Style Hong Kong Show: A Fusion of Fashion and Architecture

Exploring the Innovative Design of the 2011 Beijing Trade Fair

The design's unique properties lie in its ability to stand out aesthetically from its surroundings, while also being rain and windproof. The trade fair, held in the fashionable Sanlitun Village shopping centre in Beijing’s Chaoyang District, featured six futuristic dome-shaped booths housing 12 of Hong Kong's top brands. These booths were not only visually striking but also served a practical purpose, providing a safe and comfortable space for visitors and exhibitors alike.

The Creative Department of HKTDC faced several challenges in bringing this design to life. One of the most significant was creating a design that could stand out among the modern angular architectural buildings of the venue. The solution was the concept of "Flowing Vogue," which not only brought Hong Kong style influences to Beijing but also encouraged visitors to flow from the outdoor space into the indoor exhibition hall.

The use of eco-friendly materials was another unique aspect of this design. The booths were decorated with paper banners and fabric materials, demonstrating a commitment to sustainability. This approach not only enhanced the visual appeal of the booths but also aligned with the growing trend towards environmentally friendly design practices.

The Style Hong Kong Show in Beijing was more than just a trade fair; it was a platform for Hong Kong companies to penetrate the mainland retail market and develop brand awareness among local consumers. The event also facilitated business matching meetings, helping Hong Kong companies to develop new business opportunities and potential trade partners in the mainland.

The design's success was recognized with a Golden A' Event and Happening Design Award in 2013. This prestigious award is granted to creations that reflect the designer's prodigy and wisdom, advance art, science, design, and technology, and significantly impact the world with their desirable characteristics. The Style Hong Kong Show in Beijing is a testament to the power of innovative design in transforming a trade fair into a memorable experience.