The Problem Hong Kong, as an international shopping destination, has no shortage of retail space. How could we get the public excited about the launch of yet one more? People are now looking for experience, K11 MUSEA, Hong Kong’s newest Silicon Valley of culture, is more than a shopping centre. What are the experiences people craving for? They look for shopping with a purpose, doing good deed to help the environment, a bespoke experience / product, a workshop to learn more about heritage & arts and cultural activities to enrich their daily life. At K11 MUSEA, visitors are welcomed to experience contemporary art, fashion, nature, design, gastronomy, it is a melting pot of creativity and a celebration of culture. It is Hong Kong’s Silicon Valley of Culture where people can enrich their daily life through K11 MUSEA’s destination to creativity, innovation and culture. The Insight K11 MUSEA (pronounced: meu-see-ah), a name inspired by the Muses in Greek mythology, the deities of inspiration in literature, science and art and sources of knowledge, is the final and most important piece of the 10-year regeneration project of Victoria Dockside. Conceived as A Muse by the Sea, K11 MUSEA is the epicentre of the new harbour front art and culture district of Tsim Sha Tsui, bringing to life Founder of K11 Group, Adrian Cheng’s vision to create a Silicon Valley of Culture for Hong Kong and for the global community. For our launch, we decided to bring the Muses to Hong Kong to celebrate the confluence of a global creative community and K11 MUSEA will be a space where new consumers and communities can come together and find inspiration. It is also Adrian Cheng’s goal to enrich this new generation of changemakers everyday life through the power of creativity, culture and innovation. Our Solution We created a series of muses that embodied different attributes of K11 MUSEA, and dominated TST and Kowloon MTR stations to create Hong Kong’s first “immersive art-route”. No matter where you stood, our muses pointed you to K11 MUSEA.
Miami Ad School San Francisco, Miami and New York
Design House Collective