Centrestage 2017 Organiser Space by Hong Kong Trade Development Council

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DESIGN DETAILS
DESIGN NAME:
Centrestage 2017

PRIMARY FUNCTION:
Organiser Space

INSPIRATION:
The concept Nouveau Playhouse was inspired by the mission of Centrestage to discover new fashion talents of Asia whilst bringing the latest brands under one roof. Starting at the concourse, the design applied vivid colours and gamification formats to set the scene. Inside the central display of the hall and catwalk arena, a subtler colour approach with geometric outlines formulated the space to allow the various fashion labels to be highlighted.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Located at the HK Convention and Exhibition Centre, the organizer of Centrestage wanted to elevate the events image by providing 3 communal spaces. A new concept Nouveau Playhouse was developed based on the idea of gamification. To create impact the concourse space used vibrant and fun formats to build up the first impression of visitors. Inside the central display of exhibition hall and catwalk area a more functional and neutral approach was used to highlight the numerous fashion brands.

OPERATION / FLOW / INTERACTION:
The flow for Nouveau Playhouse concept began at the concourse with various wall installations containing moving kinetic letters, word puzzles, super large typography and a large LED screen to evoked the first impression of visitors. Inside the central display of the hall simplified geometric shapes formed a playground showcase and a dreamlike approach was used for the catwalk arena. Both these areas were muted in color tone to avoid clashing with the various fashion brands being represented.

PROJECT DURATION AND LOCATION:
The project duration was 3 months from initial briefing to onsite completion. It was launched on the 6th of September 2017 and ran for 4 days. Only 3 days were allowed for the move in and onsite set up. Centrestage was located at the Hong Kong Convention and Exhibition Centre in Wan Chai.

PRODUCTION / REALIZATION TECHNOLOGY:
Due to the tight 3-day onsite production it was important to keep the design production simple. As such, all the materials were prefabricated off site to be reassembled quickly onsite. System walls were covered with plywood backing and finished in digital print. All structural made from 40mm x 40mm metal hollow sections were recycled after the event. The furniture, LED screen, audio & visual equipment and rigging were hired. Biodegradable carpets were also used for the flooring.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The 1800m2 entrance concourse consisted of freestanding walls with game related, colourful typography, mechanical lettering, props and a 5m wide x 3m high LED screen. Inside the hall a 185m2 central display made from metal sectioned framework with LED strip lighting moulded into linear geometric shapes form the playground concept. A dreamlike playground in digital print finish on plywood backing was used for the 210m2 catwalk arena backdrop that housed an 80-inch TV screen.

TAGS:
CentreStage, Hong Kong, Fashion, Nouveau Playhouse, Space, Exhibition, HKTDC, Design, Organiser, Fair, Contemporary, Catwalk

RESEARCH ABSTRACT:
The research was based on the request from client for an impartial theme. Since the acts of Centrestage as a place or platform for discovering new fashion talents whilst congregating the latest contemporary brands, this led to the concept Nouveau Playhouse. From this, the journey of visitor used elements from games puzzles of children and objects from urban playground as a core references point was established.

CHALLENGE:
The most challenging part of the creative research was defining an impartial design language to uplifted the overall ambience. By following the various trend forecast research the element of play and gamification to formulate each area was picked. The entrance concourse had to be bold and colourful to create a striking initial impact. Whereas, inside the hall, the various fashion products were the hero, thus a more neutral design language was developed based on our Nouveau Playhouse theme.

ADDED DATE:
2018-09-04 07:47:58

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

IMAGE CREDITS:
Hong Kong Trade Development Council, 2018.

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

PROFILE:
A statutory body established in 1966, the Hong Kong Trade Development Council (HKTDC) is the international marketing arm for Hong Kong-based traders, manufacturers and service providers. With more than 40 global offices, including 13 on the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China and throughout Asia. The HKTDC also organises trade fairs and business missions to provide companies, particularly SMEs, with business opportunities on the mainland and in overseas markets, while providing information via trade publications, research reports and online. For more information, please visit: www.hktdc.com

NOMINATION DETAILS

Centrestage 2017 Organiser Space by Hong Kong Trade Development Council is a Nominee in Event and Happening Design Category.

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AWARD DETAILS

Centrestage 2017 Organiser Space by Hong Kong Trade Development Council is Winner in Event and Happening Design Category, 2018 - 2019.



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