Chic HK 2020 Gyvenimo būdo prekybos renginys – autorius Hong Kong Trade Development Council

Darbas Chic HK 2020 Gyvenimo būdo prekybos renginys, kurio autorius Hong Kong Trade Development Council, yra itin vertinamas prestižinio 2021 Geležinis apdovanojimas A' Design Award laimėtojas konkurso kategorijoje Renginių ir įvykių dizainas.

GeležinisRenginys· 2021

Chic HK 2020 Gyvenimo būdo prekybos renginys

Dizaineris: Hong Kong Trade Development Council

Klientas: Hong Kong Trade Development Council

Kategorijos Renginys laimėtojas – Geležinis apdovanojimas A' Design Award

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Dizainas

Apie Chic HK 2020 Gyvenimo būdo prekybos renginys

„Chic HK 2020“ – tai gyvenimo būdo prekybos renginys, vykęs Guangdžou mieste, Kinijoje. Renginys padėjo 80 Honkongo įmonių sustiprinti prekės ženklo žinomumą ir išbandyti vartotojų reakciją Pietų Kinijos rinkoje. Vizualinė koncepcija sujungia tradicinius ir supaprastintus kinų rašmenis, sukuriant naują tipografiją renginio pavadinimui. Grafikoje panaudotos trys pagrindinės spalvos, žyminčios skirtingus gyvenimo būdo sektorius. Paroda užėmė 9000 kvadratinių metrų plotą dviejuose aukštuose ir truko keturias dienas. Lankytojus pasitiko didelė grafika ant stiklinio fasado ir 3D pasitikimo fonas.

Pripažinimas

Apie Geležinis apdovanojimas A' Design Award

Chic HK 2020 Gyvenimo būdo prekybos renginys laimėjo Geležinį apdovanojimą A' Design Award, prestižinį pripažinimą, skiriamą geriems dizainams, atitinkantiems profesinius ir pramoninius reikalavimus, kurių tikimasi iš gerai suprojektuotų kūrinių. Geležies laureatai rodo didelius kūrėjų įgūdžius, aukštą specializaciją, ekspertinį supratimą ir kūrybinį gebėjimą. Tikimasi, kad Chic HK 2020 Gyvenimo būdo prekybos renginys bus aukštai vertinamas, žavimas ir brangus kūrinys, praktiškas ir novatoriškas. Šis Geležiniu apdovanojimu įvertintas dizainas integruoja geriausias pramonės praktikas ir turi kompetentingas technines savybes, susietas su patirtimi ir talentu. Chic HK 2020 Gyvenimo būdo prekybos renginys gerbiamas už kruopštumą ir sukurtas taip, kad gerintų gyvenimo kokybę ir padėtų padaryti pasaulį geresne vieta.

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Dizainerio pateikti kreditai, komandos nariai ir techninė informacija.

Unikalios savybės: 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.
Matmenys ir pakuotė: 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.
Žymos: Trade, Hong Kong, Lifestyle, Expo, Typography, Chinese Characters, HKTDC, Design, Organiser, Chic, China
Gamybos technologija: 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.
Dizaino iššūkis: 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.
Tyrimas: 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.
Įkvėpimas: 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.
Projekto trukmė: 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.
Veikimo eiga: 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.
Patentai: Copyrights belong to Hong Kong Trade Development Council, 2020
Komandos nariai: Jason Cheung
Dury Chin
Eddie Chak
Stephen Wong
Jeff Cheng
Carson Wong
Shirley Fung
Nuotraukų autoriai: Hong Kong Trade Development Council