Extensive Publicity: A New Era in Retail Design

Blending Streetball Culture with Futuristic Elements in a Hong Kong Lifestyle Store

The inspiration behind Extensive Publicity is rooted in the owners' and targeted consumers' love for street basketball and pop collectibles. The store's tough-luxe theme is heavily influenced by New York City's streetball culture, combined with futuristic visual elements. This design speaks to a more sophisticated crowd, proving that anything can be a collector's item.

What sets Extensive Publicity apart is its unique layout and design elements. The 3000 sq ft L-shaped showroom, wrapped in a zig-zag façade, spans an entire floor. It features a half basketball court that connects two display areas for clothing and footwear, accented with a lit-up hoop and a claw machine. This multipurpose space is also suited for events, fittings, and product launches.

The design realization technology used in the store is equally impressive. The dark palette, complemented by heavy-duty concrete flooring, highlights a variety of light fixtures that stir the senses and define the space. Broken stripes of stick lights bring a sense of movement to the compact apparel aisle, while a stacked rod light fixture illuminates the wide sneaker display space.

Despite the design challenges, such as achieving a design-driven look on a tight budget and ensuring flexibility in the multi-purpose venue, Tenniel Tsang and the Novus Design Team managed to create a unique retail space. They used premium materials sparingly yet judiciously, and incorporated adjustable light-duty shelves for versatile display changes.

The project, which started in October 2017 and finished in November 2017, has been recognized for its innovative design. Extensive Publicity was awarded Silver in A' Interior Space, Retail and Exhibition Design Award in 2019. This award is given to designs that illustrate outstanding expertise and innovation, and introduce positive feelings, amazement, and wonder.