Mar 2025
Welcome to the Aequa & Co. Casino 🎰
📍 ComplexCon Hong Kong 2025
Final Booth Design
ComplexCon is an annual pop culture and streetwear festival created by Complex Networks, a media and entertainment company known for its coverage of youth culture, music, fashion, and sneakers. The event brings together music, fashion, art, food, and innovation, featuring performances, panel discussions, exclusive product drops, and immersive brand experiences.
This year, we’re flipping the script—bringing the high-stakes energy of Las Vegas to the neon-lit streets of Hong Kong. And to match the vibe? The debut of DEALS, our latest collection, is timed to drop in perfect sync with the event.
The mission? Make noise.
The Idea
After deciding on the theme, we needed to visualize what the final booth layout would look like. Since we were working with a standard booth of 3m by 3m, we had to be mindful of how we used the space and what elements should be placed in which locations. In order for the in-booth experience to be immersive, there were 3 things that we wanted to achieve: customization, engagement/accessibility, and camera-ready.
The Render
1) Customization: While our brand specializes in men’s fine jewelry, we wanted every visitor to leave our booth with a unique keepsake. Staying true to our theme, we offered a mini stainless steel flask keychain—personalized on the spot with our engraving service—so guests could take home something truly one-of-a-kind.
2) Engagement & Accessibility: Beyond the playful roulette table concept, we opted for a circular display to encourage natural movement. Shoppers instinctively circle the table, ensuring every piece gets noticed. The rounded shape also draws the eye effortlessly, making the entire display more visually engaging.
3) Camera ready: The booth had to stand out in a way that looked and felt different from the rest of the brands. We embraced a bold aesthetic featuring striking all-red cushioned walls, a roulette wheel–inspired display table with LED accents, and a Blackjack-themed checkout counter. You wouldn’t miss our booth even from a distance.
We went all-in, crafting limited-edition merch that plays the casino theme like a winning hand:
Stainless steel keychain flasks (for those who like their luxe functionality), custom-engraved on-site for a personal touch.
Retro postcards and stickers—a nod to vintage Vegas glam, reimagined for the streets.
And of course, our signature “extra small” bags—because even the most loaded shoppers need a free hand to cop the next grail.
Exclusive Merch
Stainless Steel Flasks + Engraving
Stickers + Postcards
“Extra Small” Totebags
Spreading the Word
Prepping for the show was one thing, but marketing it to the rest of the world was another. Not only was it important for us to let people know we would be at ComplexCon, but it was equally as important to ride the wave of the show by posting during and after the event.