Responsible for leading the Creative Department to support HKTDC's activities as an internal design house: Taking responsibilty for teams in Exhibition Design, Graphics Design, Fashion & Lifestyle and Operation.

Events & Happening Category
Silver A Design Awards 2016 for Salon de TE
Golden A Design Awards2013 for Style HK Beijing

About HKTDC
A statutory body established in 1966, the Hong Kong Trade Development Council (HKTDC) is the international marketing arm for Hong Kong-based traders, manufacturers and service providers. With more than 40 global offices, including 13 on the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China and throughout Asia. The HKTDC also organises trade fairs and business missions to provide companies, particularly SMEs, with business opportunities on the mainland and in overseas markets, while providing information via trade publications, research reports and online. For more information, please visit: www.hktdc.com.

Salon de TE Introductory for Watch Fair by Hong Kong Trade Development Council An introductory space design of 1900m2 was required, before visitors explored the 145 international watch brands within the Salon de TE. To capture the visitor’s imagination of luxury lifestyle and romance a “Deluxe Train Journey” was developed as the main concept. To create dramatization the reception concourse was converted into a daytime station theme juxtaposed with the interior hall’s evening train platform scene with life-size train carriage windows emitting storytelling visuals. Lastly, a multifunctional arena with a stage opens up to the various branded showcases.

Triple Reuse Installation by Hong Kong Trade Development Council In April 2016, 3 trade fairs opened in succession and a series of welcome installations were required to mark the entrance of the venue. Apart from each fair having its own unique identity, onsite construction wastage had to be kept to a minimal for each transformation. A mobile truck was morphed into 3 different themes to suit the related trade fair; futuristic transporter, European mobile flower shop and pop-up candy stall, offering a more sustainable approach to creativity.

Fashion of Music Installation space by Hong Kong Trade Development Council To uplift the image of the 2016 HK Fashion Week from a sourcing fair to a marketing show. A welcome installation was created using a 5m high LED monolith, themed mannequins and large lit title signage under the concept fashion of music. Following this theme and located inside the hall, a 350m2 multifunctional space was built. This acted as a center point for fashion shows, open seminars, bar and lounge for informal meetings activities occurred.

Supermarket Therapy Organizer areas by Hong Kong Trade Development Council A low cost solution to uplift the organizer's areas decorative ambiance at the Hong Kong International Printing & Packaging Fair was required. This entailed a 6m x 3.5m registration wall with counter, an open forum, a print awards and digital printing awards areas, along with a seminar space to seat 100 people. A graphical approach to resemble a surrealistic supermarket environment under the theme of Supermarket Therapy was developed. Using bold colors and graphics made the organizer's spaces in this show easy to distinguish for the visitors.

Movie Queen Tributes Entrance installations by Hong Kong Trade Development Council Organized by the Hong Kong Trade Development Council the 2017 Hong Kong International Jewellery Fair required a design to help position this sourcing fair into a marketing show. The exhibition building’s main entrance and foyer were given to the design team along with the entry points for 3 specialized zones. To encapsulate the feeling of romantic glamour, the overall design took reference to classic Hollywood movies of glamorous leading ladies. Such as Breakfast at Tiffany’s, Funny Faces and Roman Holiday. Under the concept title Tribute to the Movie Queens.

Centrestage 2016 Organizer spaces by Hong Kong Trade Development Council Organized by the Hong Kong Trade Development Council, a new fashion event called CENTRESTAGE was launched at the Hong Kong Convention and Exhibition Centre. During this 4 day promotion 192 contemporary fashion brands were exhibited. With so many different fashion brands, an impartial design approach was required to elevate the overall image for the events organizer’s spaces. These include the entrance concourse and inside the exhibition hall’s main avenue and open arena. A unique abstract concept titled Starlight Transform was born to develop the overall design journey for these spaces.

Space Journey Introductory Passageway by Hong Kong Trade Development Council As a marketing component of the 2016 Hong Kong Watch and Clock Fair, the Salon de TE was only area opened to the general public and media to display over 150 international high-end watch brands. To differentiate this from the other trade halls, the organizer’s provided an area of 6000m2 to build an introductory passageway. A thematic approach was developed under the concept Space Journey to evoke the feeling of new discover for the visitors. Functionally the design includes the hall entrance, passageway and a stage for multi-purpose activities.

Centrestage 2017 Organiser Space by Hong Kong Trade Development Council The fashion event Centrestage purpose was about discovering the new fashion talent of Asia. The organiser offered 3 communal areas to uplift the image of this show. Under the theme Nouveau Playhouse, the journey of visitor starts with vibrant typography and gamification formats at the 1800 square meters outer concourse area. Inside the hall a 185 square meters central display and 210 square meters catwalk area an urban playground feel was used in contrast, to highlight the many various brands and the collections of fashion designer.

