Chic HK 2020 Osrednji sejemski dogodek za življenjski slog – avtor Hong Kong Trade Development Council

Delo Chic HK 2020 Osrednji sejemski dogodek za življenjski slog avtorja Hong Kong Trade Development Council je izjemno cenjeni dobitnik prestižne nagrade 2021 Železna nagrada A' Design Award v tekmovalni kategoriji Oblikovanje dogodkov in prireditev.

ŽeleznaDogodek· 2021

Chic HK 2020 Osrednji sejemski dogodek za življenjski slog

avtor/ica: Hong Kong Trade Development Council

Naročnik: Hong Kong Trade Development Council

Dobitnik nagrade Železna nagrada A' Design Award v kategoriji Dogodek

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Dizajn

O dizajnu Chic HK 2020 Osrednji sejemski dogodek za življenjski slog

Chic HK 2020 je sejemski dogodek za življenjski slog, ki je potekal v Guangzhouju na Kitajskem. Dogodek je 80 podjetjem iz Hongkonga pomagal graditi prepoznavnost blagovne znamke in preizkusiti odziv potrošnikov na trgu južne Kitajske. Vizualni koncept združuje tradicionalne in poenostavljene kitajske znake ter tako oblikuje novo tipografijo za naslov dogodka. Grafiki so bile dodane tri primarne barve, ki so označevale različne sektorje življenjskega sloga. Razstava je obsegala 9000 kvadratnih metrov na dveh nadstropjih in je trajala štiri dni. Obiskovalce sta pozdravila velika grafika na stekleni fasadi in 3D dobrodošlica v ozadju.

Priznanje

O nagradi Železna nagrada A' Design Award

Chic HK 2020 Osrednji sejemski dogodek za življenjski slog je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Chic HK 2020 Osrednji sejemski dogodek za življenjski slog se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Chic HK 2020 Osrednji sejemski dogodek za življenjski slog zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: Chic HK event aided 80 Hong Kong companies to develop brand awareness and test local consumers response in the South China market of Guangzhou. The organizer required a design to highlight Hong Kong as one of the Asia most vibrant and unique lifestyle hub. Making use of 3 primary colours and intermixing traditional and simplified Chinese characters, a new visual concept was created for this inaugural promotional event.
Dimenzije in embalaža: The exhibition area over 2 floors was 9000sqm. Outside the venue, a 27m high x 17m wide graphic sticker of the event title was placed on the glazed facade. Inside the concourse is a 3D welcome backdrop at 12m wide x 4.5m high. The exhibition hall features a 40m long spans of LED display units at the main entry aisle with 5m high booths constructed with metal frames, then spray painted finish or cladded with wooden slats. All lights were LED and flooring were carpeted mixed with floor stickers.
Oznake: Trade, Hong Kong, Lifestyle, Expo, Typography, Chinese Characters, HKTDC, Design, Organiser, Chic, China
Proizvodna tehnologija: The glazed facade of the venue displayed a 27m high x 17m wide Chic HK graphic sticker. At the concourse, a 3D welcome backdrop at 12m wide x 4.5m high made of plywood, metal frame and vinyl graphics was placed. All the exhibition booths were constructed with metal frames and sprayed paint finish or cladded with wooden slats. All lights and acrylic lettering used LED lights. Featured inside the main hall, a 40m long x 6.5m wide corridor housed a straddled series of hanging LED units emitting images.
Oblikovalski izziv: The most challenging part was finding a design concept that could highlight HK brands and lifestyle to the local Guangzhou market. After analysing what makes Hong Kong culture unique and how it differs from other mainland Chinese cultures, we started to play on the different written Chinese characters along with added primary colours to formulate an overall new visual design. The colours also helped categorise the sub divide the various lifestyle sectors at the Chic HK event.
Raziskave: After researching the Guangzhou consumer market, we played with the juxtaposition of traditional and simplified version of the written Chinese characters to create a new translated title for Chic HK. This new typography was a cultural way to convey the idea of familiarity yet refreshing twist to the event. From this, prime colours were added to make various visual elements pop-out. Providing a new visual communication to position the brands of HK being presented this event.
Inspiracija: Inspiration stemmed from studying the written Chinese characters for Chic HK. Officially two forms of written Chinese, a traditional style used in Hong Kong and a simplified version used in mainland China. Both forms of writing were intermixed to create a new look in the Chinese calligraphy. Subsequently, 3 primary colours were added to make the graphic promotions visually pop out and these colours also help indicate the various lifestyle sectors at the event’s physical space.
Trajanje projekta: The project duration was 3 months from initial briefing to onsite completion. It was located at the Nan Fung International Convention & Exhibition Center, Guangzhou, China and the event ran for 4 days starting from the 9 - 13 of January 2020.
Potek delovanja: The first impression for the visitors began with a 17m (w) x 24m (h) graphic sticker of Chic HK at the exterior glazing of the venue. In the concourse, a 3D welcome backdrop for photo opportunities is placed. Inside the exhibition hall, a 40m (l) x 6.5m (w) x 5m (h) corridor with straddled LED units emitted graphic images created a more transformative spatial and visual experience. After this, the visitors would freely explore the colour coded booths and other facilities of the show.
Patenti: Copyrights belong to Hong Kong Trade Development Council, 2020
Člani ekipe: Jason Cheung
Dury Chin
Eddie Chak
Stephen Wong
Jeff Cheng
Carson Wong
Shirley Fung
Zasluge za slike: Hong Kong Trade Development Council