We had the distinct pleasure to interview award winning designer about their original and creative design work. is an award-winning creative designer, that makes our world a better place with their original works.
("") answered Design Interview ("DI") questions about their award-winning work . Interview questions prepared by Frank Scott.
: Since this is a marketing component of the trade fair and opened to the general public, the idea was to bring a feeling of luxury and romance into the introductory space of this new zone which housed over 140 international high-end watch brands. Therefore our idea was to evoke a feeling of luxury and romance as part of the visitors experience based on the nostalgic concept of a “Deluxe Train Journey.”
: The story line of the experience journey was important from daylight train ticketing area to an evening lit train platform scene when entering into the exhibition hall. Another element was to heighten the drama and surprise element with the use of AV technology and voyeuristic story telling of each zone through the carriage windows.
: It gives us confidence to make this into a case study on how to make a memorable event within our internal event designer team and some design educational to inspire young exhibition design talent.
: The initial concept was two week and from there to the physical build 4 months.
: The design was originated by the HKTDC creative team. The “Deluxe Train Journey” as a concept was developed for two main reasons: First, the train journey idea evolved from a mixture of old movie using this genre to give us the romance and the luxury travel by looking at classic royal train carriages as well as the classic Orient Express. Second, it allowed us to divide each carriage to represent the 4 different zones within the Salon de TE hall. As such each journey presented a different season: spring, summer, autumn and winter.
: No, it is a one off bespoke temporary design which lasted for 5 days.
: The intention of our work was to help uplift the lifestyle element of the Hong Kong Trade Development Council’s trade events. It is also a good opportunity to work and coordinate with a diverse team of specialist and make the idea come alive. Lastly, the emotional reactions from visitors when they journey through the space are all reasons to make us want to design this type of work.
: Influences were from our research of the Orient Express, royalty trains carriage and old movie during the golden age of cinema.
: The general public, watch collectors and various high-end watch brand exhibitors.
: The Salon de TE was different because it provided a design experience introductory space, instead of coming into a traditional trade hall and the first experience are rows of exhibition booths.
: This reason the concept was named “Deluxe Train Journey” was that it reflected upon the introductory space design. This dramatized approach are obvious, the concourse reception was transformed into a daytime grand train station scene, while juxtaposed inside the exhibition hall with a contrasting evening train platform setting. While all the train carriages with various messaging were based on our research of royalty and travel which relates back to the name of the design.
: Microstation, Photoshop and Illustrator are the basic.
: The Salon de TE was unique because it provided a design experience introductory space, instead of coming into a traditional trade hall and the first experience are rows of exhibition booths. In addition other unique aspects were the train carriages windows that visitors can peer through to see the various visual stories and sounds to introduce the Salon de TE.
: As well as our core in-house creative team we collaborated with film/theater lighting designers and multi-media content specialist.
: We used technology to enhance and aid our visual cues to enhance our story telling within the space.
: The main difficulty was we only had 3 days for both the move-in and onsite setup. Our solution was to do vigorous off-site testing for construction methods, A/V rehearsals, propping and multimedia. This was crucial to ensure the 3 days setup was met.
: We had many positive reactions from high level delegates, associations and visitors therefore decided it would be worthwhile to try to showcase our hard work and creativity to a highly prestigious international competition jury.
: We learnt a lot from each other’s disciplines and that team work and ensuring we were properly prepared are important aspect to gain project success. Also the power to create and orchestrate that emotional journey was a key learning factor in this project.
