Community, Brand, and Place are the core principles that define BELOWGROUND, a new retail and lifestyle concept conceived by HongKong Land to enable brands to express themselves in an environment that will break down boundaries and tell new stories.
BELOWGROUND is a hybrid cultural and retail destination that serves as a bridge to ‘connect’ luxury retail with contemporary culture. By bringing together forward-looking brands, retailers, and creative collaborators, BELOWGROUND aims to shape a future in which no boundaries exist between luxury, fashion, culture and art. With the intention of being a thriving cultural ecosystem, BELOWGROUND will continually have a curated roster of various retail concepts and experiences. Debuting in December 2020, the inaugural program includes ‘residencies’ from the following:
你好 / Hello sacai
A pop up tour which started in Paris in 2019 called “Bonjour sacai” makes its in final stop in 2020 in Hong Kong with “你好 / Hello sacai” showcasing the world of sacai with special items from its new Holiday Capsule Collection and collaborations from brands such as Nike, Fragment Design, Canada Goose, A.P.C., Astier de Villatte, CASETiFY, TOMO KOIZUMI, and more. All the items are a unique mix of multiform products re-imagined by designer Chitose Abe.
A mainstay in the global art scene, Galerie Perrotin, for the first time in Hong Kong, has created a dedicated Perrotin Store to coincide with the opening of BELOWGROUND. It will feature a selection of books, objects, and editions from artists such as Takashi Murakami, JR, Barry McGee, Eddie Martinez, Izumi Kato, Madsaki and more.
HYBP/FRGMT – STATIONERIES
Presented as an immersive warehouse shopping experience, Hypebeast and Fragment Design come together to create a highly curated selection of stationeries, daily necessities, office essentials, home accessories, and apparel including NANGA sleeping bags, Victorinox Swiss Army Knives, Ramidus soft goods (tote bags, card cases), storage options from THOR, FireKing mugs, Uni Drawing Pencils, Pilot Frixion Ball 3 Pens, packing tapes, umbrellas, fleece blankets, iPhone cases, coach jackets, hoodies and tees.
Originating from the Heart of New York City’s Spanish Harlem, La Marqueta is a cultural hub that unites communities, and has continually been a source of inspiration for Awake NY. From Nueva York to Hong Kong, La Marqueta has been re-imagined at BELOWGROUND bridging retail and cultural boundaries, showcasing the Awake NY FW20 collection alongside a curation of specialty vintage pieces by Asterisk, a Hong Kong based purveyor of hard-to-find items including apparel, sneakers, toys, and collectibles.
Pivoted by unique sounds and stories, FM BELOWGROUND connects creative communities and crosses boundaries through airwaves. Powered by music collective Yeti Out, the studio is equipped with recording facilities designed to highlight local artistry. Stay tuned for upcoming new music programming, events and interviews from The Soundbox. Full programming including 24 hours radio streaming will launch in 2021, broadcasting audio variety from a Hong Kong basement to the world!
The motto “Keep the ball rolling” was the starting point for ‘Rollin’, a unique F&B concept made specifically for BELOWGROUND. Helmed by Francesco Lee, Rollin offers a ‘hybrid’ take on rolls fusing Korean ‘kim bap’ with a Mexican burrito, and adding in a hint of Italian with the Mortadella Sandwich flavored version. Seasonal Japanese fruit roll cakes bring some sweetness to go with the ‘Sneaker Box’ themed packaging. To add to the food offering, Rollin also carries a select line of fashion items including t-shirts, hoodies, and caps that represent the Korean and Italian origins of its founder, with a twist.
A local hero who has pioneered the ‘art toy’ market, contemporary artist Michael Lau has elevated three-dimensional vinyl characters into highly collectible must-haves for art-world insiders globally. BELOWGROUND is proud to have on display two sculptural pieces including “Package with Two Figures” showcased prominently in the ‘Infinity Pool’ window, and ‘Image 3’ from the key-change series.
Spanning over 6,000 square feet, the BRINKWORTH designed space took into account the unique spatial attributes of the basement corner of Landmark Atrium, where the intent is to create a sense of discovery and community for audiences to intersect in one location, and have an authentic experience.
Emma Wynn, Director of BRINKWORTH [United Kingdom] states ‘The world has changed so much in the year that we’ve been working on this project, which seems apt as this brief allowed us to push the boundaries of contemporary retail. BELOWGROUND is a testament to Landmark’s vision and a shining example of forward-thinking retail. We’re excited that this is just the beginning of the journey; through creativity, community, and participation, the space will come to life and continue to evolve.’
Staying true to its core concept of acting as a ‘bridge’ to the community, BELOWGROUND has enlisted a host of creative collaborators to bring this project to life including branding by Caneva Nishimoto, speaker systems by OJAS, music curation by Yeti Out, cultural and retail curation by Advisory Council, and many more to come.