How K11 MUSEA is driving an evolving culture among millennials

External view of K11 MUSEA. Image courtesy of K11 MUSEA.
Engraved perfume bottles by artist Kelvin Ma at Parfumerie Trésor. Image courtesy of Parfumerie Trésor.
Waffle ceiling décor built by InterContinental Hotel for New World Centre as seen outside MoMA Design Store. Image courtesy of K11 MUSEA.
Love Power Campaign – Love Garden at Bohemian Garden. Image courtesy of K11 MUSEA.
Peacock Playground designed by Danish playground design firm Monstrum, at Bohemian Garden. Image courtesy of K11 MUESA.
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THE 2020 SOVEREIGN ASIAN ART PRIZE

A beacon of artisanal innovation overlooking Hong Kong’s city skyline and mountain horizon, K11 MUSEA exemplifies the hallmark ideology being adopted by millennials worldwide—curating culture to cultivate taste.

TEXT: Camilla Russell
IMAGES: Courtesy of K11 MUSEA unless otherwise stated

 

External view of K11 MUSEA. Image courtesy of K11 MUSEA.

 

Curated culture is a hot trend nowadays, especially with the blurring of public art spaces together with commercial retail spaces. But what exactly is curated culture, and how does it apply to our society? Essentially it refers to cultivating a distinct taste and urban sophistication that is quickly becoming the hallmark of millennials worldwide. K11 MUSEA, under the leadership of Adrian Cheng, perfectly exemplifies this forward-thinking ideology.

K11 MUSEA is the first cultural-retail concept for K11 Group. Located in the heart of Hong Kong’s Victoria Dockside, the multidisciplinary development revolutionizes the retail experience by bringing together bespoke retail outlets, hospitality spaces, outdoor park facilities, and curated contemporary art. The prestigious Rosewood’s flagship hotel and luxury residencies K11 ARTUS are both located here.

With so much visual stimulation it is only fitting the retail shops reflect the same innovative spirit K11 MUSEA is pioneering for other Hong Kong retail giants. The pop-up shops also match the cultivated environment they inhabit. Sheung Wan boutique shop Parfumerie Trésor recently collaborated with local engraving artist Kelvin Ma to create one of a kind engraved perfume bottles as part of their K11 MUSEA pop-up display. Their pop-up shop compliments the sophisticated environment and the refined cultivated taste of the daily visitors.

 

Engraved perfume bottles by artist Kelvin Ma at Parfumerie Trésor. Image courtesy of Parfumerie Trésor.

 

The façade of K11 MUSEA is covered completely in lush green foliage—a breath of fresh air amidst the busy Kowloon neighbourhood. Inside the natural décor continues which on each floor—plants hanging from the ceiling, fixed onto walls, or displayed artistically as floral terrariums. The desire for a green aesthetic is being championed by the rising youth culture, the same millennial group whose conscious buying and attitude towards sustainable living are transforming commercial and creative sectors.

Michelin-starred restaurants can be found in the space, while L’ECOLE School of Jewellery Arts, supported by Van Cleef & Arpel, celebrates their first flagship academy outside of Paris. Meanwhile the MoMA Design Store is literally a part of history—its floorplan is up of the original 1970s era waffle ceiling décor built by InterContinental Hotel for New World Centre.

 

Waffle ceiling décor built by InterContinental Hotel for New World Centre as seen outside MoMA Design Store. Image courtesy of K11 MUSEA.

 

There is also a colourful and highly acclaimed collection of public art on display. Therein lies the uniqueness of K11 MUSEA for all the art has been deliberately selected to fill in a specific location within the retail space. From the 3rd floor that celebrates street art and graffiti art to the 7th floor that is the Bohemian Garden where outdoor installations are exhibited on a rotating basis. To breathe in the air and be surrounded by aesthetically stimulating artworks is a rarity in this Asian cityscape.

K11 MUSEA is cultivating a community inspired by millennials who are intelligent and savvy consumers. With their commitment to sustainable living, they are quickly putting their mark upon curated culture in the 21st century. In a city landscape where people’s daily activities revolve around public spaces, building a cultural identity provides a road map for city benefactors, K11 MUSEA is the cultural watering hole that Hong Kong solely needs to encourage people to come together in creative solidarity and repose.

 

Love Power Campaign – Love Garden at Bohemian Garden. Image courtesy of K11 MUSEA.
Peacock Playground designed by Danish playground design firm Monstrum, at Bohemian Garden. Image courtesy of K11 MUESA.

 

As the Silicon Valley of Culture, K11 MUSEA is a beacon of artisanal innovation overlooking the city skyline and mountain horizon. Visitors will enjoy a unique retail experience made up of sustainable living, contemporary art, and visionary thinking. The view from Victoria Harbour will cease to be the same again.

 

 

 
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