Adrian Cheng, executive vice president of New World Development and founder in 2008 of the K11 group, he has already created 29 shopping malls with art in China, as well as artists residences. He is a former UBS and Goldman Sachs executive. As for the K11 Musea, it is a new concept where culture takes precedence over commerce. What is the purpose of this work ? Read all the information about this work here.
The idea behind the concept
In Hong Kong, as in mainland China, art in malls has become commonplace. But what the young billionaire Adrian Cheng is preparing is on an exceptional scale with K11 Musea. A name inspired by A Muse by the Sea. With his New World Development group, one of Asia's most famous developers is building a $2.6 billion museum-mall. The museum is at the heart of the 280,000 square meter Dockside Victoria art and design district. Adrien seeks to revitalize Tsui's waterfront, making it a very high-end destination for commerce, culture and restaurants. It's a new business model : offering a lot of quality artistic content, creating cultural value, immersive experiences, to build consumer loyalty in high-traffic places.
The main targets of the museum
His conglomerate invests in technology, retail, fashion, real estate, entertainment, media, design, all over the world. A collector, Adrian Cheng has also launched the K11 Foundation, which has notably established partnerships with the Palais de Tokyo and the Center Pompidou in France or the MoMA PS1 in New York, to exhibit its artists there. With Musea, the Harvard graduate targets both Chinese and foreigners, but more particularly wealthy Millennials, eager for luxury, travel and cultural content. 11 stories high, with a 4,800 square meter green wall for the facade, the K11 Musea involves renowned architects, designers, landscape architects and artists. In addition to a wide selection of international brands, it will house an amphitheater, a large screen, to offer various events such as film festivals or concerts, as well as an exhibition space for its art collection. More than 70% of the complex has already come out of the ground and Adrian Cheng does not rule out extensions if his concept appeals.