Supermarket Therapy: A Novel Approach to Trade Fair Design

Hong Kong Trade Development Council's Innovative Design Wins Silver A' Event and Happening Design Award

The Council's design team was tasked with creating an eye-catching design for the 2017 edition of the Hong Kong International Printing & Packaging Fair. The challenge was to distinguish the fair from other participants, while adhering to budget constraints and sustainability goals. The result was the Supermarket Therapy concept, a surrealistic supermarket environment that used bold colours to differentiate each zone and capture visitors' attention.

The design was not only visually striking but also practical. The team made use of lightweight, reusable aluminium systems for walls and backdrops, and biodegradable carpets for the supermarket-themed functional spaces. Props were hired to reduce on-site waste, reflecting the Council's commitment to environmental sustainability.

The project, which took three months from initial briefing to onsite completion, covered a 6m wide x 3.5m high registration wall with counter, an open forum, a print awards and digital printing awards areas, along with a separate seminar space to seat 100 people. The design was implemented at the Asia World Expo in Hong Kong, with the event running for four days.

Despite the challenges, the Council's design team managed to create a fun and engaging experience for the trade fair attendees. The Supermarket Therapy concept was a testament to the team's creativity and ability to think outside the box, turning a traditional trade fair into a visually stimulating and interactive experience.

The design's success was recognized with the Silver A' Event and Happening Design Award in 2018. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. The Supermarket Therapy concept certainly fits this description, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.