Fashion Launderette: A Fun and Engaging Installation Space at Hong Kong Fashion Week

Transforming Fashion Week with a Unique Thematic Approach

The Fashion Launderette, designed by the Hong Kong Trade Development Council, brought a fresh and exciting element to the 2019 Hong Kong Fashion Week. This unique installation space was created to complement the various genres of fashion brands exhibiting at the fair, while also providing an eye-catching and engaging experience for visitors.

The design concept was inspired by the 1980s laundromat culture, with each installation echoing the latest color trends for the upcoming season. The Fashion Launderette consisted of three main areas: a welcome installation at the venue's main foyer, an entrance treatment for the exhibition hall's main entry point, and a 350m2 multifunctional space inside the hall for fashion shows, seminars, cocktail receptions, and other gathering activities.

The design team utilized reusable aluminum systems cladded with vinyl graphics to create decorative walls. The facade of the washing machines was made from digital printed plywood covers with rounded framed glass inserts, some of which featured digital screens. Other materials used included metal frames, carpet, wooden tiered seating with digital prints, and a large digital screen hung on the main backdrop of the multifunctional space.

The technical specifications of the Fashion Launderette included the use of reusable aluminum systems, metal frames, plywood panels with digital prints, stretched vinyl, backlit acrylic signage, and foamboard. All furniture and mannequins were hired, and props such as washing powder and detergent were covered with artwork stickers. The flooring was made of biodegradable carpet, ensuring an environmentally friendly approach.

The flow of the Fashion Launderette was carefully designed to enhance visitors' first impressions as they entered the exhibition hall. The welcome installation and entrance treatment created a captivating experience before visitors explored the fashion booths inside the trade fair. The central multifunctional space, with its Fashion Launderette concept, served as a focal point for visitors to gather and engage with various activities.

The Fashion Launderette project took three months from initial briefing to onsite completion. It was located at the Hong Kong Convention and Exhibition Centre in Wan Chai, Hong Kong, and the event ran for four days from January 14th to 17th, 2019. The design was based on extensive research, combining fashion trend forecasts with the aim of providing an impartial yet eye-catching theme related to the fashion and clothing industry.

The Fashion Launderette design overcame several challenges, including finding a concept that worked with the various fashion genres exhibiting at the fair. Aesthetically, the design had to uplift the fair's image and be engaging and Instagrammable for the thousands of visitors. After considering multiple ideas, the Fashion Launderette concept emerged as the most appealing and effective solution.

The Fashion Launderette design received recognition for its creativity and ingenuity, winning the Bronze A' Design Award in the Event and Happening Design category in 2020. This prestigious award is bestowed upon outstanding designs that demonstrate resourcefulness and contribute to quality of life improvements. The Fashion Launderette exemplifies the integration of art, science, design, and technology, making it a standout installation at the Hong Kong Fashion Week.