Neon Nights: A Vibrant Transformation of HK Fashion Week

Hong Kong Trade Development Council's Award-Winning Event Design

The Neon Nights concept was a modernistic interpretation of the city's renowned neon signboards. The design integrated the latest colour trends of the fashion industry, creating a cool and vibrant aesthetic effect. Bespoke metal frames with die-cut patterns reminiscent of vintage shop fronts of Hong Kong were interlaced with opaque coloured panels and faux neon signs.

The design uplifted the image of the fashion week from a sourcing fair into a marketing show. Three areas were provided: a welcome installation at the venue's main entrance, the entry treatment of the exhibition hall, and a 300m2 multifunctional space inside the hall dedicated to fashion shows, seminars, and informal meetings.

All three areas were made with metal frames with die-cut patterns and backlit 10mm thick opaque coloured twin wall sheets. Neon signages made from LED light strips, digital stickers, biodegradable carpet, and dressed mannequins completed the set. Inside the hall, a 2.5m x 5m LED screen with two three-tiered wooden seating modules with fabric cushions were added.

The design process took three months from initial briefing to onsite completion. The event was located at the Hong Kong Convention and Exhibition Centre in Wan Chai, Hong Kong, and ran for four days from the 8th to the 11th of July 2019. The design concept of Neon Nights was developed by working with the latest fashion trends forecast company and depicting elements of Hong Kong's famous nighttime neon signboards that are still visible in old parts of the city.

The most challenging part of the project was finding a design concept that could transform the perception of this annual fashion trade fair into a marketing show. Despite a low budget and short onsite move-in period of three days, the design team managed to create a simple, refreshing, and effective approach that made the organiser’s area different from previous designs.

The Neon Nights design was a transformative contribution to the overall image of the fashion trade fair. It successfully integrated the latest fashion industry colour trends into elements of retro Hong Kong nighttime neon street scenes, creating a unique and vibrant aesthetic that was recognised with a Silver A' Design Award.