This report is documented in details about the entire research steps,process and final results. for The World's First Art Shopping Mall at Tsim Sha Tsui - K11 in Hong Kong. Report content includes: Aims and Objectives, Area of research, Research Schedule, Background and General Research, Research Questions, Research Methods, Findings and Issue Identification, Conclusion and Bibliography.By using different research methodologies, we gradually uncover the mystery veil of the problem in K11 and expose the influencing factors hidden surface. This design research report is worked as a solid foundation and preparation for the next design stage.

2. Content
............................................................................................................................................
1
Abstract
1.
Aims
and
Objectives
.........................................................................................................
1
2.
Area
of
research
...............................................................................................................
1
3.
Background
and
General
Research
..................................................................................
2
4.
The
Research
Question
....................................................................................................
6
5.
Research
Methods
(With
Elaborations)
...........................................................................
6
6.
Insight
............................................................................................................................
16
7.
Opportunity
&Concept
...................................................................................................
17
8.
Conclusion
......................................................................................................................
19
9.
Reference
.......................................................................................................................
20
Appendix
........................................................................................................................................
21

3. Abstract
This
report
is
about
the
steps
and
findings
we
got
into
our
project
on
K11
Shopping
Center,
TST.
Cost
around
300
million
of
HKD,
K11
is
the
first
Shopping-­‐Art
Museum
in
Hong
Kong.
However,
the
shopping
mall
is
not
as
popular
as
we
see
from
internet.
So
what
is
the
reason
of
this
weird
phenomenon?
In
the
report,
we
try
to
figure
out
the
reason
behind
the
surface.
The
report
includes
following
sections:
Aims
and
Objectives,
Area
of
research,
Research
Schedule,
Background
and
General
Research,
Research
Questions,
Research
Methods,
Findings
and
Issue
Identification,
Conclusion
and
Bibliography.
1. Aims and Objectives
All
good
designs
have
a
well-­‐developed
belonging
of
research
and
analysis
to
the
objection.
In
order
to
match
the
aims
and
objectives
of
design,
we
must
avoid
using
the
subjective
preconception
and
assumption
before
any
actions
of
research;
offer
an
opportunity
for
searching
the
correlation
between
practice
and
theory;
as
well
as
understand
design
research
from
various
perspectives.
2. Area of research
Cost
around
300
million
of
HKD,
K11
is
the
first
Shopping-­‐Art
Museum
in
Hong
Kong.
Standing
on
one
of
the
shopping
center
of
Hong
Kong,
the
inventor
of
K11
try
to
make
it
as
the
most
particular
shopping
mall
with
art
atmosphere
in
the
world.
Therefore,
they
spent
a
large
amount
of
money
on
the
artwork
displays
inside
the
mall
;
borrowing
the
philosophy
concept
in
ancient
China
and
make
it
works
on
the
art
atmosphere.
On
the
surface,
K11
should
be
very
popular
among
the
consumers
for
its
brand-­‐new
orientation.
However,
does
it
really
work
well
comparing
with
the
groups
of
competitors
in
TST?
What
do
the
people
do
in
this
shopping
mall?
Are
they
like
to
do
some
1

4. shopping
there?
Here
shows
our
research
report
as
well
as
the
opportunities
of
K11
after
the
7-­‐week-­‐research
on
the
costumers’
flows
of
it.
During
the
process
of
analysis
and
research
of
this
project,
we
have
learned
and
used
the
methodology
from
teachers.
Although
it
is
not
really
as
comprehensive
as
a
professional
one,
it
is
a
serious
one
base
on
reality,
too.
3. Background and General Research
K11
is
“The
World’s
First
Art
Mall”
in
Hong
Kong;
it
inclines
to
the
relationship
among
Art,
People
and
Nature
and
reveals
the
interactive
cycle
of
the
three
elements
there.
So
that
it
can
bring
fantasy
feelings
to
the
consumers.
Located
in
No.18
Hanoi
Road,
TST,
by
the
MTR
station,
it
is
a
6-­‐floor
tall
building
with
the
whole
area
about
340,000
Square
feet.
Being
closed
to
the
History
Museum
of
HK
as
well
as
the
Culture
Center
of
HK,
it
tried
to
become
the
center
of
the
multi-­‐culture
in
TST.
Literature
ObservaRon Study
Background
&
General
Figure
1
The
figure
above
shows
the
relationship
among
the
Observation,
Literature
Study
and
Background.
3.1
The
Outside
Environment
In
all,
we
can
say
K11
has
the
almost
perfect
situation
outside.
As
we
know
from
the
history,
Hong
Kong
is
the
melting
point
of
the
west
and
east.
TST
is
one
of
the
very
places
this
evidence
shows
and
has
a
lenient
attitude
2

