K11 GROUP reveals K11 Musea, the crown jewel of its cul­tural en­ter­prise

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K11 Group un­veils plans for K Musea in Tsim Sha Tsui, crown jewel of its cul­tural en­ter­prise

IIT TAKES A re­mark­able de­gree of fore­sight and a lit­tle chutz­pah to in­herit one of Hong Kong's largest prop­erty de­vel­op­ers, 48-year- old New World De­vel­op­ment Com­pany Limited, a group whose to­tal as­set value amounted to HK$468.1 bil­lion as of De­cem­ber 31, 2017, and rein­vent its iden­tity as a cul­tural en­ter­prise. Such has been the mis­sion of Adrian Cheng, which be­gan a decade ago with an en­tity called K11 Group, a mul­ti­fac­eted ve­hi­cle rooted in cul­ture and in­ter­con­nected by three core val­ues: art, na­ture and peo­ple. Cheng, the ex­ec­u­tive vice-chair­man of New World De­vel­op­ment and founder of the K11 Group, en­vi­sioned an ecosys­tem of art and re­tail, prop­erty, fash­ion, tech, en­ter­tain­ment and me­dia that could merge and dis­rupt stag­nant in­dus­tries and fos­ter cross- cul­tural di­a­logues.

Some vi­sion. Ten years on and that mis­sion has man­i­fested it­self across a di­verse ar­ray of cul­tural as­sets: the world's first mu­se­um­re­tail con­cept, the K11 Art Malls, in Hong Kong and across Greater China; a net­work of K11-branded of­fice build­ings for the next-gen­er­a­tion work­force, the K11 Ate­liers;

the open ed­u­ca­tion plat­form K11 Kul­ture Academy; the cu­rated K11 De­sign Stores; the ter­rar­ium-in­spired trans­for­ma­tive re­tail space K11 Nat­u­ral; and the K11 Art Foun­da­tion, China's first pri­vate not-for-profit in­cu­ba­tor for Chi­nese artists and cu­ra­tors.

And now comes the prover­bial ic­ing on the cul­tural cake, al­most like a crown jewel. K11 Musea ( k11­, a new flag­ship museum-re­tail com­plex, will trans­form

Hong Kong's iconic US$2.6 bil­lion Vic­to­ria Dock­side de­vel­op­ment on the Tsim Sha

Tsui har­bourfront, chris­tened “Hong Kong's Hud­son Yards” by US me­dia, when it opens in the third quar­ter of 2019.

More than just a new cul­tural em­po­rium, K11 Musea – a name in­spired by A Muse by the Sea – will rep­re­sent a new im­mer­sive ex­pe­ri­ence that takes in­spi­ra­tion from re­search that high­lights Asian mil­len­ni­als as “su­per-con­sumers” – a prom­i­nent driver of global con­sump­tion with spend­ing power set to reach US$6 tril­lion by 2020 as they grow to ac­count for 60 per cent of the world's mil­len­nial pop­u­la­tion. Thus, vis­i­tors can ex­pect ul­tra-high-end ex­pe­ri­en­tial re­tail, art and din­ing at this new cul­tural hotspot, which will si­mul­ta­ne­ously rein­vig­o­rate the har­bourfront, one of the most cov­etable pieces of real es­tate in Greater China.

Over­see­ing the ar­chi­tec­ture of the 10-storey K11 Musea is James Cor­ner ( James Cor­ner Field Op­er­a­tions) and Forth Ba­gley (Kohn Ped­er­sen Fox). The ex­te­rior of the struc­ture prom­ises to be some­thing of an art­work in and of it­self; the fa­cade will fea­ture one of the world's largest liv­ing walls of more than 50,000 square feet, while a one-of-a-kind out­door am­phithe­atre space and a large LED screen will also be in place for a col­lec­tion of cul­tural hap­pen­ings.

Given Cheng's de­vel­op­ment-ver­susim­pact cre­den­tials, sus­tain­abil­ity lies at the heart of K11 Musea's of­fer­ings. The project's core and shell has achieved green build­ing pre-cer­ti­fi­ca­tions and will set a new bench­mark for green de­sign in Hong Kong.

Its in­te­rior fea­tures nat­u­ral ma­te­ri­als such as lime­stone and wood, and salient fea­tures in­clude rain­wa­ter har­vest­ing (which pro­vides for 100 per cent of ir­ri­ga­tion wa­ter) and a sea­wa­ter-cooled, oil-free HVAC chiller sys­tem that re­duces an­nual en­ergy con­sump­tion by more than 12 per cent.

“K11 Musea, an­chor­ing the newly de­signed Vic­to­ria Dock­side, marks a sig­nif­i­cant mile­stone in re­tail de­vel­op­ment,” says Cheng. “As K11 ap­proaches its 10th an­niver­sary this year, I'm de­lighted to an­nounce the nam­ing of K11 Musea, K11's proud­est project since the brand's in­cep­tion.”

And just as you'd ex­pect from a man whose am­bi­tion has moved eco­nomic, cul­tural, so­cial and even philo­soph­i­cal moun­tains, his vi­sion re­mains sharper than a whip. “K11 Musea will bring great cul­tural con­tent back to Hong Kong's Tsim Sha Tsui wa­ter­front, which has lost its leg­endary charm since the late '90s.

K11 Musea will be Hong Kong and Asia's new cul­tural des­ti­na­tion, where global mil­len­ni­als con­vene and dis­cover their muse.”

Ground­break­ing stuff, in­deed.

| Clock­wise from above: A ren­der­ing of the fa­cade of K11 Musea at Vic­to­ria Dock­side in Tsim Sha Tsui; the Sunken Plaza; art meets life­style at Adrian Cheng’s new des­ti­na­tion for Asia’s “su­per-con­sumers”

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