Even by the famously extravagant standards of Hong Kong’s retail landscape, the new K11 Musea complex is so decidedly over the top that describing it as a shopping mall would risk offending its sensibilities.
, Cartier, Van Cleef & Arpels, and many more are framed by faux wood walls and parquet floors that are designed to suggest an English manor house. Just outside, a large fiberglass sculpture of colorfully painted boulders by Katharina Gross sits next to a gold, cube-shaped coffee bar designed by Rem Koolhaas and David Gianotten of OMA .
And yet, even as sales continue to plummet throughout the city at alarming rates, down a record 24.3 percent in October, Cheng believes that K11 Musea’s unique positioning will enable it to prevail.What message do you hope to project to anyone walking into this space, and how does it differ from other K11 properties? [Cheng founded K11 Group in 2008 and plans to have 36 projects, including offices and residences, in nine cities across China by 2024.
It’s an estate. This is my Downton Abbey. It’s much more modern, much more contemporary. It has a lot of legacy and heritage to it, but it’s my interpretation of what legacy and heritage mean. It’s also futurist. I personally do not like glass facades or things that are supposed to look futuristic. I don’t watch films about outer space. I don’t like that icy, metallic look—to me, that’s not the future.
Do I have to wow you all the time? I don’t have time to wow you. There’s no point. But what I’m doing is creating a blue ocean of a business model, basically creating my K11 lifestyle. Whether you like it or not, when you come in you will be sucked into it, and you’ll be addicted to it.You recently described sales here as quite significant, with half of your customers between the ages of 25 and 45 and spending $2,000 to $3,000.
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