"New retail", a trending term in recent years, is a business conceptand simultaneously, a new way of living. As the concept of “newretail" evolves, traditional recreational locations like movie theatersare also destined to undergo transformations. In other words, it istime to take a leap out of the one-dimensional retail scene andintroduce social interactions, dining and art into cinemas.

In 2019, OFT was invited to work on the storefront design of K11Art House, the flagship concept theater in K11 Musea. In this experimental project, we have used "Design + New Retail" as thecore concept and have created Asia's first alp life-themed cinema,hoping to remind Hong Kongers of their desire for a natural lifestyle.Overall, through blending urban aesthetics and natural beauty, thedesign is a tribute to K11 Musea’s vision of revitalizing, retransformingand recreating cultures.