Offers Global Millennials a World-Class Experiential Art, Culture and Retail Landmark
HONG KONG, June 21, 2018 /PRNewswire/ -- Celebrating K11's 10th anniversary, the Group today announced the naming of its anchor project at Victoria Dockside as K11 MUSEA (pronounced: meu-see-ah), to be opened in Q3 2019. The name is inspired by A Muse by the Sea for its retail concepts. Situated along the Tsim Sha Tsui Promenade, K11 MUSEA is the brand's most ambitious museum retail landmark ever, as well as an aspirational global destination merging lifestyle, culture and art.
The 10-storey K11 MUSEA is K11's latest flagship project, catering to the dynamic lifestyles of globetrotting millennials by bringing together world-class experiential retail, art, culture, entertainment and dining under one magnificent roof. K11 MUSEA will house an extensive selection of international brands -- many of which will be concept stores and flagships debuting in Hong Kong with a brand new image. K11 MUSEA takes inspiration from research that reveals Asian millennials as "Super Consumers", prominent drivers of global consumption with spending power set to reach US$6 trillion by 2020 as they grow to account for 45% of Asia's millennial population. K11 MUSEA will get together global millennials to discover their muse after its opening in Q3 2019 while positioning itself as an aspirational destination merging art, culture and commerce in Hong Kong and Asia.
Hailed as the crown jewel of K11's museum-retail concept, K11 MUSEA features many architectural highlights, including the 2,000-square-foot outdoor Sunken Plaza, modelled on amphitheatres and installed with programmed water patterns and a misting system for a cooling effect. Together with a large 25-foot-tall LED screen above, Sunken Plaza offers an intimate and immersive venue for cultural events ranging from outdoor movie screenings and live music, to art and design related performances. As a new global destination to discover one's muse and bask in the finest art and cultural content, K11 MUSEA will display a world-class public art collection throughout its premises when it opens, highlighting the brand's core values of Art, People and Nature.
For more details on #K11 MUSEA, its radical concepts and #DiscoverYourMuse stories and activities, please follow us on Facebook and Instagram @K11MUSEA
Notes for Editors:
About K11 Group
K11 Group was founded in 2008 by entrepreneur Adrian Cheng. It is a multi-faceted company rooted in culture and interconnected by three core values: art, nature and people. Its ecosystem of art and retail, property, fashion, tech, entertainment and media is a manifestation of the founder's constant search for ways to disrupt stagnant industries, and foster cross-cultural dialogues. It spans a wide array of touchpoints: the world's first museum-retail concept K11 Art Malls; a network of K11-branded office buildings for the next-generation workforce, K11 Ateliers; its open education platform, K11 Kulture Academy; the curated K11 Design Stores; the Terrarium-inspired transformative retail space K11 Natural; and K11 Art Foundation, China's first not-for-profit to incubate Chinese artists and curators.
K11 MUSEA -- the latest and most prestigious addition to K11's burgeoning museum-retail portfolio -- is located at the heart of the Victoria Dockside, a broader development by New World Development, that includes cultural, commercial, residential, hotel and family spaces, and art and design programmes. Victoria Dockside is a rejuvenation by New World Development of a once-celebrated district of Hong Kong, previously popular with tourists and locals alike. The project is described by US media outlets as 'Hong Kong's Hudson Yards', in a reference to the Manhattan mega-project, and "Hong Kong's most anticipated opening."
About New World Development
Founded in 1970, New World Development Company Limited ("the Group", Hong Kong stock code: 0017) was publicly listed in Hong Kong in 1972 and is a constituent stock of the Hong Kong Hang Seng Index. A premium brand infused with a unique personality defined by The Artisanal Movement, New World Group's core business areas include property development, property investment, infrastructure and services, department stores and hotels. As at 31 December 2017, the total asset value of the Group amounted to HK$468.1 billion. The Group has an effective interest of approximately 61% in NWS Holdings Limited (Hong Kong stock code: 0659), approximately 75% in New World Department Store China Limited (Hong Kong stock code: 0825) and wholly owned in New World China Land Limited.
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