DICKSON CYBEREXPRESS (Hong Kong): The next step in retailing concepts.
May 1, 2001 12:00 PM
Virtual shopping
Designers were challenged to create a retail mall within the Kowloon Transportation Station, but they were prohibited from altering the existing flooring and ceiling elements. Through a collaboration of design, architecture, lighting, media and Internet development, Dickson CyberExpress became an interactive cybermall. The center integrates Internet home page thinking with a physical mall. In the category of New or Renovated Entertainment/Themed Retail, Southfield, Mich.-based JGA Inc. was awarded the 2001 SADI for its design work on the project.
Although product selection is somewhat edited in the physical mall, multi-media interactives and Internet stations offer access to a borderless array of online merchandise. An interactive Dress Me Up computer kiosk offers consumers the opportunity to match apparel, shoes and accessories.
In Kiddy World, merchandise includes games and educational toys. Interactives include Paint the World, where children can “draw” pictures on a computer and their images are projected on the walls of the globe.
In E World, merchandise includes high-tech electronic audio, mobile and handheld merchandise and computer hardware. Its Electronic Alley is a passageway flanked by touch-screen monitors with interactive software demonstrations and flat-screen monitors with continuous videos, high-energy color lighting and display techniques.
Category
New or Renovated Entertainment/Themed Retail
Award Recipient
JGA Inc.
Southfield, Mich.
Ken Nisch (chairman); Gordon Eason (creative director); Eva Knutson (designer); Stephanie Gach (materials & finishes manager)
Client
Dickson Group of Companies
Hong Kong
Product Manufacturers/Suppliers: Illuminating Concepts, Farmington Hills, Mich. (media and lighting); Di:5, Ferndale, Mich. (design consultants); View Studio, Royal Oak, Mich. (consultant); Gensler International Ltd., Hong Kong (architect); Media Projects International, London (media designer and producer); Electrosonic, Hong Kong (media technology systems developer); Light Directions Ltd., Hong Kong (consultant lighting designer)
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