InStyle HK 2017 Expo by Hong Kong Trade Development Council Held in a hotel Kala Lumpur, the InStyle HK Expo was aimed at helping 40 Hong Kong companies penetrate and test the consumers of Malaysian market on a variety of lifestyle products. The design brief of expo was to showcase an affluent east of Hong Kong meets west culture. Classical modern influenced architecture was used to create an upmarket boutique shopping experience. This was intermixed with curated products and video content to position Hong Kong as the lifestyle trend setter of Hong Kong.

Living in Fun Installation Space by Hong Kong Trade Development Council To uplift the image of HK Houseware Fair, 3 areas were given inside the venue by the organiser. Comprising of a welcome installation at the foyer of the venue, the main entry area of the exhibition hall and a central display area inside the hall. In addition, 4 trend forecast reports had to be converted into physical spaces. Based on the concept Living in Fun, the design was about bringing the fair to life by making use of houseware objects to create a series of kinetic installations.

MarketingPulse 2018 Conferences by Hong Kong Trade Development Council In March 2018, a new premier flagship conference called MarketingPulse was launched at the HK Convention and Exhibition Centre. The event’s objective was to gather the best marketers and branding experts from around the world to explore new collaborations and opportunities in the Asia region. The organisers design brief was to echo visual aspects of the newly developed MarketingPulse logo within their 5000sqm event design.

Pixel Love Installations by Hong Kong Trade Development Council The organiser of the HK Gifts & Premium Fair required an eye-catching design that would evoke the feeling of joy to welcome its many international attendees. To uplift the ambience, two installations were created, one at main foyer of the venue and another at the main entry point into the exhibition hall. Under the theme of Pixel Love! a physical experience was formulated based on research on digitalized messages, emoji and a video gaming culture of the Eighties.

Centrestage 2018 Event Organisers Space by Hong Kong Trade Development Council Centrestage being one of Asia’s premium fashion events was held at the Hong Kong Convention and Exhibition Centre for 4 days. Over 220 fashion brands occupied a 7000 square meter area. The event organiser gave 3 communal areas at the event to elevate the show’s ambience. To reflect the design concept, Tomorrow Lab a series of futuristic industrial laboratory themes were created to evoke the visitors’ imagination. Various installations were developed, starting at the venue’s entry concourse area then leading into the exhibition hall’s central display and catwalk arena.

Capsules of Wonder Introductory Passageway by Hong Kong Trade Development Council Located separately in a specialized hall at the Hong Kong Watch and Clock Fair, the Salon de TE was created as a marketing component accessible to both public and media. It would contain 4 zones showcasing over 140 international watch brands. To differentiate the Salon de TE apart, the event organizer requested an 1800 square meter introductory passageway design. From this, an interactive experience to engage the visitors was created under the concept Capsules of Wonder. Besides this challenge, only 3 days were allowed for the onsite production.

Art Of Living Installations by Hong Kong Trade Development Council The organiser for the Hong Kong Houseware Fair had 2 objectives. Firstly, to elevate the show’s image, secondly was provide a physical trend forecast display area. From this, a welcome/signage installation was created at the venue’s main foyer and exhibition hall entry inspired by the trend research. Selective colours and forms were used to create abstract interior settings. For the physical trend forecast display 4 categories of future trends provided by the houseware industry were curated in a similar visual merchandising technique to narrate the stories of the displays to the visitors.

Fashion Launderette Installation Space by Hong Kong Trade Development Council An image uplift for the 2019 Hong Kong Fashion Week was required by the event organiser to stimulate the visitors’ attention and to subconsciously show the latest seasonal trend colours. From this a fun thematic approach was developed, inspired by 1980’s laundromat interiors genre under the name Fashion Launderette. The theme would start with a welcome installation, then an entrance treatment for the main hall. Followed by a multi-functional space for seminars and cocktail receptions etc. located inside the hall for fashion shows.

Modern Odyssey Installation Spaces by Hong Kong Trade Development Council With only 3 days for the onsite setup, the design challenging was to create an dominant theme to connect and uplift the overall image of the 2019 Hong Kong International Jewellery Show. As such the design concept Modern Odyssey was developed. This concept was based on research from different cultures and civilisations influencing jewellery design in the past. Ancient Greek mythology seemed most ideal, as it provided many symbolisms from various deities that were used to decorate the various specialised locations within this show.

Jason CS Cheung

HKTDC 38/F Office Tower, Convention Plaza, 1 Harbour Road

Wan Chai

P: (+852) 2584 4057

F: (+852) 3521 3221

Jason CS Cheung is AIBA member since 2016, with 34550 AIBA rating.