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Chic HK 2020 Showcases Hong Kong Lifestyle in Guangzhou

Chic HK 2020, organized by Hong Kong Trade Development Council, brought together 80 Hong Kong companies to test the South China market in Guangzhou. The event aimed to highlight Hong Kong as one of Asia's most vibrant lifestyle hubs, featuring a unique design concept that integrated traditional and simplified Chinese characters along with three primary colors to create a visually striking promotional event.

The event's design featured a 27m high x 17m wide Chic HK graphic sticker on the glazed facade, a 3D welcome backdrop, and exhibition booths with metal frames and LED lights. The 9000sqm exhibition area housed a 40m long corridor with hanging LED units, providing a transformative spatial and visual experience for visitors.

The design concept was a result of extensive research into the Guangzhou consumer market, aiming to convey familiarity with a refreshing twist through the juxtaposition of traditional and simplified Chinese characters. The integration of primary colors aimed to make the event's visual elements pop out, positioning the brands of Hong Kong in a new light.

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