K11 MUSEA bridges art, culture, and retail

Visitors find top-tier brands and museum-grade art pieces at the cultural-retail landmark.

Hong Kong’s K11 MUSEA is blurring the lines between shopping mall, art gallery, and cultural hot spot by blending luxury fashion, vibrant art, and sustainable design under its cultural retail model.

“We don’t just think of it as a pure retail shopping experience,” Horace Lam, senior vice president, regional site-in-charge at K11 Group, told Retail Asia. “We try to fuse art, culture, and people to create a journey of imagination for our customers.”

At the glitzy K11 MUSEA at Victoria Dockside, visitors encounter not only top-tier retail brands but also museum-grade art pieces and sustainable design elements.

Lam said cultural tourism plays a key role in K11 MUSEA’s strategy by enhancing the visitor experience through a blend of cultural and retail attractions. “It's closely integrated with our customers' experience, and we aim to sort of add value to our visitor experience whenever they are in our properties.”

Integrating art and cultural experiences at Hong Kong’s pioneering cultural-retail landmark has had a profound impact on the group’s sales and foot traffic, he said. The mall's year-round activations, including seasonal events, have contributed to these gains.

For instance, K11 MUSEA’s “100% Doraemon & Friends” exhibition set a record for single-day footfall this year, with an almost 40% increase, driven by its curated cultural programming and luxury retail experiences.

Their “Wondrous Summer — 100 Reimagined Childhood Experiences” campaign boosted consumer membership, leading to an almost 30% rise in food, beverage, and retail sales, and a 10% increase in tourist spending.

K11 MUSEA, which aspires to become the Silicon Valley of culture, has partnered with Louis Vuitton and Dior. The Louis Vuitton event attracted international attention from both the media and consumers, Lam said.

Last Christmas, the mall hosted a Dior Christmas tree activation and a Dior-themed café, which quickly became a hit with visitors. “We partner with a lot of top-tier luxury brands for pop-ups, and we co-create special, unique concepts with them,” he said.

“So whenever visitors come to K 11 Musea, they could also enjoy and learn something from the exhibition on top of their retail and dining experience,” he added.

K11 MUSEA’s distinctive blend of art and culture resonates well with younger audiences, especially Gen Z. “We tend to draw a very good following from the Gen Z crowd, especially those looking for a higher quality of life and enriched cultural engagement,” Lam said. 

Almost 50% of the mall’s members come from the under-35 age bracket. “In this day and age, I think consumers are not only looking for pure retail, sort of a transactional relationship when it comes to finding a place to spend their time,” he said.

“As a landlord or as a retail space operator, we need to deliver more value to our consumer base, and that's why we are very dedicated to our business model of fusing commerce with culture,” he added.

To appeal to both local and international consumers, K11 MUSEA leverages its prime location and unique offerings.

Lam noted that since borders reopened after a global COVID-19 pandemic, K11 MUSEA has become a top destination for tourists.“Our strategic location by Victoria Harbour, distinctive architectural design by renowned architects, and exclusive retail concepts like the MoMA Design Store and Fortnum & Mason, attract visitors from around the world.”

K11 MUSEA keeps its local customers through year-round cultural happenings and VIP experiences, such as the Gentry Club, which all ensure they remain loyal, Lam added.

K11 MUSEA plans to expand further. “We are discussing potential upgrades with international brands, reflecting our early success and confidence in our business model,” Lam said.

He noted that a number of brands who have been with them since the mall opened in 2019 have witnessed their growth, and are confident in their unique business model.

Lam said K11 MUSEA is preparing for a busy retail season with events planned for the Christmas holidays. The mall would continue its tradition of integrating art and culture by hosting special art exhibitions every March to celebrate Hong Kong's Art Month, he added.