Global Millennials a World-Class Experiential Art, Culture and Retail Landmark - K11 MUSEA
K11 MUSEA a name inspired by A Muse by the Sea for its revolutionary retail concepts – is the latest and most prestigious addition to K11’s burgeoning museum-retail portfolio and is located at the heart of Victoria Dockside, a broader project by New World Development that includes cultural, commercial, residential, hotel and family spaces, as well as 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 has been described by US media outlets as “Hong Kong’s Hudson Yards,” about the Manhattan mega-project, and as “Hong Kong’s most anticipated opening.”
Celebrating K11’s 10th anniversary, the Group announced the naming of its anchor project at Victoria Dockside as K11 MUSEA (pronounced: meu-see-ah), K11 MUSEA is inspired by the name of A Muse by the Sea and K11 MUSEA to be open in Q3 2019. 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, modeled on amphitheaters 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 most exceptional 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 #K11MUSEA, its radical concepts and #DiscoverYourMuse stories and activities, please follow on Facebook and Instagram @K11MUSEA