5. towards
the
multi-­‐styles.
Again,
thanks
to
the
culture
sedimentation
of
years,
TST
area
has
a
vivid
atmosphere
of
living.
The
activities
of
people
are
really
flourished
here.
All
of
which
give
the
possibility
to
K11
for
its
innovative
concept
for
art
and
business.
Figure
2
Outside
of
K11
Traffic
plays
another
important
role
to
the
shopping
mall.
Near
by
the
MTR
station
gives
this
shopping
center
more
opportunities
for
attracting
the
costumers.
3.2
The
Environment
Inside
3.2.1
A
Strong
art
atmosphere
There
is
a
strong
atmosphere
of
art
belongs
to
the
shopping
center.
The
artworks
are
divided
into
everywhere
of
the
building
in
order
to
let
the
visitors
feel
and
understand
the
fine
arts
there.
The
designer
of
this
building
combines
the
art
into
the
public
facilities
(eg.
the
chairs
and
windows
of
the
stores),
and
the
displays
are
placed
perfectly
among
the
stores
and
goods.
3

6.
Figure
3
Inside
of
K11
In
addition,
K11
has
a
routine
for
different
art
and
design
exhibitions.
Usually
every
three
months
it
will
change
the
theme
of
the
main
exhibition.
The
artists
of
the
exhibitions
come
from
all
around
the
world,
so
they
will
also
bring
different
style
and
attitude
of
art
here.
Like
“tokidoki”
shows
a
young
and
pop
style
of
the
teenagers
while
“Paris
fashion
festival”
shows
the
classical
one
before.
Both
B2
and
L1
floors
would
have
a
special
place
for
main
exhibition
while
other
displays
are
set
on
the
wall
or
near
the
lift
of
the
building.
Allowing
the
designer
set
up
his
own
style
shop
after
exhibition
(for
example,
the
show
of
“tokidoki”),
K11
also
has
its
own
design
shop
placed
on
L1.
The
huge
sculpture
and
Mona
Lisa
Drawing
on
ground
floor
are
two
of
the
most
outstanding
objects
for
visitors.
In
all,
as
the
name
of
“The
World’s
First
Art
Mall”,
K11
try
its
best
to
let
people
feel
the
atmosphere
of
fine
arts
in
the
building.
3.2.2 The
Distribution
With
the
distribution
mapping
from
the
mall,
people
can
find
that
K11’s
distribution
is
not
so
clear.
Instead
of
following
the
standard
or
style
as
usual,
the
shopping
mall
classified
the
stores
basing
on
the
function
it
plays.
For
instance,
B2
is
mainly
women’s
fashion
area,
with
shoes,
clothes
and
4

7. cosmetics
contained.
Ground
floor
has
many
high-­‐end
stores,
including
Longchamp,
Tiffany
by
Soloman,
Thann,
Omega
as
well
as
Dormeuil
and
Chow
Tai
Fook.
Besides,
never
will
it
have
few
numbers
of
random
shops
in
every
stories
of
the
building.
Although
the
E-­‐directory
system
is
mature
enough
for
this
building,
it
offered
little
help
for
the
mess
distribution.
Figure
4
Overview
of
K11
Undoubtedly,
this
kind
of
classification
would
lead
an
ambiguous
way
for
people
to
finding
the
particular
area
they
expect
to
go.
3.2.3 People
Belonging
to
the
careful
observation,
an
interesting
phenomenon
came
out.
Comparing
the
vivid
colorful
outside,
the
building
seems
a
bit
silence
and
empty
(being
seen
on
the
photos
we
took
for
3
weeks).
5

8.
Figure
5
People
and
activities
It
also
shows
that
not
every
floor
has
the
same
numbers
of
customers.
And
evening
(after
18:00)
will
has
more
people
than
daytime.
4. The Research Question
Through
the
observation
to
this
shopping
center,
it
seems
that
K11
is
not
as
vivid
as
people
think
on
the
Internet.
So
there
comes
the
question
that
why
are
there
few
people
in
K11?
What
can
K11
do
to
attract
more
customers?
5. Research Methods (With Elaborations)
The
methodologies
we
used
for
this
project
are
both
quantity
and
quality.
More
exactly,
because
of
the
question
we
study
has
a
strong
relationship
of
people’s
behavior
and
attitude,
the
methodology
we
used
are
mostly
base
on
quality.
Here
comes
to
the
3
main
methodologies
we
used
for
this
research:
Design
Synthesis-­‐AEIOU,
Comparison,
and
Interview.
5.1
Design
Synthesis
–
AEIOU
6

