Hong Kong’s leading luxury brand management and distribution company, LUXBA Group, has been connecting fashion-forward clients with prestigious brands since its founding in 2007 by Adrian Cheng.

Along with LUXBA Group, Cheng also founded K11 MUSEA – an immersive retail concept shopping center in Hong Kong that’s been referred to as the “Silicon Valley of Culture.”

As Managing Director, Hoffman Wu has played a key role in moving LUXBA and K11 forward for over six years. Wu brings 30 years of experience in retail, brand management, sales, and store operations in Asia Pacific.

We caught up with Wu to discuss LUXBA, K11 MUSEA, and innovating the retail environment.

Can you tell us a bit about your responsibilities in your role at K11/LUXBA?

My main duty is to handle the due diligence and explore partners’ potential to take part as one of the major players in the China market. We aim to incubate talented designers through collaborations with partners from around the world. I am also responsible for overseeing the performance and operations of all brands in the China market, such as Sergio Rossi, Moschino, and Dsquared2, and connect them with brands around the world to explore opportunities for collaboration.

How do you perceive fashion to be a part Cheng’s retail revolution? 

K11 MUSEA harbors fashion and other cultural elements such as contemporary art, design, gastronomy, architecture, performing art, everything. Every culture is intertwined and crucial. By putting culture and creativity at the heart, every single project uses the power of business to give back to society. We aim to create shared value not only for our shareholders but all stakeholders in the communities we serve, in order to create an impact to the world.

How do you suggest brands evolve as technology becomes more integrated into retail? 

I think digital experience cannot be detached from brick-and-mortar. The two elements should seamlessly combine to enhance consumers’ lifestyle experience. Our consumers are evolving all the time. We have to listen and really understand their needs.

When you purchase or sign up for something at K11 MUSEA, for example, our loyalty program allows us to better understand your own preference and what kind of product excites you most. With enough samples, we can sufficiently draw correlations that will shape how we curate our brick and mortar spaces in the future.

K11 MUSEA has become a destination for both global and local citizens in Hong Kong. How do you satisfy the widely varying consumer segments? 

K11 MUSEA is our flagship retail project that provides a space to inspire people to find their own ‘muse.’ On top of the experiential retail brands, it also features engaging cultural events, performances, tours and courses for consumers and communities to come together to experience, learn and form a new generation of change-makers.

Could you share insight for brands that are looking to evolve into more innovative retail environments such K11 MUSEA? 

Our K11 Future Taskforce found that 80 percent of millennials want the story behind the products. They are looking for cultural dialogue and want to enrich their daily lives through self-investment and discovery. Brands have to go beyond the transaction.

To learn more about K11 MUSEA, visit https://www.k11musea.com/