Clarity Concepts
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Project:
McLaren Annual Parade
Sector:Shop & Event
Size: 57,350 SQ/FT
Location: Asia World Expo, Hong Kong

Clarity Concepts was fortunate to partner with McLaren Hong Kong for its exciting events since 2022. Designing numerous launch events and showroom displays.

In 2023, Clarity Concept organized, designed and curated the McLaren 60th Anniversary event in Hong Kong. This extraordinary event featured a collection of 14 exclusive McLaren cars. At the centre of the event is a vast space dedicated for the parking and display of over 100 McLaren vehicles. These supercars will be part of the celebration, creating a magnificent showcase of McLaren’s impressive lineup. It stands as one of the largest gatherings of McLaren automobiles in the world, with the participation of McLaren executives from both England and Dubai.

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Clarity Concepts was responsible for the comprehensive design and curation of the largest McLaren event in Asia.

Graphics
Event Passes and Directional Signs
image
Sample of Staff Pass Design, Different Colours is used for easy differentiation between Parties
Sample of Photographer Pass Design
Sample of Photographer Pass Design
Directional sign designed to be displayed at the locations LCD screen signboards
Directional sign designed to be displayed at the locations LCD screen signboards
We created the event logo, designed the event passes, designed event stickers for more than attending 100 vehicles, designed the invitation cards, and developed digital directional signage to guide attendees to the event location. Clarity Concepts' design work covered every aspect of the event, from the guests' arrival to the event's conclusion. This meticulous attention to detail helped ensure the success of this spectacular event.

Clarity Concepts’ design work demonstrated meticulous attention to detail, ensuring the overall success of the event. The invitation card was designed to be folded and opened, showcasing a preview of the event’s design for VIP guests, while also providing information about the event specifics.

On the main stage, two of the rarest and latest high-performance cars were showcased. To accommodate the extremely low-profile of these ultra-high-end vehicles, a specialized ramp was developed to elevate the cars on to the stage, which stood over a foot in height. This allowed the valuable cars to be driven onto the stage without any risk of damage. The stage backdrop spans an impressive 19 meters in width, featuring a 4 meter wide by 2.5 meter high LCD screen.

 

Positioned on the left side of the main stage was the McLaren Elva. Together, the Elva and the below mentioned Speedtail formed a visually striking and complementary pairing on the stage.

On the right side of the Stage was the McLaren Speedtail. A stunning fusion of science and art in automotive form. Complemented by a state of the art stage design, with each car positioned on its custom platform with the model of each individual car. 

 

The Speedtail is McLaren’s first-ever Hyper-GT model, their most aerodynamically efficient hypercar, and the fastest McLaren to date. Production will be limited to just 106 units, the same number as the iconic F1 model. 

 

The overall stage design is visually captivating for all media and VIP guests in attendance.

A total of 14 iconic display cars on display.
Specialised platforms for each individual vehicle.
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