InStyle HK 2017 Expo by Hong Kong Trade Development Council

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DESIGN DETAILS
DESIGN NAME:
InStyle HK 2017

PRIMARY FUNCTION:
Expo

INSPIRATION:
Inspired by unique mix of Hong Kong of east meets west, the idea for the expo booth architectural style gravitate towards more western influences of Hong Kong. Using a classical modernistic adaptation of an upmarket boutique shopping experience to build the ambience. This was intermixed with curated products and video contents to provide an all rounded sense of unique position of Hong Kong for the local attendees to experience and engage with.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The InStyle HK Expo was held insid a hotel in Kala Lumpur. The purpose of expo was to develop brand awareness and test market response of the local consumers towards 40 Hong Kong lifestyle related companies. The organizer required a design that would visually standout and position an unique image of Hong Kong as lifestyle trendsetter of Asia in this developing market. The event designed covered an 600m2 area of the ball room and foyer of the hotel.

OPERATION / FLOW / INTERACTION:
The visitors first impression was vital to the flow of overall attendees. To heightened the overall experience a 15m long x 4m high LED screen transmitted lifestyle images of Hong Kong was placed at the foyer. Opposite this, the attendees encounter a series of upmarket boutique façade which they entered through to reach the expo area to explore the 40 Hong Kong companies promoting their various products. Inside this visitor could discover brands and networking with various business delegations.

PROJECT DURATION AND LOCATION:
The project duration was 3 months from initial briefing to onsite completion. It was located at the at the Mandarin Oriental Hotel located in Kala Lumpur city centre and the event ran for 2 days starting from the 7th to the 8th of November 2017.

PRODUCTION / REALIZATION TECHNOLOGY:
The construction materials used for an exterior arch of the hotel and the boutique styled facades located inside the foyer were 40mm x 40mm metal sectioned framework, black paint finish, wooden panels, foamboard lettering, digital print, and foliage. The foyer area housed a large 15m long x 4m high, LED screen with large lit acrylic lettering in front. Inside the ballroom, all 40 expo booths were made from reusable aluminum system, cladded with wooden frames and lit with warm LED fixtures.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The 7m (w) x 4.5m (h) exterior arch was constructed of 40mm x 40mm metal sections, digital print, finish wooden panels, foamboard lettering, black paint and foliage. A 15m (w) x 4m (h) LED screen was placed in the foyer corridor. Adjacent to this was a series of pretend boutique façade that visitors would enter and lead them into a 500m2 ballroom space containing 40 boutique booths. Each booth is 6m2 and constructed from reusable aluminum system, foamboard and cladded wooden frames.

TAGS:
Trade, Hong Kong, Lifestyle, Expo, Boutique, Space, HKTDC, Design, Organiser, Malaysia, Market

RESEARCH ABSTRACT:
After researching the Malaysian market, questions were asked on what aspect of an aspirational lifestyle in Hong Kong can attract the local consumer? Then, by scrutinising an unique status of Hong Kong, advantage was taken on its status as the original east meets west destination. This was applied to the design by mixing western influenced architecture décor with an eclectic collection of Hong Kong designed products and images to formulate an engaging experience journey for the visitor.

CHALLENGE:
The first challenge was finding a formula to reflect Hong Kong as lifestyle trendsetter of Asia to the local Malaysian market. After analysing and understanding an aspirational aspects of Hong Kong to a story telling approach to the expo was formulated towards the local Malaysian audience. The second challenge was due to many restrictions set by the venue, making it difficult to create visual impact. This was resolved by adding a 15m wide LED screen at the entry foyer to tell the Hong Kong story.

ADDED DATE:
2018-09-05 09:19:30

TEAM MEMBERS (7) :
Jason Cheung, Dury Chin, Eddie Chak, KK Cheung, Sheena Fung, Abby Chan and Rita Ho

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

Instyle Hk 2017 Expo by Hong Kong Trade Development Council is a Nominee in Event and Happening Design Category.

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AWARD DETAILS

Instyle Hk 2017 Expo by Hong Kong Trade Development Council is Winner in Event and Happening Design Category, 2018 - 2019.



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