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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. 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?
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Q3. Do you know that K11 is an art mall?
No 18
Yes 32 +
Q4. Do you know there is an art gallery in K11?
No 22
Yes 28 +
Q5. Do you know there are art works on every floor in K-11?
No Yes 25 25 + Q5. Do you know Q3. Do you know Q4. Do you know there are art that K11 is an art there is an art works on every mall? gallery in K11? floor in K-11?
No No 18 22 No Yes Yes 25 25 Yes 28 32
Impression of K-11 is an art mall
Visitors cannot find out the ingredient of art in K-11
+ Imbalance of art and commercial + Art gallery’s position not user friendly + Art works’ position not user friendly + Art works’ position not user friendly +
Q6. Have you ever admired those art works?
No
7
Yes 18 + Q7. After visiting the art works/ art exhibitions at K-11, will you search for further information about art?
Yes 3
15 No +
Q8. What do you think of those art works at K-11? have others comment /reflection 1 2
decoration 15 + Inappropriate selection of Art work
+ Inappropriate selection of Art work + Ineffective presentation of Art work
+ Ineffective presentation 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”?