Facade of K11 MUSEA. Image: PRNewsfoto/New World Development and K11 G via AFP Relaxnews
Rich millennials target of ultra high-end museum-retail space set to open in HK
AFP Relaxnews / 07:51 PM June 24, 2018
A major $2.6 billion development that’s been called “Hong Kong’s Hudson Yards” and makes no qualms about its aim to specifically attract wealthy millennials now has a name and an opening timeframe: K11 Musea will open in the fall of 2019.
The new museum-retail complex is set to transform the Victoria Dockside in Tsim Sha Tsui into an “ultra high-end” experiential retail, art, cultural and dining destination.
Its target market? Asian millennials or “Super Consumers” whose spending power is set to reach $6 trillion by 2020, developers note in a press release.
The mixed-use project will anchor the 3 million square-foot art and design district and feature a public art collection curated and displayed throughout the space that will rotate throughout the year.
Covering a surface area of 50,000 square feet, the K11 Musea will also feature one of the world’s largest living walls, with lush plants and greenery growing out of the buildings.
Another architecturally innovative feature is the Sunken Plaza, a 2,000-square-foot space that will feature an open-air amphitheater that descends below ground, and a 25-foot-tall LED screen for immersive experiences. Plans also call for programmed water shows and a misting system.
The project is spearheaded by Chinese billionaire and entrepreneur Adrian Cheng of New World Development. JB