romantic glamour idea, under the title “Tribute to the Movie Queens”. It began with visitors entering into a grandiose movie theatre. To correlate with the 3 specialized halls, the various entrance treatments were based on 3 classic Hollywood movies; Breakfast at Tiffany’s, Funny Faces and Roman Holiday. Without mentioning the actual film, the visitors had to work out for themselves the scenery adaptation of each entrance treatment that they walk through to enter the specialized halls.
Due to the tight 3 day onsite production, we used mainly graphics with props, mannequins, lighting and music as an efficient way to elevate the overall ambience in a short space of time.
The journey began with a 54ft. (w) x 16ft. (h) vinyl graphics replicating a grandiose movie theatre facade, cladded on the exhibition building’s main entrance. Located inside the foyer, a 22ft. (w) x 22ft. (d) x 30ft. (h) installation was built as a prestigious movie theatre setting. A title signage of the fair is suspended in gold colour to welcome the arriving visitors.
For the specialized halls, each point of entry was treated as an opportunity to dramatize the referenced classic Hollywood movies.
Head of Creative, HKTDC:
Deputy Head of Creative, HKTDC:
Manager, Graphic Design, Creative Department, HKTDC:
Senior Graphic Designer, Creative Department, HKTDC:
Assistant Manager, Exhibition Design, Creative Department, HKTDC:
Operation Manager, Creative Department, HKTDC:
Operation Executive, Creative Department, HKTDC:
Deputy Manager, Exhibition Design, Creative Department, HKTDC:
Visual Display Designer, Creative Department, HKTDC: