Neon Matrix



During 1960s, the retail space in Hong Kong were flooded with Neon-Boards with different color and scale, each tries their best to attract passenger’s attention and branding the service of retailer. These Neon-Boards overlap with each other which formed a layer of symbols and signals that function more than buildings itself. The Neon-Boards itself gradually became a representative element for retail buildings in Hong Kong. Within half century’s evolving, the consumer’s demands radically changed the format of retail space, the development of digital technology also enabled the Neon-Boards evolve into various form such as LED screen, advertisement boards and even online branding which transit the role of Neon-Boards from a separated visual symbol to a uniformed unity with retail space both in virtual and reality while keeping its role of itself as media between retailer and consumer. This phenomenon of visual media, online branding and personalized retail space coexisting in reality forms a seamless retail environment. We call this scene of coexistence and co-prosperity between media and space in reality as ‘Neon Matrix’ landscape. In this installation, ‘space’ were cut diagonally into different size to meet various personalized demands. Four continuous LED strips facing different direction were created. The LED volumes intertwine with the building massing which blurs the boundary between media and space. It metaphor that retail space is enriched by the embedded media and to bring unique visual and sensory experience to customer. The acrylic represents online branding and shopping which become an inseparable part of retail and it offers higher efficiency and all-pervading service to consumer. We wish to represent this interesting mixed retail environment through this exhibit.

Copyright 2018 @All rights reserved.

  • White Facebook Icon
  • White Instagram Icon

Disclaimer: Create Hong Kong of the Government of the Hong Kong Special Administrative Region provides funding support to the project only, and does not otherwise take part in the project. Any opinions, findings, conclusions or recommendations expressed in these materials/events (or by members of the project team) are those of the project organizers only and do not reflect the views of the Government of the Hong Kong Special Administrative Region, the Communications and Creative Industries Branch of the Commerce and Economic Development Bureau, Create Hong Kong, the CreateSmart Initiative Secretariat or the CreateSmart Initiative Vetting Committee.

責聲明:  香港特別行政區政府創意香港僅為本項目提供資助,除此之外並無參與項目。在本刊物/活動內(或由項目小組成員)表達的任何意見、研究成果、結論或建議,均不代表香港特別行政區政府、商務及經濟發展局通訊及創意產業科、創意香港、創意智優計劃秘書處或創意智優計劃審核委員會的觀點。