HK International Jewellery Show 2017 Entrance installations by Hong Kong Trade Development Council

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DESIGN DETAILS
DESIGN NAME:
HK International Jewellery Show 2017

PRIMARY FUNCTION:
Entrance installations

INSPIRATION:
To evoke feelings of romantic glamour, we started studying classic Hollywood movies of glamorous leading ladies. In doing so, the 3 specialized zones’ entrance treatments were influenced by Breakfast at Tiffany’s, Funny Faces and Roman Holiday. Prior to these entries and to heighten our storytelling approach, a grandiose movie theatre installation was built at the HKCEC’s main entrance and foyer area, under the concept name, Tribute to the Movie Queens.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
For the 2017 edition of the Hong Kong International Jewellery Fair held at the Hong Kong Convention & Exhibition Centre (HKCEC). The event organizer requested an image upgrade to elevate the position of this sourcing fair into a marketing show. The building’s main entrance and foyer were given along with the entry points for 3 specialized zones to fulfill this brief. Furthermore the proposed design had to convey a feeling of romantic glamour.

OPERATION / FLOW / INTERACTION:
The flow was most important as each entrance installation was created to heighten the visitors’ first impression by visual impact when they entered into the fair or inside the exhibition halls. Although our design concept is Tribute to the Movie Queens, the actual movie is never mentioned and this was to make the visitors take a guess. The organiser’s design work contributed to elevate the overall image of this fair.

PROJECT DURATION AND LOCATION:
The project duration was 3 months from the 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 5 days starting from the 2nd to the 6th of March, 2017.

PRODUCTION / REALIZATION TECHNOLOGY:
By only having 3 days onsite production setup time. Our method of scenery building was the most time efficient and dramatic ways to elevate the overall ambience. This would involve graphics; props, mannequins, dramatic lighting and music to create our design intention.

SPECIFICATIONS / TECHNICAL PROPERTIES:
For the HKCEC’s main entrance a 16.5m wide by 4.8m high vinyl graphics light box was used to replicating a grandiose movie theatre facade. Inside the building’s main foyer a 49m2 by 9m high installation signage was built to replicate a high class movie theatre interior setting. For the rest of the entries into the 3 specialised zones a mixture of graphics, biodegradable carpet and mannequins were used.

TAGS:
Trade, Hong Kong, Jewellery, Movie, Queens, Tribute, Glamour, Installation, Space, Exhibition, HKTDC, Design, Organiser, Fair, Marketing

RESEARCH ABSTRACT:
How to evoke feelings of glamour into a physical spatial experience and having a tight onsite production deadline was a difficult challenge. Therefore our scene building approach based on iconic movie heroines with glamorous lifestyles fitted well with the client’s brief and the way we differentiate each of the 3 specialised zones.

CHALLENGE:
Difficult at first but once our design concept direction was set, we researched deeply into the films iconic art direction and scenery and reinterpreted this into our entry point treatments. Our intention is to never mention the movie the scene setting was from, but provided enough clues to let the visitors take a guess for themselves as they pass through each entry point into the specialised zones. This would make visitors mentally interact with the decorations.

ADDED DATE:
2017-08-25 03:16:14

TEAM MEMBERS (9) :
Jason Cheung, Dury Chin, Eddie Chak, KK Cheung, Sheena Fung, Thomas Choi, Elite Wong, Vicky Chor and Amies Sit

IMAGE CREDITS:
Hong Kong Trade Development Council

Visit the following page to learn more: http://www.hktdc.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Hong Kong Trade Development Council - Creative Department

PROFILE:
Established in 1966, the Hong Kong Trade Development Council (HKTDC) is a statutory body dedicated to creating opportunities for Hong Kong’s businesses. With more than 40 offices globally, including 13 on the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China, Asia and the world. With 50 years of experience, the HKTDC organises international exhibitions, conferences and business missions to provide companies, particularly SMEs, with business opportunities on the mainland and in international markets, while providing information via trade publications, research reports and digital channels including the media room. For more information, please visit: www.hktdc.com/aboutus.

NOMINATION DETAILS

Hk International Jewellery Show 2017 Entrance Installations by Hong Kong Trade Development Council is a Nominee in Event and Happening Design Category.

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AWARD DETAILS

Hk International Jewellery Show 2017 Entrance Installations by Hong Kong Trade Development Council is Winner in Event and Happening Design Category, 2017 - 2018.



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