as an art mall, is k11 successful or not - isaac...

+

As an Art Mall, is K11 Successful?

Art

People

Nature

Group 1

Cheung Wing Lam, Venus (53090438)

Fan Kok Yan, Raven

Liu Hoi Man, Natalie (53076769)

Li Wai Man, Jasmine (52473022)

Lo Hiu Tung, Jacqueline (53079692)

Tsang Ka Wai, Joanne (53076315)

Yu Tin Lok, Natalie (53075552)

+ Aims & Objectives

To reveal how art can be incorporated into business activities

To analyze the effectiveness of using business operation for

promoting art

To determine from different perspectives whether K11 is

successful or not

+ Outline

Background (Natalie Yu & Venus Cheung)

Research Questions and methods

What is the relationship between art and business

which shown in the K11 and its effectiveness to promote

each other? (Jasmine Li & Natalie Liu)

How effective does this incorporation raise the public

awareness of art?

( Jacqueline Lo, Raven Fan)

Suggestion and conclusion( Joanne Tsang)

Discussion Questions

+ Background

The world’s first Art Mall presented by New World

Development Company Limited and Urban Renewal

Authority in 2009

A 6-storey mall located in Tsim Sha Tsui

K represents Kingdom

source: http://www.k11concepts.com/en/

+ Location

+ K11 Concept

Art People Nature

“Art doesn’t need to be in a gallery or a

museum to be loved and appreciated. It

can be in the kind of places people visit

all the time, in places they like to be

entertained. So why not in a shopping mall?”

K11 Founder Adrian Cheng

+ K11 Direction

To revitalize, regenerate and recreate the local art,

culture and the way of life with the community

+ Brand Distribution

Famous brands including agnès b.,

Longchamp and Chow Tai Fook etc.

L3 Sky Village

L2 Energy Zone

L1 Designers’ Hub

G International Suite

B1 Confectionery Park

B2 Dress Up Island

+ Video: K11 Art Fair No.1

http://www.youtube.com/watch?v=GFjqrg1O5IE







+ K11 Art Activities

Klub 11‧Art Academy – Oct 2013

Promotion Period: Oct 2013

Decoupage Class

Personalize household items with Decoupage – the art

of decoration with special offer to birthday members


Date Time Topic

Oct 10 7 pm – 9 pm Wood

Oct 17 7 pm – 9 pm Glass

Oct 24 7 pm – 9 pm Ceramic

Oct 31 7 pm – 9 pm Leather

Klub Points required Cash required No. of seats redeemed

70,000 - 1 (for member only)

35,000 $150 1 (for member only)

70,000

Wood, Glass,

Ceramic:$250

Leather:$300

2 (for member and a

friend)

35,000

Wood, Glass,

Ceramic:$400

Leather:$450

2 (for member and a

friend)


2013 China-Korea Outstanding Design Graduation Exhibition

7 Sep - 6 Oct, 2013

Artists: Final year students from:

Academy of Arts & Design, Tsinghua University, China

School of Design, The Central Academy of Fine Arts, China

College of Fine Arts, Hongik University, Korea

College of Fine Arts, Seoul National University, Korea

http://www.k11concepts.com/en/news-events/art-details.aspx?id=99







+ 2013 China-Korea Outstanding

Design Graduation Exhibition To celebrate the talent and innovative works of the

best final year art and design students from four top

universities in Seoul and Beijing

To present a juxtaposition of mixed-media dialogues

on creativity and human issues across two Asian

cultures

From explorations on pure psychological states,

homage paid to simple things to make against

materialism, the copy-happy digital age and our

tendency to tolerate homogeneity

To discover emerging artists and designers

To have an eye-opening experience into the region’s

art future

+ K11 Artist Blog

To help promote different art activities in Hong Kong

+ K11 Marketing Strategies

Shopping Privileges for Tourists

K11 Tourist Card

Extending its Unique Brand Concept and Theatrical

Shopping Experience to Visitors

Promotion Period: 1 October 2013 – 30 June 2014

Redemption Hours: 10am – 10pm daily


Redeem K11 Tourist Map & Card by showing a valid

travel document at Concierge Desk

The Tourist Card will be activated instantly and valid for

seven days

Shoppers can enjoy shopping privileges at designated

merchants as they present the tourist card upon

payment

To enjoy even more privileges, Tourist Card-holders

can apply for a Klub 11 Gold Membership upon same-

day purchase of HKD3,000, or accumulative purchases

of HKD20,000 over a three-month period at K11 Art Mall


Klub 11 New Rewards New Choices

Experience new rewards with Klub Points

Available from 1 Sep 2013

Redemption Location: L3 Klub 11 Concierge Perks


Reward Item Klub Points

Shenzhen - cross border bus

ticket 20,000 Klub Points

K11 Design Store

Zipit - Monster Jumbo pouch 72,000 Klub Points

K11 Design Store

HKD100 Gift Voucher 120,000 Klub Points

Holly Brown Coffee

Coffee Set 135,000 Klub Points

K11

HKD100 Gift Voucher 250,000 Klub Points

Hotel Nikko Hongkong

Lunch buffet at Café Serena 255,000 Klub Points

+ Affiliated Organizations

K11 Loyalty Program Limited

K11 Design Store Limited

K11 (China) Limited

K11 Select Limited

K11 Art Foundation Limited

K11 Group Limited

+ K11 Design Store

Accessories, Gifts, Kids & Pets, Living Interior, Soft

Furnishing, Tabletop

Online shopping available

+ K11 Shanghai

Situated at a central location on Huaihai Road

A total area of 40,000 square metres

Appreciate: Multiple international fashion brands

Hear: Delightful music of the nature

Smell: Unique fresh fragrance

Taste: Global fine mouth-watering foods

Love: Passion and creativity of fine arts

+ K11 Art Foundation

(by Whitespace)

A non-profit K11 Art Foundation established in

2012

To create strong public desire and awareness for

the local and global contemporary art scene of

Hong Kong

To support the growing needs of the city’s artists

and community

To create a modern brand identity reflecting the

dynamic and creative purpose of the organization

+ K11 Funding Situation


Hong Kong Design Centre


Hong Kong Tourism Board

+ Players

• K11 Loyalty Program

Limited

• K11 Design Store

Limited (Selling)

• K11 (China) Limited

(e.g. K11 Shanghai)

• K11 Select Limited (e.g.

HK Ticketing)

• K11 Art Foundation

Limited (Funding)

• K11 Group Limited

• New World

Development

(Developer)

• Bloggers (e.g. Amy

Cheng, Keith Lam etc.)

• Customers

• Shops (e.g. agnès b, D-

mop, L'OCCITANE en

Provence etc.)

• Hyatt Regency Hong

Kong, Tsim Sha Tsui

(Hotel)

• Urban Renewal

Authority

• Hong Kong Design

Centre (Promotion)

• Hong Kong Tourism

Board (Promotion)

+ Competitiveness of K11

(by SWOT Analysis)

Strengths

• Central location in Tsim Sha

Tsui

• Directly linked to the MTR

stations (East Tsim Sha Tsui &

Tsim Sha Tsui)

• Under the New World

Development Company

Limited

Weaknesses

• Comparatively small in scale

• Dominated by high-class

branded shops (that limits the

target of customers)

Opportunities

• Various art related activities

• Various marketing strategies

• Good network with different

organizations

Threats

• Lots of other big scale

shopping malls nearby, like

Harbour City, Mira Mall, The

One etc.

+ Research Questions

What is the relationship between art and business

shown in K11 and its effectiveness to promote each

other?

How effective is the incorporation of art in raising the

public awareness of local artworks?

+ Research Methods

Field trip in K-11

First hand resources:

Randomly picked interviewee in K-11

Secondary resources: newspapers, magazines, reviews,

books, reports

+ Video: Field trip to K11

http://www.youtube.com/watch?v=e2LjpLa44Qs







+ Interview

Date: 18th October, 2013 (Fri)

Time: 5:30 pm - 7:30 pm

Interviewee: 50

+ Interviewee

Male

22 Female

28

Gender Under

18

3

18 – 30

21 31 – 40

18

Over

40

8

Age Range

+

What is the relationship between

art and business shown in K11

and its effectiveness to promote

each other?

+ Art helps promoting business

(K11)

1. As an attraction

To attract art lovers

Gimmick- the only art mall in HK

+ 2. Klub 11

Pre-sale functions/ art workshops

To encourage consumption

+ 3. Artistic shopper experience

Artwork display

Special scent/ background music

+ Effectiveness: Art helps facilitating

K11

Not effective

+ Q11- There are art activities holding in K-11

which need to enroll with the Klub points,

would you consume more in order to get

more Klub points?

+ Q12-Do you think art galleries will raise

the attractiveness of K-11?

+ Q13-Do you think art activities holding

at K-11 will raise its attractiveness?

+ Relationships

(The Role of Business to Art)

+ Mall as the new space for art

other than

museums/galleries

+ Mall as an interactive platform

among artists/between artists

and community

http://www.k11tv.com/en/index.html

Ink Battle Oct 5, 2013

Organization:

K11 Art Foundation

Artists:

Corn Ho Shuk Mei

Lau Kwong Shing

(Students from the

Fine Art Department

of CUHK)

Music by French

electro-pop musician,

Le Crayon

http://www.k11tv.com/en/index.html

“The K11 Artist Klub is

a unique platform for

the artistic community

to share their

ideas, as well as

being a portal to

facilitate

connections

between the business

community and Klub 11

members.”

+ Mall as new distribution

channel for art

Lifestyle Décor Collection

series

Wall Arts

K11 Foundation x

HKDC

Hong Kong Youth

Arts Foundation

Performance

Polytrade

Paper

+

Mall as art educator

Dorkbot-HK, Design in

Code 3 Oct, 2013

Speakers:

Art Clay, Dr. Bryan Chung,

Takuro Mizuta Lippit, Wong Ping

Co-presented by Videotage and

the K11 Art Foundation

Cookery Class

Handcraft

Class

+

Mall as funding support

for K11 Art Foundation

(NGO), non-profit art-

related activities and

publication

Mission:

1. Art for the Masses — the

extensive network

and resources of K11

in Hong Kong and

Mainland China catalyse a continuous

interaction among artists,

students, office occupants,

patrons and the general

public to strengthen art

appreciation and awareness

for our current and future

generations.