9. As
a
usual
method
to
manage
the
previous
data
and
gain
further
insight
on
it,
AEIOU
(activity,
environment,
information/interaction,
object,
user/people)
can
give
us
a
framework
for
the
whole
data
and
help
identify
valuable
and
interesting
remarks.
Through
the
detail
analysis
for
the
original
image
data,
we
can
easily
see
what
activity
people
do
in
each
place,
what
influences
their
feedback
and
outcome
in
the
shopping
behavior,
the
efficiency
of
the
navigation
and
information
system,
and
the
meaning
and
usability
of
objects.
Figure
7
Process
of
AEIOU
analysis
Take
one
photo
from
G/F
for
example,
which
is
taken
in
the
center
part
of
it.
People
in
the
photo
include
young
couple,
children
and
parents.
What
they
do
is
taking
photos,
chatting,
wondering
around.
There
cannot
show
any
verbal
activities
through
the
scenery
but
we
can
feel
the
emotion
through
the
non-­‐verbal
traces.
These
emotions
are
quiet,
calm
and
happy.
Acgvity Environment Informatoin Object User
• Visigng
Art
• Sound:
Music
• Conversagon
• Mall/Art
• Photo
taker
Exhibigon (Lenka-­‐show) (Shopping
Directory;
• Children
–
• Take
photos • Traffic
flow:
area/waigng
• Art
Sculpture;
visitor
• Window
Around
the
area) • Young
Couple
shopping
huge
lion
Figure
6
AEIOU
for
a
specific
photo
The
specific
image
above
could
give
us
an
intuitive
understanding
for
this
special
area,
if
we
broaden
our
view
to
the
whole
floor,
we
can
easily
find
the
common
elements
inside
AEIOU.
Multi-­‐photo
analysis
could
give
us
another
scale
to
evaluate
people
in
K11’s
behavior
and
highlights.
The
following
is
a
bigger
perspective
for
the
whole
Ground
Floor
using
AEIOU.
7

10.
Acgvity Environment Informatoin Object User
• Visigng
Art
• Sound:
Music
• Conversagon
• Mall/Art
• Photo
taker
Exhibigon (Lenka-­‐show) (Shopping
Directory;
• Children
–
• Searching • Sanitagon:
area/waigng
• Art
Sculpture;
visitor
• Take
photos Good area) Inquiry; • Customers
-­‐
• Window
• Traffic
flow:
• Floor/Wall
Buyer/
shopping
Around
the
Decoragon Watcher
huge
lion • Inquiry
people
Figure
8
AEIOU
for
G/F
We
used
3
further
steps
to
analyze
and
compare
these
data
from
AEIOU.
First
is
to
make
summary
and
get
remarks.
Secondly
is
to
analyze
the
insights.
Last
is
to
embody
the
previous
insights
into
main
problems
that
could
be
improved
and
presented
in
further
steps.
Firstly,
we
can
get
the
highlight
point
from
the
AEIOU
analysis
of
Ground
Floor,
which
shows
the
most
interesting
and
valuable
remarks
from
the
summary
and
analogy.
• Lion
is
very
popular:
huge
scale/pop
style/cute
design/friendly/near
lift&
entrance/located
in
the
center
• Most
art
sculptures
are
took
as
attractions
• Not
high
effectiveness:
information
system/inquiry(not
directly
sign
abundant)
• People
fell
down
because
of
crowd
&
art
exhibition
• Just
take
photos-­‐pay
not
too
much
attention
to
the
theme
Secondly,
based
on
the
highlight
remarks,
we
gain
the
common
inside
into
4
points.
• A1.
[Positioning]
Take
some
value
of
the
surrounding
environment
:
Hot
restaurants
near
MTR;
People
centered
on
Square.
• A2.
[Positioning]
Art
Atmosphere
is
not
connected
with
commercial
needs.
Store
style
&
products
didn’t
take
advantage
of
the
changing
theme
of
Art
• A3.
[Distribution]
Not
much
customers
are
shown
up
the
G/F.
8

