MarketingPulse 2018 Conferences by Hong Kong Trade Development Council

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DESIGN DETAILS
DESIGN NAME:
MarketingPulse 2018

PRIMARY FUNCTION:
Conferences

INSPIRATION:
The design team’s objective was to echo the new MarketingPulse logo creatively within the event’s spatial design. To do this, research started by reverse engineering the new logo, from there it was decided the 3 colours blue, green and yellow would segregate the forum space. Also by blackening out the conference, with drapes and exaggerating the overlapping trapezium shapes found on the logo into the space provided a premium feel.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Organised by the Hong Kong Trade Development Council (HKTDC) the MarketingPulse was launched at the HK Convention and Exhibition Centre as a new premier flagship conference. The event’s objective was to gather the best marketers and branding experts from around the world to explore new collaborations and opportunities in the Asia region. The organisers wanted to echo aspects of the new MarketPulse logo within the 5000sqm event design.

OPERATION / FLOW / INTERACTION:
The visual journey of bold graphic elements derived from the new logo started at the venue’s concourse then towards the reception. Placed at the conference hall’s main entry point there is a lit sign installation. Inside of the hall, the atmosphere was more dramatic, only the communal areas were lit. Along with a series of suspended super large lit titles hung for visitors to explore the space. At the end of the conference event the audience are simultaneously filter to the cocktail area.

PROJECT DURATION AND LOCATION:
The project duration was 3 months from initial briefing to onsite completion. It was located at the Hong Kong Convention and Exhibition Centre (HKCEC) in Wan Chai Hong Kong and the event ran for 1 day on the 21st March 2018.

PRODUCTION / REALIZATION TECHNOLOGY:
Reusable aluminium system with mounted vinyl graphics and digital prints were used for the wall constructions. The seminar rooms and outer perimeter walls were constructed out of a 4m high reusable wall system with a 500mm cavity laced with thick black drapes on either side to obtain better acoustic quality. All the audio visual., drapes and furniture were hired to minimise waste. Carpets used were biodegradable. All suspended LED lit lettering were encased with acrylic and wooden casing.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Since sound quality and lighting was paramount in this 5000sqm space, 4m high walls with a 500mm cavity and double black draping were built to minimise any sound pollution in-between the 3 concurrent live presentation areas. The layout was crucial to ensure all the various participants would intermix in the after-show cocktail area called Cheers. To make this happen the exit from each seminars space were designed to filter people into this congregating area at the end of the event.

TAGS:
MarketPulse, Branding Marketing, Hong Kong, Conference, Installation, Space, Exhibition, HKTDC, Design, Organiser, Seminar, Forum

RESEARCH ABSTRACT:
By closely examining the aesthetic composition of MarketingPulse’s new logo. Revealed that the logo consisted of 3 colored trapezium shapes; blue, green and yellow. The left side of the logo showed 2 of the trapezium shapes overlapping to create the letter M which stands for Marketing. Then on the right of this, another trapezium shape forming the letter P with its surrounding negative white space. These components were used in the approach towards the spatial design.

CHALLENGE:
The onus was to reflect MarketPulse new logo design. Therefore, the approach towards the spatial design was to use the logo’s graphic elements to sculpt the space. All the structure elements were kept simple by using standardised reusable exhibition building material. To dramatize the space a lot of black and use dramatic lighting were used to heighten the contrast. This created emphasizes on the dynamic graphics and signage’s, resulting in a more premium ambience towards the spatial design.

ADDED DATE:
2018-09-12 09:12:26

TEAM MEMBERS (7) :
Jason Cheung, Dury Chin, Eddie Chak, KK Cheung, Sheena Fung, Janet Chu and Vicky Chor

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

Marketingpulse 2018 Conferences by Hong Kong Trade Development Council is a Nominee in Event and Happening Design Category.

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AWARD DETAILS

Marketingpulse 2018 Conferences by Hong Kong Trade Development Council is Winner in Event and Happening Design Category, 2018 - 2019.



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