Advertising and the "fabric of the city": a conceptual approach to the artistic design of lighting advertising in Hong Kong

The subject of this study is the principles and conceptual approaches to artistic design of light advertising in the urban environment of Hong Kong. The research details the process of integrating light advertising into the architectural and cultural "fabric" of the city, taking into account technological, ecological, social, and aesthetic factors. Special attention is given to issues of harmonizing lighting solutions with architectural appearance, minimizing light pollution, and preserving the cultural identity of the urban environment. Modern trends in the use of neon, LED, and interactive technologies are analyzed, along with the artistic, engineering, and design aspects of the project. Methods for creating visually expressive, innovative, energy-efficient, and environmentally responsible advertising objects that enhance the visual perception of the night city and increase its tourist appeal are also considered. The study employs comparative and analytical methods, including the examination of architectural objects, visual analysis of light installations, and a systemic approach to evaluating the interaction of light advertising with the urban environment of Hong Kong and its cultural context. The scientific novelty of the research lies in a comprehensive approach to analyzing the artistic design of light advertising in the dense urban environment of Hong Kong, where architecture, culture, and modern technology intersect. Unlike traditional studies, the focus is not only on the technical characteristics of lighting structures but also on their aesthetic and cultural impact on the perception of the urban environment. The work proposes a concept of sustainable artistic design aimed at harmoniously combining light advertising with the architectural appearance of the city and minimizing the negative effects of excessive illumination. The conclusions of the study emphasize the importance of developing unified standards and quality criteria for light design that ensure a balance between visual expressiveness, functionality, and environmental safety. The results obtained can be used in developing strategies for visual culture in megacities and forming an aesthetically cohesive urban environment.