11. • A4.
[Distribution]
Store
Layout
is
ambiguous:
the
mall
guide
is
colorful
and
has
a
random
distribution.
Thirdly,
we
could
figure
out
these
insights
into
two
main
categories.
• Positioning:
K11
has
an
ambiguous
positioning
for
the
combination
of
art
mall
and
shopping
mall.
• Distribution:
The
store
layout
for
K11
is
not
concentrate
and
hard
to
master
for
customers.
The
insights
belong
to
the
research
of
human’s
behavior
(AEIOU
analysis)
are
surely
play
an
important
parts
of
the
cues
to
leads
us
to
solve
the
original
problem.
Up
till
now
the
research
shows
that
it
seems
both
the
position
and
distribution
play
important
roles
to
the
shopping
mall.
However,
since
the
evidences
we
have
now
are
still
not
enough
for
coming
out
the
final
result,
more
researches
have
to
hold
with
deeper
and
precise
ways.
5.2
Comparison
between
Zhengjia
Square
(Guangzhou)
and
K11
Located
in
the
center
of
Guangzhou,
Zhengjia
Square
is
an
outstanding
shopping
mall
in
the
city.
Like
K11,
this
mall
is
also
set
a
series
of
artworks
in
between
the
shopping
area,
in
order
to
improve
the
shopping
experience
of
the
consumers.
While
K11
claimed
that
it
is
the
very
first
mall
combine
with
the
art
museum
in
the
world,
Zhengjia
also
attracts
its
consumer
by
its
art
atmosphere.
So
how
does
it
work
in
Guangzhou?
Is
it
very
popular
among
the
people,
or
it
has
a
similar
situation
with
K11?
However,
the
experience
and
fact
told
us
that
Zhengjia
Square
has
a
large
number
of
consumers
and
is
the
one
of
the
most
popular
shopping
mall
in
Guangzhou.
What
makes
the
differences
between
these
two
shopping
malls
with
artworks?
9

12. Figure
9
Contrast
with
Zhengjia
and
K11
from
Facilities
and
Display
Therefore,
we
want
to
make
a
very
brief
comparison
between
these
two
shopping
malls
in
order
to
tell
the
reasons
behind
artworks.
After
the
visiting
to
both
two
malls
for
series
times,
our
comparison
would
be
lie
on
seven
parts.
Respectively,
they
are
Location,
Concept,
Floor
Distribution,
Restaurant
Location,
Displays,
Square
and
also
Directory
System.
Here
comes
to
some
of
the
meaningful
descriptions
below:
1. Both
of
these
two
malls
have
the
similar
locate
condition.
Not
only
located
in
the
shopping
center
of
the
city,
but
also
has
a
group
of
competitors
around.
(It
means
that
both
of
them
should
have
to
find
a
brand-­‐new
way
to
win
the
consumers.)
Convenient
traffic
line
(along
the
MTR
station)
will
help
them
attract
more
people
for
visiting.
[Location]
2. Although
these
malls
are
both
use
the
artworks
for
their
shopping
environment,
Zhengjia’s
main
concept
is
about
the
theater
layout
(Improve
10

13. the
shopping
experience
of
people).
It
focuses
on
the
commercial
function
and
has
many
facilities
of
entertainment.
When
it
comes
to
K11,
however,
the
investor
of
it
seems
more
interested
in
the
influence
from
pure
fine
arts.
That
is
why
K11
wants
to
combine
“art,
humanism
and
nature”
into
its
concept
and
focuses
merely
on
“Art
Museum”
with
single
shop
style
but
no
entertainments.
[Concept]
3. Zhengjia
has
a
very
clear
distribution.
It
makes
a
very
clear
level
for
different
consumers
as
well
as
the
function.
But
K11’s
distribution
seems
in
a
total
mess.
It
has
so
many
random
distributions
that
would
cause
ambiguity
and
make
people
confuse
where
they
would
go
and
visit.
That
is
why
Zhengjia
has
a
worse
directory
system
than
K11
but
attract
more
consumers
in
fact.
Besides,
the
brands
in
Zhengjia
are
more
various
which
are
suitable
for
different
aging
and
consuming
levels
consumers,
while
K11
seems
only
prefer
a
petty-­‐bourgeoisie-­‐like
but
high
cost
style
in
it.
[Distribution
&
Directory
System]
4.
Food
is
the
main
topic
in
both
of
the
malls.
Zhengjia
likes
to
set
the
popular
restaurants
into
the
“death
corner”(which
has
less
attention
from
the
passerby),
while
K11
prefers
the
vertical
distribution.
It
makes
the
maximize
advantages
for
balance
the
people
among
the
mall
with
the
mature
consideration
in
Zhengjia.
However,
it
leads
nothing
but
only
some
special
only
foods
areas
in
K11.
[Restaurants]
5.
Based
on
the
exhibitions
they
have
held
from
references,
we
can
easily
found
that
more
commercial
and
mainstream
exhibitions
had
held
in
Zhengjia
than
K11.
Zhengjia
regard
the
artworks
as
a
tool
for
improving
the
shopping
experience
of
people
(and
the
results
actually
act
good
for
its
sales),
however,
K11
prefers
to
let
the
art
atmosphere
more
vivid
among
the
shopping
stores
and
combine
art
and
public
facilities
(chairs
and
decorations)
together.
But
people
are
always
considering
more
on
the
goods
they
want
to
buy
but
the
artworks
around
them
during
shopping
time.
As
a
result,
K11
has
a
more
mature
structure
of
the
art
exhibitions
although
11

