The inspirational concept “Flowing Vogue” was used. This had direct connotations of bringing the Hong Kong style influences to Beijing and also for sites specific reasons to bring the visitors from outside to flow into our indoor space. The inspirational creative concept was strongly extended throughout, from the graphic collaterals, through to the environmental decoration and temporary architecture of the booths. In response to the existing physical angular architectural surrounding, six futuristic domed shaped booths were produced to house 12 of HK’s top brands, while using eco friendly paper banners and fabric material decorations. The overall Style HK Show in Beijing generated enough curiosity to attract over 220,000 visitors.