HK International Jewellery Show 2017: A Tribute to the Movie Queens

Elevating the Position of a Sourcing Fair into a Marketing Show

For the 2017 edition of the Hong Kong International Jewellery Fair, the Hong Kong Trade Development Council (HKTDC) took on the challenge of transforming the event from a sourcing fair into a marketing show. To achieve this, the HKTDC enlisted the help of a talented design team to create a captivating and glamorous entrance experience.

The design team, led by Jason Cheung, Dury Chin, and Eddie Chak, drew inspiration from classic Hollywood movies featuring glamorous leading ladies. The entrance treatments for the three specialized zones were influenced by iconic films such as Breakfast at Tiffany's, Funny Faces, and Roman Holiday. The concept, titled "Tribute to the Movie Queens," aimed to evoke feelings of romantic glamour and transport visitors into a world of elegance and sophistication.

The main entrance of the Hong Kong Convention & Exhibition Centre (HKCEC) was transformed into a grandiose movie theatre facade. A 16.5m wide by 4.8m high vinyl graphics light box replicated the iconic image of a movie theatre, setting the stage for the glamorous experience that awaited inside.

Inside the HKCEC's main foyer, a 49m2 installation signage was built to replicate the interior of a high-class movie theatre. This larger-than-life installation created a sense of grandeur and elegance, immersing visitors in the world of the silver screen.

The entry points into the three specialized zones were designed to engage visitors and heighten their first impression of the fair. Graphics, biodegradable carpet, and mannequins were strategically used to create a visually impactful experience. Each entry point provided enough clues for visitors to guess the movie the scene setting was from, encouraging them to mentally interact with the decorations.

The design team faced several challenges throughout the project, including the tight onsite production deadline and the need to evoke feelings of glamour within a physical spatial experience. However, through extensive research into iconic movie heroines and their glamorous lifestyles, the team was able to successfully reinterpret the art direction and scenery of classic Hollywood films into their design.

The project, from initial briefing to onsite completion, spanned three months. The 2017 Hong Kong International Jewellery Fair took place from March 2nd to March 6th at the HKCEC in Wan Chai, Hong Kong.

The design for the HK International Jewellery Show 2017 was a winner of the Iron A' Design Award in the Event and Happening Design category. This prestigious award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The design's integration of industry best practices and competent technical characteristics contributed to a better world and provided fulfillment and positive feelings to visitors.