ST Design, the architectural firm founded by Stefano Tordiglione, presents its new project dedicated to creating a new retail experience for the B2 level by creating the new K11 MUSEA, adding value to the Hong Kong retail market. K11 MUSEA, located on the waterfront overlooking Victoria Harbour, is set to be a new benchmark for experiential art, culture and world-class retail.
The project’s creative director, Stefano Tordiglione, explains the client’s aim to develop K11 MUSEA as Hong Kong’s most sophisticated retail space with millennial appeal, combining retail with craftsmanship, heritage, design and creativity. To this end, ST Design focused on creating an artistic, ergonomic and theatrical spatial experience rather than a conventional shopping environment that would appeal to young millennials.
Drawing inspiration from the Galleries of Northern Italy, ST Design presents luxurious and modern details in every corner of the 8,000 square metres of public space occupied by K11 MUSEA on the B2 floor. Under the high black metal ceiling, there are three different types of flooring, including hexagonal concrete tiles, which embody the charm of 19th century Italian design, defining the different areas.
Black grid sliding doors have been installed in all shops to create a uniform and timeless atmosphere and determines a standard configuration for shops to communicate their brand personality while keeping the overall image of the mall uncluttered.
Another noteworthy detail is the old-style public toilet in building B2. To differentiate itself from other areas of the building, the women’s toilet uses a series of glass panels, like the cubicle door, in shades of purple, pink and red.
The objective of retail is no longer shopping itself, but the experience of shopping, which must therefore aim for uniqueness and quality.