K11 MUSEA

K11 MUSEA MUSE EDITION: The Cutting-Edge Fashion Destination for Fashion Insiders
K11 MUSEA Launches K11|ANTONIA – K11’s First Ever-Global Fashion Venture with World’s Most
Iconic Italian Fashion Forward Style Maker Antonia

This March, K11 MUSEA, Hong Kong’s Silicon Valley of Culture adds to its reputation as an innovative cultural-retail destination with MUSE EDITION delivering the most
forward-thinking brands in luxury streetwear, sophisticated ready-to-wear and runway. Previously, New World Centre, where K11 MUSEA MUSE EDITION stands today was the site where many fashion brands first laid down their roots in Hong Kong. It’s fitting that today MUSE EDITION can bring together an unmatched fashion edit for the tastes of the city’s contemporary fashion insiders and global millennials alike. MUSE EDITION continues to pioneer an unparalleled fashion experience by welcoming one of the world’s most directional and influential fashion forward style maker Antonia to Hong Kong with the launch of the K11|ANTONIA multi-brand flagship store. To mark its arrival, over 25 boldly styled key Spring/Summer looks curated by co-founder Antonia Giacinti and her team will be presented on customised mannequins at the heart of K11 MUSEA’s Opera Theatre to MUSE EDITION. This month, K11 MUSEA also sees Global Fashion icon Chiara Ferragni’s first flagship store open in Hong Kong.

A ground-breaking collaboration between K11 and Antonia, the new K11|ANTONIA is set to become a top destination for style mavens as a focal point of MUSE EDITION in K11 MUSEA. With over 5,700 square feet of space, K11|ANTONIA will debut both co-founders Antonia Giacinti’s & Maurizio Purificato’s handpicked selection and signature blend of high fashion, streetwear and ready to wear brands. With its unique styling and fashion edits, K11|ANTONIA is a platform for positioning niche brands beside fashion heavyweights. Over 50 established and trailblazing brands including Bottega Veneta, Burberry, Chloé, Miu Miu, Jacquemus, Balmain, Alessandra Rich, The Attico, Alanui, Ambush, Kolor, White Mountaineering and more are available.

Designed by Italian architect Vincenzo de Cotiis, Antonia’s long standing partner in the development of its retail concepts in Milan, K11|ANTONIA will feature three distinct yet free-flowing spaces dedicated to men’s and women’s ready-to-wear and women’s accessories. The store’s high-impact décor features mirrors, smoky glass, rustic stained glass, steel, brass and marble in a palette of gold, gray, beige and blurry pink. True standout fixtures will include a key translucent pastel pink sneaker wall in the men’s area made with specially-treated fibreglass and a custom sculpted curved marble ‘installation’ island in the women’s area that will display and feature key seasonal looks. Signifying the arrival of K11|ANTONIA , over 25 boldly styled key Spring/Summer looks curated by Antonia Giacinti and her team will be presented on a collective of customised mannequins. These hyper-realistic mannequins, designed by architect De Cotiis, are modelled on real people using a special 3D scanning and printing technique. Each mannequin features a special highlight color as an added artistic touch. The looks are told in a three-part story: Pastel Sorbet Dreams, Natural Earth Tone and Garden Party. From 26 March – 26 April, these iconic looks will feature throughout K11 MUSEA , enticing visitors to discover and explore the exciting new K11|ANTONIA fashion flagship.

Strike a pose; Take a selfie on the K11 MUSEA Red Carpet
From 26 th March – 26 th April, visitors to K11 MUSEA can enjoy checking out the customised mannequins from K11|ANTONIA and snap a fashion selfie on the Red Carpet at the Opera Theatre. Follow the red carpet trail that leads to MUSE EDITION, strike a pose at the neon sign and upload the picture on Instagram, hashtag #K11FashionMuse (Instagram account setting will need to be set to public) to collect a printed photo of your most fashionista moment!

To enjoy a special K11|ANTONIA opening offer, visitors can download the K11 App and use it to scan QR codes on the customised mannequins. They will then receive the exclusive K11| ANTONIA offer directly in their K11 App.
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