Art HK
East meets west.
Hong Kong has always been a place where western culture collides with eastern culture. At a time when interest in Chinese culture and particularly Chinese art was peaking, what better place to establish an event where galleries from both east and west could show the most exciting artists from all over the world.
The brand needed to be the expression of the meeting of east and west, blending elements of each equally in a way that would powerfully represent both the event and the cultural significance of the fair.
The primary mark takes its inspiration form the Chinese chop, a signature stamp used by all but particularly important for artists as a seal of authenticity and ownership. With a simple twist the HK turns and takes on the feel of Chinese character.
An intervention into the city, our campaign for the 2010 Fair placed a neon logo into some of the less seen parts of Hong Kong.
This is a tropical fish shop in Mong Kok.
This shot is from a point past the docks in Kowloon.
A light in the city of lights, on a street in Mong Kok, and in front of a food stand that sold great dumplings!
The iconic images became part of all the marketing executions, and were integrated into ticketing and the exhibition design.
For the time leading up to the Fair and for the week of the Fair itself, ART HK creates quite a presence in the city.
The Fair itself is designed with the brand and brand images.