ORGANISED BY:
CONCEPT In the context of the Business of Design Week that will take place in the first week of December in Hong Kong, aims to get different European designers together and highlight their creative thinking by showcasing a wide range of their collections in pop up stores. Gathering and promoting European styles in Hong Kong is not only a chance for European designers to network, exchange ideas and explore new opportunities, but also a chance to have a better understanding of the Hong Kong market. Four European Chambers of Commerce (Dutch, French, German and Swedish) will team up together to connect different communities and increase the visibility of your brands in Hong Kong. Europe. Hong Kong
Pop-up store HOW? PROCEDURE Each Chamber of Commerce displays the creations of 4 to 6 companies / designers from their country in a pop-up store so they can present and sell their creations Designers send the presentation of their brand, their catalogue and price list to organizers so they can communicate their brand to the Hong Kong market A seller will be there to present the collections and to fulfill the selling process Possibility to participate at events or activities organized by the chambers A report about the sales performance will be sent to each participant after the project
HOW? COMMUNICATION The Dutch, French, German and Swedish Chambers of Commerce will combine their communication tools to reach a critical number of potential customers: Communication to more than 3,000 members Communication through their strong presence on social media Communication through press releases and other media channels Example of press releases of Creative Swedes Hong Kong, organized by the Swedish Chamber in 2014
WHERE? LOCATION OF THE PROJECT PMQ is an ICON of Hong Kong creative industries that showcases HK's high quality brands, builds success in the international market, and elevates the appreciation of the value created by design and innovation. Plus, the architecture of PMQ has a special and original design that creates a favorable environment for designers to sell their collections. S614, Block A, PMQ, 35 Aberdeen Street, Central, Hong Kong
WHERE? HISTORY OF PMQ PMQ is also a historical place, its building has indeed been rated as Grade 3 Historic Building in Hong Kong. As a result, Doing shopping there represents something very special for Hong Kong people, who attach importance to the history of their city. 1862 1884 Central School established at Gough Street 1894 Central School renamed as Queen s College Dr. Sun Yat-Sen studied in the Central School. 1948 1951 The school buildings were demolished for the construction of the Police Married Quarters 2010 The Secretary for Development announced that the Former Hollywood Road Police Married Quarters would be transformed into a creative industries landmark named PMQ 2014 The PMQ started to operate.
WHERE? STORE STRUCTURE The pop up shop is composed by two parts: A pop up unit to sell their collections An outdoor verandah to showcase collections and encourage potential clients to get in the pop up unit Pop up unit Verandah Approx. Size: 40 sqm Approx. Dimension 4m X 10m Headroom: 3m Floor loading = 3kPa (balcony = 0.5kPa) Approx. Size: 14 sqm Approx. Dimension 4m X 3.5m Headroom: 3m Verandahs (on the left) + Pop up units (on the right)
WHO? POTENTIAL EXHIBITORS? For brands & designers who want to showcase their products For brands & designers who want to set-up their business in Hong Kong For brands & designers who want to share knowledge and extend their network
WHO? WHAT CAN BE SHOWCASED IN THE POP UP SHOPS Clothes ready-to-wear Bags & Footwear Accessories, Gifts & Premiums, Jewellery Sport & Leisure Art, Home Interior Decoration, Homeware products & Interior Children clothing & accessories
WHO? CUSTOMERS WHO FREQUENT PMQ Gender Proportion ( Estimation) Age( Estimation) Location Average household income of Central & Western area Cultural aspects F M 70% 30% 25-40 Central & Western area HK$35,000 / month Speak English and Chinese, like to do shopping, like to hang out with friends / family, interested in art and design
WHEN? SCHEDULE AND DURATION 1st of August 25th of August Registration / Payment 23rd of November Communication of the project to the public 21st of December Pop up shops Reporting Reception of registration Deadline of Registration and payment. Submission of company presentation Opening event Closing event
HOW MUCH? ESTIMATED BUDGET PER EXHIBITOR: 20,000~30,000 HKD* Rent (from 11/23 to 12/21) 2% 1% Basic furniture, store equipment 14% 39% Part-time sales 18% PR & Printed Material 26% Credit card equipment (from 11/23 to 12/21) Insurance (from 11/23 to 12/21) *The final price will be based on the choice of the furniture, the number of participants, and the availability of verandah
EVENTS OPENING EVENT On the 23rd of November 4 Chambers invite their members, their contacts of the related sectors, media and potential customers to participate in the opening event. The events allow us to communicate the Europop! and designers collections to the target public.