A new retail experience in HK

Located at the heart of Tsim Sha Tsui, the new K11 shopping complex on Hanoi Road is expected to give Hong Kong a completely different kind of retail experience.

Conceived as the world's first art mall, the joint venture between New World Development and the Urban Renewal Authority will feature permanent and regular art exhibitions, providing a new range of attractions for shoppers, restaurant goers and international visitors.

'It is a combination of a gallery and a shopping centre, which aims to offer customers an exciting mixture of art, shopping and dining options,' said Adrian Cheng, founder and chairman of K11 and an executive director of New World Development.

The artworks on display will include paintings and sculptures, multimedia arts and interactive installations. Some will be showcased at strategic points throughout the public areas, while others will be short-term exhibits contributed by local arts students and designers.

'There will be artworks to admire alongside the shop-window displays,' Mr Cheng said. 'We want to bring art into the shopping experience and create an art walk within the mall.' To enhance that theme, original items are being commissioned from local artists. The company also intends to set up a K11 Artists' Club, which will give students a chance to exhibit.

The six-storey, 340,000 sqft complex will have flagship stores, brand-name outlets new to Hong Kong, and a nearby Gourmet Tower with more than 20 restaurants offering international cuisines.