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Fashion of Music
Designer: Jason Cheung - Head of Creative
Design Type: Installation & multi-functional space
Company / Organization / School: Hong Kong Trade Development Council
Team Members: Dury Chin – Deputy Head of Creative Eddie Chak – Manager, Graphic Design Stephen Wong – Deputy Manager, Exhibition Design Sheena Fung – Operation Manager, Creative Dick Law – Senior Graphic Designer Cheng Yee Ling – Exhibition Designer Amies Sit – Visual Display Designer Hillary Lau – Project Assistant
In order to uplift the overall image of the 2016 Hong Kong Fashion Week, two areas were provided from the fair organizer, the Hong Kong Trade Development Council. The first area was an installation built at the venue’s main entrance under the theme “Fashion of Music”. The installation consisted of 5m high LED screen, stylized music band setting from mannequins and a large lit signage to welcome attendees. Following this similar concept, an internal multifunctional space inside the main exhibition hall, were fashion shows, open seminars, and casual lounge for informal meetings activities occurred was build. The main challenge was delivering a design that would help position and transform the perception of this traditional sourcing fair into a marketing show. Our strategy was to be neutral and consider an approach that would not refer to any fashion brand in particular while enhancing the overall ambience of this fair. From this, “Fashion of Music” was developed. The meaning behind this was to illustrate the symbiotic nature between music and fashion in the context of generating modern culture.