Hong Kong Trade Development Council (Hong Kong)
Project Title: Hong Kong International Jewellery Show 2018
Client or Class Name: Hong Kong Trade Development Council (HKTDC) - www.hktdc.com
Positioning as the world’s largest marketplace of its kind, the Hong Kong International Jewellery Show in 2018, highlighted over 2,580 exhibitors and received over 52,000 buyers. The design challenge given by the organizers, the Hong Kong Trade Development Council (HKTDC) was to create an overarching design to uplift the image of this trade fair into a marketing show.
Located at the Hong Kong Convention & Exhibition Centre, the organizer’s design work would occupy the venue’s main entrance foyer and various entry points into the specialized halls. The major challenge for the new design was it had to convey the feeling of prestige and culture, while only having 3 days to setup onsite.
To evoke the feelings of prestige and culture, a scenographic approach was developed for the decoration of these installations. Under the title “Museum par Excellence these spatial compositions created were influenced by world renowned museum interiors. Inspired by classic western architecture and art movements, we wanted to take the visitors through a prestige museum like journey each time they passed through our portals into the various specialized halls showcasing the many fine jewellery brands.
Our “Museum par Excellence” visitors’ journey was divided chronologically, starting from Greek and Roman influenced architecture at the venue’s main entrance area. Followed by themes such as Sculptor’s Passageway, Renaissance Arcade, Painters Gallery and the Collector Room. Each theme acted as a visual introduction to play on the visitors’ mind before they entered the various specialized jewellery zones.
Due to the tight 3-day onsite production, our design work relied heavy on graphics, propping and lighting to stage the impression of being in a museum. This was the most efficient method to elevate the overall ambience of this trade fair in such a short space of time.
Judge Commentary – “Very elegant and regal looking!”
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:
Senior Graphic Designer, Creative Dept, HKTDC:
Senior Exhibition Designer, Creative Dept, HKTDC:
Operation Executive, Creative Dept, HKTDC:
Visual Display Designer, Creative Dept, HKTDC: