InStyle HK 2017: A Blend of East and West in Expo Design

Hong Kong Trade Development Council's Award-Winning Exhibition Booth Design

The InStyle HK 2017, an expo booth designed by the Hong Kong Trade Development Council, was inspired by the unique blend of East and West that characterizes Hong Kong. The design aimed to provide an immersive experience of Hong Kong's lifestyle to attendees in Kuala Lumpur. The architectural style of the booth was influenced by Western elements, creating an ambience reminiscent of an upscale boutique shopping experience.

The expo was held inside a hotel in Kuala Lumpur with the objective of developing brand awareness and gauging market response for 40 Hong Kong lifestyle companies. The design needed to visually stand out and position Hong Kong as a lifestyle trendsetter in Asia. The event covered a 600m2 area of the hotel's ballroom and foyer.

Materials used for the construction of the exterior arch and the boutique-style facades included metal framework, wooden panels, foamboard lettering, digital print, and foliage. Inside the ballroom, all 40 expo booths were made from reusable aluminum systems, clad with wooden frames, and lit with warm LED fixtures.

The design process involved extensive research into the Malaysian market to understand what aspects of Hong Kong's aspirational lifestyle would appeal to local consumers. The unique status of Hong Kong as the original East-meets-West destination was leveraged, combining Western-influenced architectural decor with a diverse collection of Hong Kong-designed products and images to create an engaging experience for visitors.

Despite challenges such as venue restrictions that made it difficult to create a visual impact, the design team managed to overcome these by incorporating a 15m wide LED screen at the entry foyer to narrate the Hong Kong story. The result was a successful expo that not only showcased Hong Kong's lifestyle but also positioned it as a trendsetter in Asia.

The InStyle HK 2017 design was recognized for its creativity and innovation, winning the Silver A' Event and Happening Design Award in 2019. This prestigious award is given to designs that demonstrate outstanding expertise, innovation, and artistic skill, and that evoke positive feelings, amazement, and wonder.