Hong Kong Ballet: Inspiring a New Generation

Design Brief

Hong Kong Ballet (HKB) is one of the nine major performing arts groups in Hong Kong. It is financially supported by the Hong Kong government to promote arts and culture, and aims to create iconic re-imaginations of sold-out shows with 100% attendance. Since 1979, HKB has been lauded for its creativity, talent and artistry, and its innovative productions have generated consistent excitement. HKB has received awards for its dynamic repertoire and emphasis on excellence, and is internationally recognised as a world-class institution that represents Hong Kong’s unique character.

Design Outcome

Two student teams worked closely with HKB on research and analysis to inspire a new generation to value the arts, which provided a great opportunity to experience collaboration between design and the client’s hands-on approach. The design concept was for a new “ballet style” or expression of ballet in a dynamic and creative way to appeal to a large number of Hong Kong residents.

The student creators generated various design strategies and concrete ideas for HKB after researching the key issues of the membership system, a lack of an activity structure and a lack of a journey into ballet for the target audiences (who are mostly part of Generation Z). To increase the sense of community, influence and a shared emotional connection, they defined a new “ballet style” and created a new brand positioning, visual identity and application for daily use (the “Ballet Lifestyle”) to form new perceptions of ballet. The students not only considered how to revamp the pop-up shop concept but also created new ideas of physical space to speak to the ballet style with an interactive experience.Two student teams worked closely with HKB on research and analysis to inspire a new generation to value the arts, which provided a great opportunity to experience collaboration between design and the client’s hands-on approach. The design concept was for a new “ballet style” or expression of ballet in a dynamic and creative way to appeal to a large number of Hong Kong residents.

Print, website and digital design concepts were licensed to The Hong Kong Ballet Limited in 2023.

Participating Year 4 BA students include – 

/Advertising Design
CHAN Sze Wai
KO Pui Nam
LAM Ka Hei
SHU Yu Yan Lyrics

/Communication Design
MA Ching Laam
SIU Ka Yi

/Environment and Interior Design
CHUK Chi Wai Vincent
KIM Hyo Jin
LEUNG Sin Yan
LI Ka Man
LI Wing Yan Charlotte
LIEW Chi Him
MAK Ho Lam Phoebe
NAIK Ankita

/Project Tutor   

Michael CHAN, Associate Professor of Practice, Senior Teaching Fellow, School of Design, The Hong Kong Polytechnic University

Work-integrated Education (WIE) in PolyU brings students together with real-world clients both inside and outside the classroom. Students’ fresh ideas, energy and passion lead to exciting opportunities for clients and collaborators.  The Cooperative Project is undertaken as a compulsory subject in the first semester of students’ final year of study. Collaborators ranging from commercial enterprises to government departments and non-profit organisations work together with tutors to come up with design briefs that meet the needs of their target audiences.