14. Zhengjia’s
exhibitions
have
more
influences.
Due
to
the
all
facts
we've
got
from
the
comparison
between
Zhengjia
Square
and
K11
above,
there
is
no
doubt
that
we
can
finally
come
out
the
findings
from
this
part
of
research
easily.
There
included
the
rules
below:
C1.Both
malls
have
the
similar
situation
(located
in
the
shopping
center).
But
Zhengjia
concentrates
on
the
shopping
experience
while
K11
spends
a
large
amount
of
money
on
artworks.
C2.Although
it
has
a
well-­‐designed
directory
system,
K11’s
distribution
is
really
dis-­‐mature
and
easily
to
make
people
confused.
(Lack
of
thinking
on
the
distribution)
C3.
Zhengjia
seems
cleverer
to
use
the
restaurants
in
attracting
people
while
K11’s
restaurants
are
concentrated
in
one
part
of
each
floor.
C4.
Zhengjia’s
theme
is
“shopping”,
all
the
exhibitions
and
artworks
in
it
are
the
innovative
way
to
improve
the
shopping
experience.
People
cannot
tell
clearly
whether
K11
is
a
museum
with
stores
or
shopping
mall
with
art.
(Cannot
tell
the
positioning.)
The
insights
from
this
part
of
research
are
also
available
in
identifying
the
characteristic
of
K11.
From
the
insights
we
can
find
out
that
both
K11’s
concept
and
its
performances
are
not
so
mature
and
suitable
for
the
reality.
It
has
a
lot
of
space
to
improve
its
shopping
distribution
as
well
as
the
orientation
of
the
shopping
mall.
5.3
Interview
Our
interview
research
is
based
on
the
conversations
of
everyday
life.
Although
the
research
interview
may
not
lead
to
objective
information,
it
captures
many
of
the
customers’
views
on
something.
That’s
why
the
basic
subject
matter
is
not,
as
in
qualitative
research,
object
data,
but
consists
of
meaningful
relations
to
be
interpreted.
12

15. Figure
10
Interviews
with
customers
in
different
floor
A
qualitative
approach
to
this
research
was
to
explore
customers’
experiences
and
attitudes
towards
this
art
shopping
mall.
Data
was
collected
through
the
questions
listed
above.
The
purpose
of
this
qualitative
study
is
describing
the
customers’
experiences
and
views
of
the
emotion
flow
and
shopping
experiences
in
K11.
The
research
was
not
aimed
at
achieving
a
representative
sample
in
order
to
generalize
statistical
relationships
to
the
broader
population
of
all
the
customers.
Eight
people
in
different
age
ranges
were
interviewed
face
to
face
in
different
places
in
October,
2011.The
interviewed
people
were
chosen
for
several
reasons:
1. It
was
important
for
the
review
to
include
the
perspectives
of
people
who
have
not
engaged
with
the
formal
customers
experience
when
they
have
to
give
feedback
about
the
feelings
towards
K11;
2. It
was
considered
that
customers
in
an
elder
age
were
less
likely
than
the
younger
aged
respond
to
the
question
we
prepared.
3. Notes
or
graphic
recordings
were
made
at
interviews.
The
notes
and
transcripts
from
the
interviews
were
coded
against
the
research
questions
in
the
Discussion
Document
(presented
in
Appendix).
Findings
for
any
one
person
or
group
were
compared
against
those
of
the
entire
data
set.
After
we
got
the
interview
data,
the
first
step
is
to
do
the
general
data
statistics.
The
sample
of
the
participants
during
the
research
responded
to
questions
with
a
range
of
size
and
sector
characteristics,
and
the
interview
happened
or
conducted
in
13

