Tripping the Light Fantastic in Hong Kong

Green light, yellow light, red light, stop! Jon Greenberg & Assoc. Inc. (JGA), Southfield, MI, is indeed hoping shoppers will "stop" at Fashion World, thanks to the cybernetic "fiberoptic lit runway" the firm designed. While this runway’s changing, programmed color and computer-graphic monitors entice shoppers, an interactive "dress me up" computer kiosk offers consumers the opportunity to match apparel, shoes and accessories. JGA’s Senior Vice President Tony Camilletti reports.

Located in Dickson Cyber Express — a "clicks-and-mortar" shopping mall attached to Kowloon Station through which Hong Kong’s Metropolitan Transit Railway travels daily — Fashion World is one of the mall’s six shopping zones. Others include Entertainment World, E-World, Kiddy World, iCosmetic World and Sports World.

According to JGA, "An eclectic variety of design approaches differentiates the distinctive zones. The cybermall and surrounding transportation station become awash in color through the use of kinetic lighting and media interactives that texture the environment. Its constantly changing color palette has more than 15,000 advanced light fittings for special lighting effects and 68 plasma screens. Virtually all fixtures and finishes are glass or metal to ahdere to the station’s strict flammability regulations."