Project Overview

Vinexpo Hong Kong is the most influential wine and spirits trade fair in the Asia Pacific which held every two years. It held on 29 – 31 May 2018 in Hong Kong Convention and Exhibition Centre (HKCEC). The successful event featured an extensive promotion of Australia wine and offered a platform for deeper trade education in the Asia market. This project is to design an exhibition and the booth for 255 wine brands and the theme is a winery. Interactive wall and wine bar are the features of the exhibition.

Project Commissioner

Wine Australia

Project Creator

Hong Kong Trade Development Council - Exhibition Services

Project Brief

The theme of the design is Winery and material selection mainly focus on wood, grass, and metal. The design provided a professional and high-end image to the visitors. During the exhibition, there were 255 exhibitors in total. Because of the space limitation, the cabinet was designed in wired metal which increases the visual spacing and flexibility of display. Moreover, aroma wall and wine bar were the features of this exhibition. The visitor could experience the different featured smells of wine which are produced from Australia.
We captured the environment and the production process of wine as design reference. The wooden pattern symbolizes as wooden barrel which is the iconic tool of traditional wine production. Grass represented as the grape orchard means fresh and high quality of ingredients. Visitors could enjoy the wine and spirits as they immerse in a reproduction of natural grape orchard.

Project Innovation/Need

We used wood and grass to fit in the theme, winery. We captured the environment and the production process of wine as design reference. The wooden pattern symbolizes as wooden barrel which is the iconic tool of traditional wine production. Grass represented as the grape orchard means fresh and high quality of ingredients. Visitors could enjoy the wine and spirits as they immerse in a reproduction of natural grape orchard.
To compare with the traditional exhibition, interactive wall and wine bar are the highlight of the fair. The aroma wall gave the idea of wine is not only to taste, but also to smell. Visitors could experience different featured smells of wine which are produced from Australia. It raised visitor’s interest and impression of Australia wine.

Design Challenge

The most challenging part of the design was linking all the islands together. Because of spacing and different design elements, the 4 islands seem separated. Therefore, we decided to create the gateway for each island and visitors can switch to the different island easily. We created the wooden structure surrounded by 4 islands which fuse the island together. Also, we put the section signage and graphic banner on the top of the gateway which guided the visitors and exhibitor.

Sustainability

About the display cabinet of each exhibitor booth, we portrayed in a modern and high-end image. Because of the limited space, we selected a wired metal design instead of a wooden cabinet. The wired metal cabinet not only increases the visual spacing of each booth, but also the flexibility of the display method for the exhibitors.