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 withprogrammed 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.