16. different
places.
So
our
design
research
team
in
this
very
first
stage
did
a
statistical
analysis
of
the
basic
data,
similar
grouped
together,
while
highlight
and
listed
difference
aside.
Here
takes
some
example
for
explaining
the
steps:
In
the
first
stage
-­‐
data
statistics
reflected
customers’
general
Idea
towards
K11:
All
the
8
participants
have
been
to
K11
before.
3/8
said
they
often
went
to
K11
for
shopping
or
paying
a
visit
2/8
said
K11
would
be
their
1st
choice
when
they
want
to
do
shopping
5/8
said
usually
they
prefer
to
use
MTR
as
the
main
transportation
to
go
to
K11
According
to
our
general
statistics,
those
four
participants
[A
B
C
D]
are
in
the
range
of
age
twenty,
those
young
people
focus
more
on
the
goods
that
sales
in
K11.Those
two
participants
[E
F]
are
mid-­‐aged
person
they
pay
more
attention
on
the
surroundings
and
environment.
They
mentioned
about
underground
floor
have
more
unique
stores,
they
prefer
to
pay
more
attention
on
the
goods’
value
and
class.
There
is
also
one
elderly
came
to
join
our
interview
research
[H]
that
is
in
his
sixty.
This
elderly
said
after
his
retirement
he
had
more
time
than
any
other
kind
of
age
group
of
person,
and
most
of
time
he
want
to
spend
his
spare
time
on
eating
and
how
to
kill
so
much
leisure
time.
He
also
mentioned
it
was
a
little
bit
luxurious
to
eat
in
K11
in
a
frequent
times
but
the
food
there
is
much
better
than
other
place,
he
thought
it
deserve
the
high
price.
In
the
second
stage
–
data
processing
we
began
to
analysis
the
in-­‐depth
meaning
behind
people's
behavior.
Due
to
the
despondence
from
the
interview,
there
is
an
obviously
trend
that
people
prefer
to
describe
K11
through
two
different
aspects,
one
is
for
the
goods
another
is
for
the
environment:
For
the
goods
aspect:
Most
people
thought
the
price
of
the
goods
in
K11
was
a
little
bit
expensive.
And
the
brand
for
all
those
goods
was
not
so
attractive
for
people
in
different
age.
Some
of
the
customers
thought
the
reason
for
those
stores
in
underground
floors
can
appeal
more
people
was
due
to
the
its
difference
and
unique
brand.
Stores
in
upper
14

17. floors
most
were
chain
stores,
and
lack
of
new
ideas.
What’s
more,
some
restaurants
in
underground
floors
also
attract
more
people.
K11
used
to
spread
out
the
goods
into
different
floors.
It
caused
a
problem
that
people
need
to
go
each
different
floor
to
search
for
the
goods
they
really
want
to
see.
This
caused
an
inconvenient
feeling
to
all
the
customers.
For
the
environment
aspect:
Compared
with
the
other
shopping
mall
K11
had
fewer
flow
of
people.
Most
of
people
reflected
that
k11
did
appear
them
at
the
very
first
time,
but
they
may
not
take
K11
into
their
number
one
shopping
place
consideration.
The
arts
and
exhibitions
in
the
mall
made
people
feel
more
like
a
kind
of
catalyst
for
the
whole
shopping
experience,
which
means
people
consider
these
arts
as
a
nice
background.
Restaurant
there
was
another
important
element
for
people
to
stay
in
the
underground
for
a
longer
time
and
create
a
lively
atmosphere
there.
People
Needs
and
Wants:
Different
people
in
different
ages
focus
on
different
things.
Based
on
the
analysis
results
the
younger
customers
talked
about
goods
more
than
any
other
age
groups
and
they
are
willing
to
go
upstairs
for
a
further
exploration.
For
middle
aged
customers
they
paid
more
attention
on
environment,
they
care
more
about
values
and
products’
class,
especially,
for
woman
pay
more
attention
on
search
for
unique
goods.
For
elderly
they
have
more
spare
time
than
any
other
age
groups,
in
order
to
kill
time,
they
willing
to
pay
more
money
on
eating
and
shopping.
Here
is
the
finding
from
the
interview:
I1.
Three
confusing
elements
exist
here
and
need
to
reach
a
new
balance.
There
is
a
practical
problem
here,
because
nearly
all
of
our
participants
are
confused,
so
our
design
research
team
also
get
confused.
That
is
how
to
balance
the
customers
‘needs
and
wants
through
a
suitable
way
to
combine
the
floors
distribution
and
goods
or
brand
distribution
together
at
the
same
time?
It
can
be
considered
as
a
meaningful
approaches
leads
to
solve
customer
flow
problem.
I2.
Problems
are
the
focus
point,
should
be
an
‘Art
mall’
or
a
‘shopping
mall’?
15

