[Creativity is"]

Type: Indoor | Exhibition
Location: Hong Kong Convention and Exhibition Centre, Hong Kong
Client: Joint Publishing (Hong Kong) Company
Year: 2014
Area: 108 sm

In an age of instant gratification, books are often looked over in favour of other entertainment sources that provide “quicker” fun such as video games and television. In recognition of the benefits books provide society, Joint Publishing, a Hong Kong-based bookstore chain and publisher, held a book fair in 2014 in one of its stores to revitalize the public’s interests in literature.

Ideas come in waves and creativity is an attitude; literature unleashes people’s imaginations and these messages were the driving forces behind the book fair. One Bite’s tasks were to conceptualize and design exhibition-style booths for the book fair. For this project, several requirements for the design were set: it must translate the power of reading to the audience, it must inspire viewers to empower themselves, and the set-up time of the entire display must be completed within a mere 15 hours.

Pop art was blended into the design as it lent visual excitement to the booths, tempting people to explore the book fair in greater depth. Pop art’s signature flair was recreated through the use of loud graphics, dramatic colours combinations, and textural patterns.

The influence of Tsim Sha Tsui, a quintessential Hong Kong destination, played itself more subtly. Neon-lit, the layered sea of signage echoed the kinetic spirit of the district.

Together, these influences presented colourful and vivacious party booths, transforming the book fair into a festive celebration of the creative mind. Seeking to further engage the city’s imagination and link people’s associations of bookstores with creativity, the public was challenged to answer the open-ended question of what “creativity is…” by the posters that encircled the exhibit. The posters provided words that could spark associative schemas to help guide individuals to their answers, all while rejoicing in the diversity of the people and their answers. The phrase “I am what I am” was proclaimed, hoping to inspire confidence within individuals with the acceptance of their uniqueness.

One Bite’s design for book fair hoped to reignite the city’s love for books and to expand the creative capital of Hong Kong. As Richard Steeles once said, “reading is to the mind what exercise is to the body”.

One Biters: Alan Cheung, Jessie Lau, Sarah Mui