HK Fashion Week For Fall/Winter 2016
Inspiration to uplift the image of this trade fair came from the trade fair organizer requirement to provide an eye catching design which is neutral to the 1500 fashion brands exhibiting. With this challenge and by researching a plethora of fashion trends led us to create something anonymous yet eye catching. The designs had to tells a story between music and its relationship with fashion. This symbiotic relationship was our inspiration to design the physical entrance installation and multi-functional space.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Two areas were provided by the organizers to uplift the image of the 2016 HK fashion week from a sourcing fair to a marketing show. First an installation was created at the venue’s main entrance under the concept fashion of music to welcome attendees. This was made using a 5m high LED monolith, themed mannequins and large lit title signage. Following this concept, a 350m2 multifunctional space inside the main exhibition hall, were fashion shows, open seminars, bar and lounge for informal meetings activities occurred was built and named the music station.
OPERATION / FLOW / INTERACTION:
The flow was important and an entrance installation was created to heighten the visitors’ first impression by visual impact when they entered into the fair. Once inside the exhibition hall, the attendees can easily locate the central multi-functional space which carries on the music and fashion concept as a flexible functioning space called music station. The organiser’s design work was a transformative contribution to the overall image of this fashion fair.
PROJECT DURATION AND LOCATION:
The project duration was 3 months from initial briefing to onsite completion. It was located at the Hong Kong Conference and Exhibition Centre HKCEC in Wan Chai Hong Kong and the event ran for 4 days starting from the 18th to 21th of January, 2016.
PRODUCTION / REALIZATION TECHNOLOGY:
Less waste was one of our objectives. the backdrop walls were built with lightweight reusable aluminium systems cladded with sound proofing foam and back lit LED for the entrance installation.
For the multifunctional space (350m2 x 5m high) biodegradable carpets was used. The backdrop wall was built with reusable aluminium system cladded with black metal mesh. Real instruments mixed with vinyl or foam board graphics were used for ornamentation.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The entrance installation (30m2 x 5m high) consisted of 5m high x 3.5m wide (4mm) LED monolith. Mannequins posed with real instruments juxtaposed 1.5 m (high) lettering made of plywood paint finish and incandescent light bulbs. Reusable aluminium system and cladded with black sound proof foam were used for the backdrop and LED backlit.
The Music Station multifunctional space was (350m2 x 5m high). The backdrop wall was built with reusable aluminium system and cladded with black metal mesh. Real instruments mixed with vinyl or foam board graphics were used for ornamentation.
Trade, Hong Kong, Fashion, Music, Installation, Space, Exhibition, HKTDC, Design, Organiser, Fair
By analysing latest fashion trends, a proliferation of culture and fashion publications to the most recent music videos out there, the conclusion was music played an important role in influencing modern culture. Without any preconception of the outcome, a holistic was taken so not to lean towards any particular genre. In contrast we covered all genres of music and this was the direction taken to develop the entrance installation and multi-space. Hence the concept fashion of fashion of music and music station began.
The most challenging part was finding a design concept could change the image perception of this annual fashion sourcing trade fair into a marketing show. After analysing a proliferation of fashion & culture magazines, websites and videos a holistic thematic approach to build 2 different spatial formats under the concept fashion of music was born. With this core concept, the design production process followed nicely to make the organiser’s area different from any of its previous versions.
TEAM MEMBERS (9) :
Jason Cheung, Dury Chin, Eddie Chak, Stephen Wong, Sheena Fung, Dick Law, Cheng Yee Ling, Amies Sit and Hillary Lau
HK Trade Development Council (HKTDC), 2016.