K11 opens a new store in Wuhan, featuring music-box theme
What: K11 opens a second store in Wuhan
Why it is important: There is a race to growth and size from major operators in China. K11 is going fast, while staying strong on its ultra experiential positioning.
K11 opens a second location in Wuhan in Art Mall I, within the planned framework of 40 new stores across Greater China in the next 5 years. As usual, the experience is designed to be new and surprising to customers, including a giant music box design, a rooftop garden and a musical urban farm. The store comes with the usual array of Western brands willing to be part of such a new shopping concept, such as Gentle Monster, Alexander Mc Queen, Stella Mc Cartney or Zadig & Voltaire. Interestingly, there is also a whole new offer in terms of F&B experiences, including Korean and Chinese new concepts.
Newest K11 Art Mall opens in Wuhan, featuring music-box theme