18.
This
makes
the
distinction
really
hard.
Each
problem
has
sub-­‐problems.
From
the
interview
data,
if
insist
start
with
the
‘Art
Mall’
concept,
the
attitude
from
people
view
art
works
and
exhibitions
are
good,
but
people
treat
them
as
a
catalyst
or
a
background.
On
the
other
hand,
if
start
from
the
concept
‘Shopping
Mall’,
then
the
shopping
characteristic
is
not
clear,
because
most
of
the
customers
only
stay
at
G,
B1
and
B2
Floors.
It
also
needs
a
new
prompting
strategy
to
help
re-­‐organize
the
customer
flow.
6. Insight
-­‐
Patrons
can’t
be
attracted
by
most
shops
and
feel
less
brand
connection
because
the
taste
and
style
of
these
shops
are
somehow
limited.
-­‐
The
main
art
exhibition
area
is
too
remote
in
B2/F,
which
is
hardly
to
give
patrons
an
instant
or
impressive
meaning
for
the
art
theme.
Besides,
considering
the
necessary
of
separating
the
displayed
artworks
in
a
shopping
mall,
it
won’t
make
any
sense
to
the
patrons
about
the
whole
impression
of
the
art
elements.
That
is
why
people
always
say
K11
has
a
good
job
for
art
displays
but
pay
no
powerful
attention
on
the
whole
exhibitions.
-­‐Well-­‐developed
of
the
traffic
line
has
not
made
the
fully
contribution
to
the
shopping
mall
because
of
the
weakening
of
the
building
entrance.
Although
K11
located
in
a
hot
place
to
attract
citizens
and
tourists,
the
channels
toward
the
shopping
mall
are
too
normal
to
be
noticed.
TST
area
is
too
flourished
to
get
concentrate
on
one
point.
Without
a
precise
consideration
of
the
entrance,
K11
would
let
go
the
visitors
outside
the
square.
-­‐
Patrons
can’t
see
a
common
style
or
unique
feature
on
each
floor,
because
the
store
distribution
of
K11
is
not
concentrated.
Similar
kinds
of
fashion
stores
or
restaurants
can
be
approached
in
random
position
from
each
floor,
as
a
result,
patrons
will
spend
more
energy
on
contrasting
similar
products
and
enjoy
shopping
behavior.
That’s
also
the
reason
why
B2/F
and
B1/F
have
more
popularity,
because
it
16

19. has
a
more
clear
distribution
for
restaurants
and
cosmetics.
Figure
11
Insights
List
From
Previous
Analysis
7. Opportunity &Concept
K11’s
positioning
is
to
become
“The
World’s
First
Art
Mall”,
and
tries
to
blend
three
core
values
of
Art
–
People
–
Nature.
Deeply
rooted
in
urban
multicultural
lifestyle,
the
K11
brand
brings
unique
experience
to
the
public.
Through
our
whole
research
and
analysis,
we
can
see
the
whole
shopping
mall
put
much
effort
on
how
to
merge
more
art
elements
into
the
whole
environment.
They
build
an
intensive
impressive
and
popular
artistic
square
outside
the
mall,
post
each
glass
inside
the
mall
with
abundant
and
colorful
posters
and
illustrations.
Art
theme
has
been
changed
every
two
or
three
months,
and
there
will
be
held
numerous
kinds
of
activities
including
food
festival,
musical
concert,
street
graffiti
show
and
even
Paris
fashion
show.
They
want
to
attract
not
only
young
and
modern
people,
but
focus
on
the
all
kinds
of
citizens
and
tourists
that
have
interests
in
art.
Previous
research
shows
the
basic
problem
for
K11
is
even
they
set
an
interesting
goal,
the
customers
or
audience
do
not
aware
this
intention
and
appreciate
these
art
exhibitions.
What
we
learn
from
the
whole
observation,
interview,
photo
taking
and
further
analysis
is
an
effective
approach
to
figure
the
reason
out
and
more
important
to
find
the
inner
problem
and
insight.
From
the
summary
of
insights,
we
find
K11
can
be
improved
in
some
specific
directions,
like
to
integrate
and
concentrate
shopping
area
based
on
style
or
combine
the
art
atmosphere
more
into
the
commercial
goods
and
advertisements.
17

