K11 heads online to push artistic theme

K11   OGILVY&MATHER   OGILVYONE

Hong Kong - Set to launch in Q3 this year, "art mall" K11 has rolled out an online campaign to encourage locals to fall in love with the diversity of central Tsim Sha Tsui.

The website titled "i Art K11" was developed by OgilvyOne and includes a game called K11 Art Tangram as well as a photo gallery that features eight stories of the district. 

The online game aims to encourage Hong Kong people to form their own artistic impressions of central Tsim Sha Tsui by piecing tiles and cut outs with the winning entries reproduced as real art pieces to be displayed in the mall early next year.

The mini-site will be extended on Facebook in the form of an online game called K11 Art-chitect that will be launched later this month. 

Adrian Cheng, founder and chairman for K11, said they have launched the online initiatives as they want to take the lead in revitalizing the district and feel it important to involve the people of Hong Kong in this process.

Cheng said they want to inject new energy into the district and hope to do so through the three core elements that made up their brand values - art, people and nature.

K11's core values will be reflected via its landscape and activities through art appreciation, cultural experience and emotional affinity towards nature.

Ogilvy PR is the PR agency for this art mall. 

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