2. Leveraging on the success of

the flourishing K11 Art Space

Workshops, K11 Art Village, K11

Artist-in-Residence

Programme, K11 Artist Klub

and K11 Kollection, the activities and

infrastructure in these convenient

destinations and their outreach extensions

allow KAF to attract and engage a steady

stream of participating audiences and

maximise the public exposure of local

artists and programmes.

http://www.k11artfoundation.org/en/about-us/

KAF:

- Receiving support

from K11 including

land, funding, network,

audience building etc.

New World Development

Company Limited Annual

Report 2012

K11 delivered satisfactory

leasing performance with

monthly pedestrian flow over

a million.

K11:

-Having strong background

given by New World

Development Company

Limited

- receiving subsidies

- Rich resources (e.g. land,

revenue, network) for

operations

http://www.nwd.com.hk/html/download/Report/ar2012e.pdf

+ Effectiveness

(Business Promoting Art) -Questionnaire

- Qualitative interviews ( Shopkeeper of The

Corner by Zixag, Customer service officers,

Officer of cashier, visitors)

+ Bad Locations of

K11 Art Space & Artworks

• At the corner of the Floor B2

• The position is disguised by the

compound called D-mop zone

• At Floor B2, only way to arrive

the place pass through the

zone

Exit

N4

• Floor B1 connects

directly to MTR Exit N3

• Escalator provide assess

to Floor B2’s Art Space

• Inconvenient location of

Exit N3 brings little

visitors there

Exit

N3

• Floor B1 connects

directly to MTR Exit N3

• Escalator provide assess

to Floor B2’s Art Space

• Inconvenient location of

Exit N3 brings little

visitors there

+

How effective does

this incorporation

raise the public awareness

of art?

+

Yes

32

No

18

Q3. Do you know that K11 is an art mall?

+

Yes

28

No

22

Q4. Do you know there is an art gallery in

K11?

+

Yes

25

No

25

Q5. Do you know there are art works on every

floor in K-11?

+

Impression of K-11 is an art mall

Visitors cannot find out the ingredient of art in K-11

Yes

32

No

18

Q3. Do you know

that K11 is an art

mall?

Yes

28

No

22

Q4. Do you know

there is an art

gallery in K11?

Yes

25

No

25

Q5. Do you know

there are art

works on every

floor in K-11?

+ Imbalance of art and commercial

+ Art gallery’s position not user friendly

+ Art works’ position not user

friendly

+

Yes

No

Q6. Have you ever admired those art works?

7

18

+

Yes

No

Q7. After visiting the art works/ art

exhibitions at K-11, will you search for

further information about art?

3

15

+

have

comment

/reflection

decoration

others

Q8. What do you think of those art works at

K-11?

2

15

1

+ Inappropriate selection of Art work

+ Inappropriate selection of

Art work

+ Ineffective presentation of Art work

+ Suggestion

+ Suggestion

1. More guidelines of the venue of exhibition

Should have link of map in the website

State which floor

Problem: art space (too remote), showcase, Atrium, etc.

Hard to find in the promotion booklets, shopping directory

and website

+ Suggestion

2. Merge arts into commercial needs

More design and art-related shops e.g. paintings, sculptures

Problem: the floor(L1) with the theme of designers’ hub focuses more on lifestyles and fashion

only K11 Design Store sells design products

+ Suggestion

Problem:

K11 Select sells clothes, only a small area sells decoration

Others: clothes, jewellery, bags, optical

+ Suggestion

3. More promotion

(esp. art activities)

In eye-catching areas in the mall

Mass media

Problem:

Questionnaires result:

only one interviewee join art

activities

Only a half know there is art gallery

Not enough promotion

(can only see workshops from

booklets and Klub website)

+ Suggestion

4.the theme of the art works should be coherent

5.find arts experts to select art works

Problem:

+ Conclusion

K11 concepts (Art People Nature)

Aims (To revitalize, regenerate and recreate the local art, culture and the way of life with the community )

majority of pieces are inspired by the environment

Art Activities, artworks, exhibitions and publications help to :

connect artists with art lovers

support local artists

bring art into people’s everyday lives

cultivate the next generation to have a passion of arts

+ Conclusion

Not effective enough (execution of concept, promote business and art by incorporation)

Location of art space and art work

Insufficient promotion and arts-related shops

Weaken the whole impression of art elements

incorporation is not effective enough to raise the public awareness of art

People treat the artworks as background and decoration

K11 as a “Art Mall” , only partly successful

+ Discussion Questions

1.Does the Hong Kong’s indifference of art lead to the

unsuccessfulness of K11?

2.How to balance art and business in the “Art Mall”?

as an art mall, is k11 successful or not - isaac...

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