• In Style Hong Kong Expo 2017

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    Professional
    Trade Show Exhibition Displays/Graphics

    Hong Kong Trade Development Council (Hong Kong)
    www.hktdc.com


    Project Title: In Style Hong Kong Expo 2017
    Client or Class Name: Hong Kong Trade Development Council (HKTDC) - www.hktdc.com

    Background

    Organized by the Hong Kong Trade Development Council (HKTDC), the InStyle Hong Kong Expo held in Kala Lumpur, Malaysia was aimed at helping 40 Hong Kong companies penetrate the ASEAN market. The event was to develop brand awareness and test market response of the local consumers on Hong Kong lifestyle products.

    The brief was to produce a trade show design that would aesthetically standout within an existing hotel interior setting. A 2000 ft2 area was given at the Mandarin Oriental Hotel located in Kala Lumpur’s City Centre. The challenge for this 2-day event was to project Hong Kong’s image as Asia’s lifestyle trendsetter in this new market.

     Concept

    Our initial idea was to convey Hong Kong’s unique cultural mix of East meets West. Since we were in the ASEAN region, our idea was to gravitate towards HK’s more western aesthetics. Consequently, an upmarket boutique shopping experience was replicated whilst bringing aspects of HK’s lifestyle imagery to life.

     Application

    In response to the hotel traditional decor, a classic yet modern adaptation was established for our design. The visitors’ journey starts with a 23ft (w) x 16ft (h) arch at the hotel’s entrance, then inside beyond the hotel’s main lobby a secondary long foyer space has in place a 50ft (w) x 13ft (h) LED wall showing the best of Hong Kong’s cultural lifestyle. Superimposed over this panoramic screen were lit acrylic letters spelling out the Expo’s title.

     Opposite the 50ft (w) screen is a wall with entrances leading into the ballroom, this facade was converted into a series of upmarket boutique shop fronts using dark grey and white strip awnings, vegetation, timber finish and black colored metal frames. Visitors would enter pass the mock shopfronts into the 1600ft2 ballroom space to explore the 40 Hong Kong booths.

    2018 Trade Show Exhibit Design Award Winner

     

    Creative Team

    Head of Creative, HKTDC:
    Jason Cheung

    Deputy Head of Creative, HKTDC:
    Dury Chin

    Manager, Graphic Design, Creative Dept, HKTDC:
    Eddie Chak

    Deputy Manager, Exhibition Design, Creative Dept, HKTDC:
    K.K. Cheung

    Operation Manager, Creative Dept, HKTDC:
    Sheena Fung

    Graphic Designer, Creative Dept, HKTDC:
    Abby Chan

    Assistant Operation Manager, Creative Dept, HKTDC:
    Rita Ho

    Assistant Manager, Graphic Design, Creative Department, HKTDC:
    Dick Law

     

    2018 Trade Show Exhibit Design Award Winner 2018 Trade Show Exhibit Design Award Winner 2018 Trade Show Exhibit Design Award Winner 2018 Trade Show Exhibit Design Award Winner 2018 Trade Show Exhibit Design Award Winner

     

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