NET-A-PORTER unveiled its first ever pop-up store in Asia at K11 MUSEA in Hong Kong.
The pop-up is an integral feature of K11 MUSEA’s inaugural MUSE ROOMS, spotlighting six rooms of art & design. Linking the online and offline worlds using tech to enhance the luxury retail experience, ‘NET-A-PORTER: a vision of style’ is open until 30th October, 2021.
NET-A-PORTER experiments with themes, from a colour invasion of pink throughout the exhibition – a vibrant step beyond its iconic black & white – through to a dynamic pop-up complete with digital visual displays to create a truly immersive experience for the visitor.
The overall guest journey begins with a product exhibition, where guests are submerged into a completely different world – a coding centre full of pink elements, including lighting, servers and cables.
The ‘pink’ pop-up store features a curated selection, including wardrobe essentials, exclusive designs and key must-haves across fashion, jewellery, beauty, homeware and lifestyle from leading brands such as Alex Perry, Christian Louboutin, JW Anderson, Monique Lhuillier, Tom Ford, Valentino, Versace as well as Angela Caglia, Chantecaille, Dr Sebagh, L’Objet, Pat McGrath Labs, Raawii and more.
To offer an unconventional event experience, guests can place their palm over a high-tech scanning device when they check-in. Passing through the gate, the façade will change colours from white to pink – to represent youth, love and compassion.
As part of the digitally powered experience, NET-A-PORTER also invites guests to access the ‘Secret Room’, where the digital art installation Waterfall – Sands by a’strict, an acclaimed collaborative media artist unit from Korea, is located. Waterfall – Sands was especially commissioned by Jay Chou for the occasion of the “Contemporary Curated: Asia | Jay Chou x Sotheby’s” at K11 MUSEA and K11 ATELIER last June.
“At NET-A-PORTER, we want to continue to empower our customers through the services we provide, and through the creative content that we produce. We’re extremely delighted to partner with K11 MUSEA for our first physical pop-up in Asia, offering an enhanced retail solution which aims to close the loop for our customers’ online-to-offline journey,” said Lea Cranfield, Chief Buying and Merchandising Officer at NET-A-PORTER, MR PORTER and THE OUTNET.
‘NET-A-PORTER: a vision of style’ is part of six MUSE ROOMS, a collection of six ephemeral art and design dreamlands showcased at K11 MUSEA, to inspire guests’ imagination and open up the infinite possibilities of their creativity.