Hong Kong Trade Development Council (Hong Kong)
Project Title: In Style Hong Kong Expo 2017
Client or Class Name: Hong Kong Trade Development Council (HKTDC) - www.hktdc.com
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.
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.
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.
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:
Graphic Designer, Creative Dept, HKTDC:
Assistant Operation Manager, Creative Dept, HKTDC:
Assistant Manager, Graphic Design, Creative Department, HKTDC: