Executive vice-chairman and joint general manager of New World Development Company Limited, founder of K11 and K11 Art Foundation, and executive director of Chow Tai Fook Jewellery Group, Adrian Cheng is a business entrepreneur and wellknown art patron. He weaved the new brand The Artisanal Movement into New World Group, which integrated a touch of artistry into its products and services.
Having graduated from Harvard University with a Bachelor of Arts (Cum Laude) honours degree in East Asian Studies, Adrian Cheng joined New World Group since 2006 with the belief that everyone is an artisan who possesses the ability to appreciate art, design, architecture and every fine detail that elevates life. He introduced the concept into the family business empire by initiating The Artisanal Movement, which becomes the aspiration and driving force to the group’s vision–We Create, We are Artisans.
Cheng was appointed as the joint general manager of New World Development in March 2012, and later appointed as the executive vice chairman and joint general manager in April 2015. He oversees the group’s daily operations and has revamped the brand by introducing and implementing new strategies, policies and corporate culture.
He has successfully created a new hybrid model combining art and commerce through the introduction of K11—a new museum retail concept with high-end lifestyle art malls, offices and residences. These flagship K11 Art Malls were launched in Hong Kong and Shanghai in December 2009 and June 2013. Cheng intends to develop this innovative concept in eight cities across China, including Guangzhou, Beijing, Shenyang, Wuhan, Tianjin, Ningbo, etc. By 2021, 16 K11 projects will be created, providing a total gross floor area of 1.4 million square metres.
He also founded the K11 Art Foundation—the first registered non-profit organisation in China—to groom emerging contemporary Chinese artists and curators, as well as to promote public art education. It provides art education for the public through different forms and channels, including exhibitions, artist seminars, forums, K11 Art Village that started in 2010, etc.
What is your comment on Hong Kong’s property development compared to the rest of the Asian countries?
As a densely packed city, most development projects are characterised by functionality. In addition to these functional structures, I would like to infuse a sense of aesthetics and design. The Artisanal Movement is all about bespoke craftsmanship—where contemporary meets heritage—we strive to break boundaries with respect to creativity, design and efficiency against a backdrop of highly stringent rules and regulations. We aim to deliver all of our development projects with tailor-made designs and services. My team of artisans and I travel the world to introduce Hong Kong’s finely crafted workmanship, heritage pieces and rare collectables. Every art piece is hand-picked, as well as imbued with humanity and personal experience.
I believe that everyone is able to apply the spirit of an artisan into their daily lives, which is also true for our development projects as well. For example, The Pavilia Hill is the first and one of a kind project under The Artisanal Movement, in which we introduced the concept of a Zen garden–a traditional landscaped space; and wabi-sabi–a Japanese philosophical aesthetic. Both allow residents to enjoy pure tranquillity within the heart of the city.
Can you tell us about a significant accomplishment or project that you regard as notable?
The Pavilia Hill—also known as the pavilion-like villa on the hill—is the first large-scale residential project on Hong Kong Island that truly reflects the concept of The Artisanal Movement. It is also the first development in Hong Kong to embrace the Japanese wabi-sabi design aesthetic. Two internationally renowned designers, Shunmyo Masuno and Koichiro Ikebuchi curated this project together, which is part of the city yet surrounded by verdant nature. Shunmyo Masuno is not only the architect in charge of the landscape design, but also the 18th generation head priest of Kenkohji Temple and a professor at the Tama Art University in Japan.
The Pavilia Hill blends seamlessly into the surrounding hillside and boasts sublime Zen garden, highlighting the natural beauty of the area. It fuses the Japanese aesthetic of wabi-sabi with the architectural design of a Japanese spa resort, emphasising the inherent beauty of imperfection, impermanence and incompletion.
The Pavilia Hill is a representative of the quiet Japanese Zen concept and wabi-sabi aesthetic. It provides a serene living among the surrounding environment, and demonstrates refined craftsmanship through the placement of selected stones and natural materials. Upon entering The Pavilia Hill, residents are greeted by a water wall and a Japanese black pine tree to invigorate the soul and mind. Natural materials and textures were used in the clubhouse to highlight their original beauty.
You have launched The Artisanal Movement that signifies contemporary living culture and peculiar craftsmanship. Eight Kwai Fong is one of the demonstrations of The Artisanal Movement. Can you share the concept of this development?
Eight Kwai Fong is a fully furnished, high-end hippy apartment with a large collection of artworks and lifestyle accoutrements. We are determined to offer comprehensive services that no other serviced apartments can match. Our one-stop service experience, Elite Services, is the ideal solution to pamper our customers, tenants and residents around the clock. Each team member is trained to understand customers’ preferences in order to meet individual needs in a professional and efficient manner.
We also paid special attention to create a communal space for the COBO community. It comprises a hobby and collection room, embellished with numerous artisanal artefacts collected by my artisan team and I around the globe. All the art pieces have been hand-picked for the community in this development, including a limited edition 1960s designed refurbished radio-phonograph. Eight Kwai Fong presents the noble charm of a European mansion tucked away in a secluded Kwai Fong street, and echoes the peaceful Happy Valley neighbourhood with its subtle and elegant historic limestone façade.
By integrating arts into architecture, what are the challenges faced when combining the concept of The Artisanal Movement into the design of buildings?
The adherence of the finest craftsmanship and bespoke design costs significantly more resources and effort to understand customer and community’s needs, such 36 IN THE SPOTLIGHT Interior of Eight Kwai Fong Exterior view of The Pavilia Hill as identifying international designers, tailoring a specific culture to each project and nurturing the stories that are meant to inspire further. However, we see our buildings beyond bricks and mortar. These designers are living legends that seek to preserve the buildings’ profound heritage and elevate the surrounding neighbourhood, making the creation process challenging, meaningful and enduring. We are dedicated to create an artisanal living experience in which residents can assume a lifestyle in harmony with the community.
Recently, there are more discussions on the concept of social/public space. Not only does it serve as a place for people to enjoy public life, but urban development can also be balanced at the same time. Are you satisfied with the sufficiency of social/public space provided? Or how do you see the importance of ‘community’ in the development of construction projects?
All the buildings and projects that we design and construct are aimed at creating communities. For example, public sculpture parks have become symbols of cultural status, urban development and quality living. For this reason, we embedded the Sculpture Park idea into our residential project— Mount Pavilia in Clearwater Bay—which established an artistic community platform close to art enthusiasts’ homes. The unparalleled unique ambience created by sculpture parks offers personalised living experiences of selfdiscovery and expands one’s imagination.
We have also transformed a shopping mall into a public space and a special art community zone in our K11 project, which blends three core values—art, people and nature—to create a space that collects, connects and collides ideas and concepts. The museum retail concept curates a unique space and an inspiring shopping experience for millennials. The integration of natural space and local culture helps to enhance communication between local artists and the public, fostering greater development of local art.
In 2016, Hong Kong property prices has been going through some adjustments. What is your outlook for the general property market in the coming two to three years? Can you introduce New World’s upcoming projects?
We are optimistic about the Hong Kong property market. With stable housing demand from self-use buyers, the market remains on track and healthy.
One of New World’s upcoming projects is Mount Pavilia in Clearwater Bay. The project comprises 680 units, the majority of which are three and four bedroom units, with a private hiking trail for residents to embrace nature, and make sustainable eco-living concepts a reality. A Sculpture Park curated by Adrian Cheng was incorporated into the residential living area, featuring four sculptures created by international artists. There is also the Kids Garden— created by Carve—to provide a fun play environment to stimulate children’s imagination. This project aims to foster an artisanal community neighbourhood by exhibiting different kinds of art and craftworks in a two-storey art space— the White Yard Gallery—spanned over 5,000 square feet and designed by renowned Korean architect Minsuk Cho.
Artisan House is the third residential project of the Artisanal Bohemian Collection to celebrate the spirit of urban bohemians who are passionate about history, art and culture, as well as architecture. This project comprises 250 units, ranging from studios to two-bedroom units. Located next to Sai Ying Pun MTR station, this development connects seamlessly with the Central Business District, PMQ, SoHo, and Lan Kwai Fong on Hong Kong Island.
Another project is The Pavilia Bay of The Pavilia Collection. This large-scale residential project is located in Tsuen Wan on the waterfront near the Tsuen Wan West MTR station, and offers 983 residential units ranging from studios to four-bedroom flats.