While COVID-19 may have caused a surge in online shopping, the luxury market is constantly reinventing and innovating the in-store experience to remain relevant. One example is BELOWGROUND, Hongkong Land’s latest experience-led retail initiative, combining luxury, fashion, culture, and art in a 6,000 square-foot space.
With a mission to “break the boundaries of contemporary retail”, this new concept at the basement of Landmark Atrium features a rotating curation of brands that will entice any fashion lover. From streetwear, eyewear, watches and gadgets to shoes, furniture, plus art and antiques, here are a few of the brands and stores in the inaugural mix to check out:
你好 / Hello sacai
Shop exclusive items from sacai’s Holiday Capsule Collection and collaborations – all re-imagined by designer Chitose Abe. Expect to see brands like Nike, Fragment Design, Canada Goose, A.P.C., Astier de Villatte, CASETiFY, TOMO KOIZUMI, and more.
See also: Nihao/Hello Sacai pop-up lands in Hong Kong this December
Perrotin Store
For art lovers, Parisian art gallery Galerie Perrotin presents a selection of books, objects, and editions from world-renowned artists such as Takashi Murakami, JR, Barry McGee, Eddie Martinez, Izumi Kato, and Madsaki in their first-ever Perrotin Store.
HYBP/FRGMT – STATIONERIES
Expect the unexpected as Hypebeast and Fragment Design join hands to create an immersive brand experience featuring a highly curated selection of stationeries, daily necessities, office essentials, home accessories, and apparel.
La Marqueta
New York marketplace La Marqueta brings its Awake NY FW20 collection to the destination retail space alongside vintage pieces by Hong Kong-based Asterisk highlighting coveted fashion items and collectibles.
FM Belowground
Stay tuned to FM BELOWGROUND powered by Yeti Out, with a full programme including a 24-hour radio streaming focusing on local artistry launching in 2021.
See also: DJ Arthur Bray on the underground club scene in Hong Kong
Rollin
A F&B concept created by Francesco Lee, Rollin’s fusion offerings include a kimbap-burrito and mortadella sandwich with a twist—seamlessly echoed with in-store fashion items such as T-shirts, hoodies and caps.
Michael Lau
“Godfather of Toy Figures” Michael Lau displays two sculptural pieces: ‘Infinity Pool’ window and ‘Image 3’ – a must-see for art collectors and fans alike.
Belowground, Basement, Landmark Atrium, 15 Queen’s Road Central, Hong Kong, @belowground.hk, open Monday to Sunday from 11am-8pm