"New retail", a trending term in recent years, is a business concept and simultaneously, a new way of living. As the concept of "new retail" evolves, traditional recreational locations like movie theaters are also destined to undergo transformations. In other words, it is time to take a leap out of the one-dimensional retail scene and introduce social interactions, dining and art into cinemas.
In 2019, OFT was invited to work on the storefront design of K11 Art House, the flagship concept theater in K11 Musea. In this experimental project, we have used "Design + New Retail" as the core concept and have created Asia's first alp life-themed cinema, hoping to remind Hong Kongers of their desire for a natural lifestyle. Overall, through blending urban aesthetics and natural beauty, the design is a tribute to K11 Musea’s vision of revitalizing, retransforming and recreating cultures.