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As an Art Mall, Is K11 Successful Or Not ?

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As an Art Mall, Is K11 Successful Or Not ? + Art People Nature As an Art Mall, is K11 Successful? Group 1 Li Wai Man, Jasmine (52473022) Cheung Wing Lam, Venus (53090438) Lo Hiu Tung, Jacqueline (53079692) Fan Kok Yan, Raven Tsang Ka Wai, Joanne (53076315) Liu Hoi Man, Natalie (53076769) 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 L3 Sky Village L2 Energy Zone L1 Designers’ Hub G International Suite B1 Confectionery Park B2 Dress Up Island Famous brands including agnès b., Longchamp and Chow Tai Fook etc. + 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 + K11 Art Activities 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) Wood, Glass, 2 (for member and a 70,000 Ceramic:$250 friend) Leather:$300 Wood, Glass, 2 (for member and a 35,000 Ceramic:$400 friend) Leather:$450 + K11 Art Activities 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 + 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 + K11 Marketing Strategies 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 + K11 Marketing Strategies Klub 11 New Rewards New Choices Experience new rewards with Klub Points Available from 1 Sep 2013 Redemption Location: L3 Klub 11 Concierge Perks + K11 Marketing Strategies Reward Item Klub Points Shenzhen - cross border bus 20,000 Klub Points ticket K11 Design Store 72,000 Klub Points Zipit - Monster Jumbo pouch K11 Design Store 120,000 Klub Points HKD100 Gift Voucher Holly Brown Coffee 135,000 Klub Points Coffee Set K11 250,000 Klub Points HKD100 Gift Voucher Hotel Nikko Hongkong 255,000 Klub Points Lunch buffet at Café Serena + 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 + Affiliated Organizations Hong Kong Design Centre + Affiliated Organizations Hong Kong Tourism Board + Players • K11 Loyalty Program • Bloggers (e.g. Amy Limited Cheng, Keith Lam etc.) • K11 Design Store • Customers Limited (Selling) • Shops (e.g. agnès b, D- • K11 (China) Limited mop, L'OCCITANE en (e.g. K11 Shanghai) Provence etc.) • K11 Select Limited (e.g. • Hyatt Regency Hong HK Ticketing) Kong, Tsim Sha Tsui • K11 Art Foundation (Hotel) Limited (Funding) • Urban Renewal • K11 Group Limited Authority • New World • Hong Kong Design Development Centre (Promotion) (Developer) • Hong Kong Tourism Board (Promotion) + Competitiveness of K11 (by SWOT Analysis) Strengths Weaknesses • Central location in Tsim Sha • Comparatively small in scale Tsui • Dominated by high-class • Directly linked to the MTR branded shops (that limits the stations (East Tsim Sha Tsui & target of customers) Tsim Sha Tsui) • Under the New World Development Company Limited Opportunities Threats • Various art related activities • Lots of other big scale • Various marketing strategies shopping malls nearby, like • Good network with different Harbour City, Mira Mall, The organizations 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 Under 18 Age Range Gender 3 Over 40 8 Male 18 – 30 22 Female 21 31 – 40 28 18 + 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 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 Polytrade Arts Foundation Paper Performance + 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 Handcraft Class Cookery 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 http://www.k11artfoundation.org/en/about-us/ public to strengthen art appreciation and awareness 2. Leveraging on the success of for our current and future the flourishing K11 Art Space generations. Workshops, K11 Art Village, K11 Artist-in-Residence KAF: Programme, K11 Artist Klub - Receiving support and K11 Kollection, the activities and from K11 including infrastructure in these convenient land, funding, network, destinations and their outreach extensions audience building etc. allow KAF to attract and engage a steady stream of participating audiences and maximise the public exposure of local artists and programmes.
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