Centrestage 2017: A Playful Journey through Fashion

Elevating the Fashion Event Experience with Nouveau Playhouse

The entrance concourse, spanning 1800 square meters, set the stage for the journey ahead. Vibrant colors, gamification formats, and eye-catching typography welcomed visitors, evoking a sense of excitement and anticipation. Moving kinetic letters, word puzzles, and a large LED screen engaged visitors from the moment they entered, leaving a lasting first impression.

Inside the exhibition hall, a central display and catwalk area showcased the numerous fashion brands in a more subdued and functional manner. The 185 square meter central display, made from metal sectioned framework with LED strip lighting, formed a playground concept. Linear geometric shapes created a dynamic and visually striking backdrop, allowing the fashion labels to take center stage.

The catwalk arena, spanning 210 square meters, featured a dreamlike playground in digital print finish on plywood backing. This whimsical backdrop, complemented by an 80-inch TV screen, provided the perfect setting for fashion shows and presentations. The muted color tone of the catwalk area ensured that the focus remained on the fashion collections and designers.

One of the key challenges in designing Centrestage 2017 was creating an impartial design language that uplifted the overall ambience. By incorporating elements of play and gamification, each area of the event was carefully curated to enhance the visitor experience. The bold and colorful concourse area created a striking initial impact, while the central display and catwalk area provided a neutral backdrop to highlight the fashion brands.

The realization of the design was achieved through a combination of prefabricated materials and on-site assembly. System walls covered with plywood backing and finished in digital print, along with 40mm x 40mm metal hollow sections for structural support, were recycled after the event. Biodegradable carpets were used for the flooring, ensuring sustainability.

The Nouveau Playhouse concept at Centrestage 2017 successfully elevated the event's image and provided a unique platform for discovering new fashion talents. The immersive and interactive design created a memorable experience for visitors, showcasing the latest fashion brands in a visually stunning and engaging manner.

Centrestage 2017, held at the Hong Kong Convention and Exhibition Centre in Wan Chai, ran for four days from September 6th, 2017. The project, from initial briefing to onsite completion, took three months to realize. The design received the Bronze A' Design Award in the Event and Happening Design category in 2019, recognizing its outstanding creativity and resourcefulness.