20.
7.1
Take
full
advantage
of
art
atmosphere
to
satisfy
commercial
needs
Like
ZhengJia
Square
in
Guangzhou
or
798-­‐art
zone
in
Beijing,
many
successful
shopping
mall
take
full
advantage
of
the
art
atmosphere
or
exhibitions.
They
set
special
artworks
display
area
and
strongly
related
product
area.
The
art
exhibition
may
be
an
attraction
for
people
to
enjoy
the
travel
or
have
emotional
relax,
but
the
popularity
can
lead
people
go
to
the
related
product
area
which
can
produce
more
profits
and
commercial
values.
People
like
to
enjoy
the
atmosphere
and
spend
money
on
approachable
products
to
show
their
interests
for
art
and
satisfy
themselves.
Therefore,
for
K11,
it
is
important
to
give
art
atmosphere
a
commercial
attribute
to
the
whole
mall.
7.2
Proper
distribution
to
attract
more
customers
Most
people
have
shopping
experience
in
K11
before
will
feel
a
little
confused
about
the
store
distribution.
People
will
waste
some
energy
on
the
round
trip
to
contrast
the
same
kind
of
clothes
and
products
because
they
have
a
random
layout
in
the
whole
mall.
7.3
Build
more
effective
navigation
system
The
navigation
system
in
K11
can
be
approached
every
floor.
There
are
electronic
kiosk,
navigation
poster,
restaurant
map
and
manual
inquiry.
But
from
the
previous
research,
K11
should
focus
on
the
usability
for
the
navigation
system.
If
people
want
to
find
the
target
restaurant,
K11
shall
provide
a
clear
position
and
navigation
on
the
map.
Actually,
the
effective
navigation
system
can
be
a
good
assistant
for
customers
to
get
acknowledge
of
K11’s
idea.
7.4
Try
to
take
value
of
the
square
popularity
to
attract
more
people
The
advantage
of
K11’s
space
value
is
mainly
from
MRT
transportation
and
18

21. square
outside.
From
the
interview,
working-­‐class
people
will
pass-­‐by
this
area
and
they
would
like
to
meet
with
friends
in
restaurant
and
cafe
nearby.
Take
value
of
the
square
can
increase
popularity
a
lot
for
K11.
7.5
Concept
In
detail,
we
can
contribute
the
opportunity
into
one
concept:
Mergence.
Merge
the
art
exhibitions,
sculptures,
theme
and
atmosphere
into
the
commercial
needs.
K11
can
have
a
more
clear
strategy.
The
strategy
is
to
expand
the
art
theme
into
the
design
stores
and
design
products.
They
should
not
only
blend
art,
people
and
nature,
but
also
combine
people’s
desire
for
consumption
with
the
need
for
satisfying
their
artistic
cells.
We
can
improve
using
a
clearer
layout
and
map,
take
more
from
the
square
and
art
atmosphere.
These
are
the
nature
meaning
of
Mergence.
8. Conclusion
A
clear
and
steady
position
will
give
energy
to
the
environment
and
local
culture.
We
believe
K11
can
benefit
from
the
improvement
of
these
points.
And
most
of
all,
it
can
help
enjoy
the
special
positioning
combining
art
and
commercial.
From
the
very
beginning,
we
feel
confused
about
the
actual
meaning
of
K11’s
logo,
finally,
we
find
it
after
a
deeper
understanding
of
these
insights.
There
are
38
round
dots
in
the
logo.
As
3
plus
8
equals
11,
the
logo
shows
the
nature
meaning
of
K11
is
to
merge
local
traditional
culture
into
the
art
atmosphere
and
commercial
activities.
Therefore,
what
we
proposed
is
to
take
advantage
of
the
unique
value.
We
learned
a
lot
from
the
research
and
analysis
process
and
strengthened
our
observation,
interview,
shadowing,
and
data
management
skills.
We
experienced
some
vague
research
directions
and
lost
in
some
minor
findings.
Thanks
for
the
guide
and
instructions
from
our
tutor,
these
obstacles
give
us
more
insights
and
ideas
to
make
further
research.
19

22.
9. Reference
[1]
百度文庫.
“廣州正佳廣場開發策略解析”.
http://wenku.baidu.com/view/30cf293e0912a216147929ae.html
[2]
New
world
development,
“Development
meaning
of
K11
Hong
Kong
New
World
”
[3]
K11.
“K11
shopping
directory,
K11
art
directory”
[4]
K11
official
website.
“http://www.k11concepts.com/en/”
[5]
Wikipedia,
“K11
(shopping
center)”.
http://en.wikipedia.org/wiki/K11_(shopping_centre)
20