Salon de TE
Introductory for Watch Fair
Focused on creating a unique feeling of timeless luxury lifestyle before visitors moved inside to see the branded watches, the inspiration was based on the classic film noir genre and images of the Orient Express. As such the inspired concept of “Deluxe Train Journey” was developed for this introductory space. Many multisensory experiences were created for the visitors to mark this different from other trade halls.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The Salon de TE was created as a marketing component for the HK Watch & Clock Fair. Being the only hall opened to the general public to showcase 145 international high-end watch brands, an introductory space of 1900m2 was required to set itself apart from the other trade only halls.
With only 3 days set up, a thematic approach to the luxury journey was created for visitors to interacted with the space before visiting the various branded booths.
OPERATION / FLOW / INTERACTION:
The Salon de TE’s introductory space of 1900m2 required a design to set itself apart from the other trade halls. Functionally, the space came in 3 parts and was created to provide a story telling and to entice visitors’ expectation before being exposed to the 145 international high-end watch brands. The functional aspect of the introductory space design includes a concourse reception, a hall entrance, and ending with an open multifunctional space containing a stage and bar for various branded event activities.
PROJECT DURATION AND LOCATION:
The Salon de TE project was located at the Hong Kong Convention and Exhibition Centre and was a marketing component of the 2014 Hong Kong Watch and Clock Fair. The duration was for 5 days from September 3rd -7th. From Concept to Completion took 4 months and the most challenging apart from the design was dealing with 3 days onsite move-in period.
PRODUCTION / REALIZATION TECHNOLOGY:
Due to the 3 days allowance for onsite set up, much of the material was made from prefabricated aluminum system cladded with vinyl, fabric and mesh for a quicker assembly. Other technology features include life-size train carriages for visitors to peer inside to experience multi-sensory visual storytelling from propping to actors and animated moving scenery. In addition, a suspended 3.5m cubed projection screen used above the multifunctional stage was another technology feature.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Overall area dimension was 1900m2 approx. this include a 500m2 x 3.5m (H) concourse area which uses cool daylight lighting backlight on mesh graphics. In contrast, the exhibition hall with a 6m (h) backdrop used warmer lighting to simulated evening train platform scene. Most of the surrounding wall where constructed vinyl graphics, mesh and fabric cladding on reusable aluminum system. Apart from the 8 LCD monitors, a large 3.5m cubed projection screen suspended feature was developed.
Salon de TE, Exhibition Hall, Trade Fair Organiser, Introductory Space, Experience Journey, Dramatization, Watch Brands, Hong Kong, Design
Through research for the meaning of timeless luxury we followed in the direction of collective memories from the golden era of cinema. Romanticising a life where only the affluent could travel in style led us to the idea of royalty and exciting train journey adventure. From this and by having fun within the context of our space, this voyeuristic notion of visitors’ looking into royal train carriage windows became our key theme.
A major challenge during the creative development was the three days onsite set-up and this included the AV technical rehearsals. Therefore to tackle this, material specifications and off site mock up and testing on assembly time was vital to ensure success completion. To add drama in the whole experience, we rehearsed with live actors dressed as train porters and created animations of four season’s scenery to establish each zone within the introductory journey.
TEAM MEMBERS (9) :
Jason Cheung, Dury Chin, Eddie Chak, Stephen Wong, Sheena Fung, Wayne Wong, Janet Chu, Amies Sit and Hillary Lau
HK Trade Development Council (HKTDC), 2015.