K11 MUSEA, Hong Kong’s newest cultural-retail destination, aimed to make an unforgettable debut as the “Silicon Valley of Culture.” I played a key role throughout the creative campaign process, developing and executing the "Follow Your Muse" campaign. The concept introduced a series of iconic “Muses,” each representing K11 MUSEA’s unique character and artistic vision. These Muses appeared in advertisements citywide, dominating TST and Kowloon MTR stations. Together, they created Hong Kong’s first “immersive art-route,” guiding audiences—both visually and metaphorically—toward K11 MUSEA. Wherever people stood, the Muses pointed them to this new cultural landmark, generating excitement and curiosity.
Key Expertise
Creative Campaign Strategy | Experiential Marketing | Storytelling Through Design | Strategic Advertising Placement | Brand Identity Development
Challenges Faced
The challenge was to capture attention in a competitive urban landscape and position K11 MUSEA as more than just a retail space. By creating a visually striking and symbolic campaign that resonated with the public, we successfully drew attention to the destination. The “Follow Your Muse” concept blended culture, storytelling, and commerce, cementing K11 MUSEA’s status as a must-visit cultural hub.
