Gift Shop at the Races

Brand identity for Hong Kong Jockey Club

On a mission to re-ignite the tradition of attending the races, the HKJC looked to Marc & Chantal in 2012 to transform their existing gift-counter into a retail experience that echoed the energy and excitement of the races. We created a total design solution that included an end-to-end branding exercise and a customer-centric experience for both the Happy Valley and Sha Tin racecourses.

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The challenge

Horse racing in Hong Kong has a long and cherished history, but the current audience is aging and the HKJC wanted to reach out to a new and younger fan base to make sure that the sport has a healthy future. This meant creating an appealing environment that extended beyond the track to other activities, such as shopping.

Our Approach

Starting with the brand definition, the team defined the target customer profile, which encompassed a new demographic of race-goers who were a mix of expats, citizens and tourists. To reinvigorate traditions, we used hints of irreverence and tongue-in-cheek humour, energetic colours and bold contrasts to grab the attention of a younger, hipper demographic.

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Our first task was to re-design and rejuvenate the gift shops at Happy Valley and Shatin racecources. The shop can be quickly opened and expanded for business and then closed during the weekdays that it isn’t used.

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We also designed mobile gift kiosks, inspired by horse trailers, that are wheeled out into the crowd on race day to bring the merchandise and branding to where the customers are.

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In addition to the shop itself, the merchandise needed updating to entice younger shoppers, so we designed products that would both sell well and promote horse racing, even when used away from the racetracks.