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Research & Analysis Report for Hong Kong  Art Shopping Mall- K11
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Research & Analysis Report for Hong Kong Art Shopping Mall- K11

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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. ...

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.

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Research & Analysis Report for Hong Kong  Art Shopping Mall- K11 Research & Analysis Report for Hong Kong Art Shopping Mall- K11 Document Transcript

  • 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    
  • 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    
  • 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    
  • 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    
  •   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    
  • 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    
  •   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    
  • 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    
  •     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    
  • • 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    
  • 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    
  • 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    
  • Zhengjia’s  exhibitions  have  more  influences.   Due  to  the  all  facts  weve  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    
  • 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    
  • 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  peoples  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    
  • 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    
  •         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    
  • 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    
  •  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    
  • 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    
  •    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