This Hong Kong Trade Development Council (HKTDC) trade fair was aimed to help HK companies penetrate the mainland retail market and to develop brand awareness among the local consumers. The Style Hong Kong Show in Beijing is a consumer fair where Hong Kong companies can sell their products to local consumers and test market response in the Northeastern region of China. The trade fair had to aesthetically stand out from the existing architectural surrounding and required to be rain and wind proof made these striking dome shaped booths unique. A guide map featuring 1,300 Hong Kong outlets was massively distributed to the Beijing consumers to maximise the promotional effect of the Style Hong Kong Show in the city. 180 one to one business matching meetings were conducted during the event assisted HK companies to develop new business opportunities and potential trade partners in the mainland. This consumer trade fair design consists of 42 HK’s brands attracting over 220,000 visitors during a 5-day period as a result of this unique design.