Hong Kong Trade Development Council (Hong Kong)
Project Title: Hong Kong International Jewellery Show 2019
Client or Class Name: Hong Kong Trade Development Council (HKTDC) - https://www.hktdc.com
Concept: Modern Odyssey
With over 2,600 exhibition booths, the design challenge set by the event organiser of the Hong Kong International Jewellery Show 2019 was to create an overarching design to uplift the show’s image. Area offered for this task were the exhibition building’s main entrance, foyer and various entry points into the specialised jewellery halls. However, besides the design challenges another was the short onsite production of 3 days for the onsite setup.
The design concept “Modern Odyssey” started as a study on various civilization folklores and cultural beliefs that had influenced jewellery design of the past. From this research, ancient Greek mythology was chosen due to its array of multifaceted character and symbolisms. This provided plenty of material to curate an overarching theme. Our intention was not to show the Greek deity in any physical form but instead curate a physical allegory to formulated each given space. The “Modern Odyssey” starts at the venues main foyer design with Zeus as a mystical welcome installation. Subsequently, Poseidon, Hera, Apollo, Artemis and then Athena would grace the visitors’ attention as they journeyed through the various entry points within the show.
Due to the limited onsite setup time, lightweight framed structures cladded with backlit semi-transparent mesh was used throughout each area. The construction provided a dreamlike ethereal quality. From this, a mesh archway was built at the venue’s main entrance. Followed by a a 22ft (w) x 22ft (d) x 30ft (h) welcome installation at the main foyer. This temple-like format contained a large digital waterfall and was a representation of Zeus. Each entry point installation into the specialised hall would follow similar format with mesh material cladding to create the intended space. Together with unusual propping, graphics and symbolism to evoke the visitors’ curiosity.
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, HKTDC:
Senior Graphic Designer, Creative Dept, HKTDC:
Exhibition Designer, Creative Dept, HKTDC:
Senior Visual Display Designer: