Adrian Cheng values beauty and quality: not only is he the executive director of Chow Tai Fook Jewelry Group Ltd., but he is also the creator of K11, an art and commerce project that displays and sells contemporary art along with luxury and fashion brands in what he calls a “holistic environment.”
In 2009, Cheng opened the first K11 art mall in Hong Kong, and now another is slated for Huaihai Road – Shanghai’s answer to Bond Street — next year.
It’s only fitting, then, that Cheng recently visited London to court the finest British labels for his new venture, including Vivienne Westwood and Burberry. He also welcomes talks with representatives from the Royal Academy of Arts, Tate, and Central Saint Martins regarding proposed partnerships.
In the offing is a trip to Paris with 20 of Chow Tai Fook’s biggest spenders to open a pop-up K11 location for Paris Fashion Week next March. Customers who have spent at least $160,000 on a single piece of Chow Tai Fook jewelry will be on hand to watch Cheng orchestrate art shows, performance artists, and fashion designers.
Cheng plans to open fourteen K11 spaces in ten Chinese cities over the next five to seven years. He is also toying with the idea of opening an outlet for his jewelry company in Paris and London. “We’re open to the idea, and stores here would help both with brand building and sales. It’s just a question of finding the right locations. In Paris, we would have to be in Place Vendôme or on Rue St. Honoré, and in London it would have to be Bond Street,” he said.