HK to target art-minded millenials and Gen Z-ers

As such, he's going after big prizes to win the hearts, minds and wallets of the next generation in the hope of offering up new cultural capital for consumers. From November 12 to 17, K11 Musea will host the Festival de Cannes Film Week, which will include six films from the 2019 festival, along with guest appearances from industry professionals, directors and actors via a series of Q&As and masterclasses. "This is an important milestone for K11 Musea as we look to develop an ongoing programme of innovative cultural events for our international audience," says Cheng of the French Riviera film centre's Asian debut in Hong Kong.

The cross-cultural exercise has long been an ambition of the Festival de Cannes organisers. "There is no better place to extend this experience than Hong Kong, which has seen the origins of so many great filmmakers who have come to show their films in Cannes," say Pierre Lescure and Thierry Frémaux, the president and the general delegate of the Festival de Cannes, respectively.

Cheng has also put in a cinema to accommodate those French Riviera ambitions. The new UA flagship cinema K11 Art House is a multifunctional space for interactive performances of all sorts. With 12 theaters and a total of 1,708 seats, K11 Art House has advanced projection and sound systems, an IMAX laser projection system, stage facilities, intelligent self-service and a disabilities-inclusive environment, as well as a "six-star" VIP theater that offers personalised customer experiences via a team of professionals. K11 Art House will be one of the city's largest cinemas, both in size and ambition.