New World Development Ltd.
Beijing, China
K11 BEIJING
ART MALL
ART MALL
As a pioneer in Cultural Retail, K11 was the first global high-end lifestyle brand to seamlessly integrate Art, People, and Nature. Committed to enhancing Chinese culture's soft power, K11 blends art and culture with business through its unique Cultural Commerce concept, fostering an inclusive ecosystem.
The Beijing K11 Art Mall project, located near the World Heritage "Temple of Heaven," presented a prime opportunity to demonstrate the K11 brand's strength in one of the world’s largest cities. With its multifunctional space, the goal was to develop a localization strategy aligned with K11’s core values, defining the XJ project's identity and creating an iconic building that fosters new interactions between the brand and the local community. This would revitalize local culture and deliver an unprecedented hybrid experience.
The challenge was to align with K11's branding strategy to create architecture deeply rooted in local culture and social context, blending commerce and community to achieve effective place-making.
The Beijing K11 Art Mall project, located near the World Heritage "Temple of Heaven," presented a prime opportunity to demonstrate the K11 brand's strength in one of the world’s largest cities. With its multifunctional space, the goal was to develop a localization strategy aligned with K11’s core values, defining the XJ project's identity and creating an iconic building that fosters new interactions between the brand and the local community. This would revitalize local culture and deliver an unprecedented hybrid experience.
The challenge was to align with K11's branding strategy to create architecture deeply rooted in local culture and social context, blending commerce and community to achieve effective place-making.
Cultural Origins
Brand Experience
In response to K11’s core values of "Art • People • Nature," I conducted extensive research to explore these principles and their impact on the final architectural outcome.
The strategy guided the development of K11 Beijing Art Mall into a distinctive landmark in the city. Refined within this strategy, K11 HACC—a new multifunctional art space brand—has been launched in multiple cities, collaborating with leading global art and cultural organizations to cultivate an urban humanistic ecology.