ROLEX

K11 MUSEA

HONG KONG

by CURIOSITY

Step into the enchanting space of K11 Musea in Hong Kong.

Inspired by “A Muse by the Sea”, a concept beautifully captured in the name Musea, the store was designed by CURIOSITY (GWENAEL NICOLAS) to serve as a profound source of creativity and wonder, featuring an aquatic theme.

This new Rolex store offers a striking visual experience. The design suggests an exploration of the deep sea. Unlike the upper floors, its tri-circular layout serves as a sculptural focal point, drawing the eye — and the visitor — downward. The surrounding walls wrap the space with a dynamic interpretation of Rolex’s signature fluted bezel pattern. This lively visual effect engages the viewer’s senses, immersing them into a world that is both mysterious and unmistakably iconic.

The store consists of three circular sales areas and a private salon, all of which fully embody the immersive Rolex experience. Each area features an iconic deep green stone floor, complemented by bronze louvers and bezels visible from inside through the crafted glass wall.

The section dedicated to the timepieces is enclosed by a circular wall, creating a mysterious and captivating sight that catches the attention of visitors even from the upper floors and escalators. Customers are invited to stroll through the space, as if swimming through the depths of the sea to discover its hidden treasures.

The ceiling light, suspended above the sales areas, serves as more than just a source of illumination. It is a thoughtfully designed element of the store’s architecture, adding a sense of mystery from above.

CURIOSITY presents a new interpretation on this remarkable boutique project for ROLEX at K11 Musea.

About K11 MUSEA

Hong Kong’s “Silicon Valley of Culture”, K11 MUSEA is a revolutionary cultural-retail destination that offers a unique blend of cutting-edge design and a celebration of the arts. This combination creates a truly immersive experience tailored to today’s rapidly evolving customers.

The result of collaboration among more than 100 acclaimed local and international artists, architects, designers, and environmentalists, K11 MUSEA is a distinctive space that fosters community and cross-cultural dialogue. It brings together creativity, culture, and innovation in a vibrant kaleidoscope of inspiration.

Text by: Mário de Castro
Photos: Kris Provoost

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www.k11musea.com