The K11 Shanghai Middle Huaihai Road Land Parcel Project is the second art-retail complex in Shanghai for New World Development’s artisanal-focused lifestyle brand K11.
The official groundbreaking on the site took place on July 30 at Middle Huaihai Road in one of Shanghai’s most prosperous commercial districts. It’s the second K11 experiential art/culture/retail project in the city for New World Development. It will join the K11 Art Mall that was opened in Shanghai in 2013 and two further K11 projects in the Yangtze River Delta region of Eastern China.
“This iconic cultural-retail landmark on Middle Huaihai Road will mark another milestone in K11’s strategic development in Eastern China and beyond,” said Adrian Cheng, CEO of New World Development and Founder of the K11 Group. “As the fourth K11 project in the region, this new project will continue to echo K11’s vision that weaves in art, people, and nature with business.”
The new development will cover around 17,170.8 square metres of the total developable area of 128,683.2 square metres. The aim is to provide an “oasis in the city” and to provide an “iconic, cultural and artistic landmark in Eastern China.”
Exact details of the project will be forthcoming but the new development is likely to follow the previous K11 brand philosophy of becoming an “art playground where culture, entertainment, shopping and living revolve around art.” It will include a garden piazza, landscaped courtyard and vertical gardening.
Danish design company Bjarke Ingels Group (BIG) and international architects Leigh & Orange lead the design team. They are pledged to preserve and restore the many historic buildings in the development area.
Craft foundation for conservation
The K11 Craft & Guild Foundation (KCG) will launch with the project. According to the press release, it will provide a creative platform for “cultural contemplation focusing on conserving and preserving fast-disappearing Chinese artisanship.” KCG will partner with both local and international crafters and aims to both preserve and develop local cultural heritage through a series of art and cultural initiatives.
“We will continue to create shared value with all stakeholders of society,” concluded Cheng. “Creating fertile ground for the union of business and community, and enriching people’s lives through a Journey of the Imagination.”
The roll out of K11
K11 is also established in Guangzhou, Shenyang,; Tianjin and Wuhan. There are already four K11 projects in Hong Kong. These are K11 MUSEA, New World Development’s experiential art, culture, and retail landmark in Hong Kong’s Victoria Dockside development opened in 2019. It targets ‘global millennials’ whose spending power is set to drive global consumption.
It joins K11 Art Mall, K11 Atelier and K11 Artus. In addition, in 2020 New World Development unveiled its HK$20 billion retailtainment project 11 SKIES, located at the Hong Kong International Airport development SKYCITY.