Pixel Love Installations by Hong Kong Trade Development Council

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DESIGN DETAILS
DESIGN NAME:
Pixel Love

PRIMARY FUNCTION:
Installations

INSPIRATION:
Based on the design requirement set by the organizer, research began with the psychology of how people perceive joy and this lead to the idea of digitalized messages and emojis. According to scientific research dopamine is produced in the brain when positive digital messages are received causing feelings of joy. From this, the idea was expanded into a physical experience using vibrant pixelated colours and patterns from a video gaming culture of the Eighties to form our concept Pixel Love!

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Held annual at the Hong Kong Convention & Exhibition Centre, the HK Gifts & Premium Fair is one of the largest trade fair of its kind in Asia. The organiser wanted to uplift an overall ambience of the fair by creating an eye-catching design that would evoke the feeling of joy to welcome its attendees. For this, a welcome installation was created at the venues main foyer, together with another installation at the main entry point of exhibition hall under the theme of Pixel Love!

OPERATION / FLOW / INTERACTION:
The design work made by organizer played an important role to elevate the overall image of this trade fair. By locating these installations before visitors entered the actual exhibition halls containing over 4,300 booths was vital. This provided, an opportunity for the design team to produce unexpected design formats to heighten the senses of visitors and created a good first impression. The bold effect of these Pixel Love! installations drew many visitors to stop, engage and take selfies.

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 in Wan Chai Hong Kong and the event ran for 4 days starting from the 27th to the 30th of April 2018.

PRODUCTION / REALIZATION TECHNOLOGY:
The welcome installation consisted of 2 LED monoliths transmitting an intro video of the trade fair Pixel Love! theme. Located in front was a series of freestanding lit message icons, positioned for visitors to take selfies. Elsewhere at an entry point installation of the hall, a giant giftbox icon sits in front of 3 metal claw vending machines. The walls in this area were covered in vinyl graphics with sounds from the video games of the Eighties being played before the visitors entered into the exhibition hall.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The 30m2 x 5m high welcome installation, consisted of 2 large LED screen. Purposely placed in front for people to take selfies were a series of super large lit message icons made from acrylic, wooden casing and LED lighting. For an entry point installation of the 19m2 exhibition hall, 3 metal clawed vending machines housing giant donuts, giftboxes and love hearts. All structural formats were made from reusable aluminium structures covered using foamboard or mounted vinyl graphics.

TAGS:
Trade, Hong Kong, Gifts, Premium, Installation, Space, Exhibition, HKTDC, Design, Organiser, Fair, Digital, Pixel, Love, Selfies, The Eighties, games, emoji

RESEARCH ABSTRACT:
By analysing the thinking into what makes people happy in this new digital age led the team to the idea of digitalized messaging and emojis. Research has shown, happy chemicals called dopamine are produced in the brain when positive electronic messages are received. This idea evolved into a spatial design experience for the 2 areas to uplift this trade fair. By basing the influence on a video gaming culture of the late Eighties also provided a feeling of familiarity towards the expectations of visitors.

CHALLENGE:
Finding a design concept that has not been previous done for this fair was a challenging. Along with an idea that could evoke feelings of joy towards welcome and engaging the international attendees was also unusual request. This led to creating an interactive space, that was fun for taking selfies being developed. The result of developing a concept using retro pixelated graphics helped elevate the fair, and created a more memorable experience for the events attendees.

ADDED DATE:
2018-09-12 09:12:47

TEAM MEMBERS (7) :
Jason Cheung, Dury Chin, Eddie Chak, KK Cheung, Sheena Fung, Phyllis Ng and Cherry Chan

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

Pixel Love Installations by Hong Kong Trade Development Council is a Nominee in Event and Happening Design Category.

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AWARD DETAILS

Pixel Love Installations by Hong Kong Trade Development Council is Winner in Event and Happening Design Category, 2018 - 2019.



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