Community, Brand, and Place are the core principles that define BELOWGROUND, a new retail and lifestyle concept conceived by Hong Kong 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 ‘residencies’ introduced will evolve with seasonal launches in January 2021:

sacai
@sacaiofficial | @hankwillisthomas


For the new season, Designer Chitose Abe unveils her concept of ‘Love Over Rules’ in
collaboration with American conceptual artist Hank Willis Thomas. Inspired by those who have broken the rules and pushed boundaries to defy society’s expectations regardless of their race, culture or sexuality, this collection shows that “Love Over Rules”. The collection features some of Abe’s favourite prints from Reyn Spooner, Pendleton as well as suiting fabrics in solids, glen checks, pinstripes and nylon MA-1 materials which have been important to her work through the years – and reworked featuring graphic patchwork patterns inspired by Hank Willis Thomas’ work. The collection will be available at BELOWGROUND starting January 15.

Perrotin Store
MeltingDOB | @takashipom | @galerieperrotin | @perrotinstore
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. Perrotin Store will be launching Takashi Murakami’s latest collectible figure ‘Melting DOB’. The release marks the twenty-eighth year since Murakami created the original DOB and will be released in a limited edition of 300 pieces. The figure will be released on January 28 through Perrotin Store’s pop-up at BELOWGROUND with the raffle held between January 23 – 27.

Awake NY “Community Store”
@awakenewyorkclothing | @patta_nl


New York-based designer Angelo Baque brings his brand Awake NY to BELOWGROUND in a pop-up titled “Community Store”. Growing up in Queens, New York, Angelo Baque spent 10 years as the brand director for Supreme which helped to shape and inspire the development of his own label Awake NY. The pop-up brings a unique perspective for customers to experience the brand in a familiar New York setting and features a series of Awake’s community including: Patta, Union, Levis, Asics, Irak, Shaniqwa Jarvis, Ojas and others. The pop-up will be launching on January 15 with the release of Awake x Patta capsule collection, with other collaborations releasing every Saturday thereafter.

FM Belowground
@fmbelowground | @yetiout


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!

Rollin
@rollin.rollbar | @francesco.lee | @thejowski


The motto “Keep the ball rolling” was the starting point for ‘Rollin, a unique F&B concept made specifically for BELOWGROUND. Helmed by Franceso Lee, Rollin takes a collaborative approach fusing the Korean ‘kim bap’ with a Mexican burrito, and adding in a hint of Italian with the Mortadella Sandwich flavored version. In the latest special edition, Rollin works with Chef Jowett Yu from Ho Lee Fook to present the ‘Hainan Chicken Rice’ roll. The special edition will be available for one week only starting from January 24, exclusively at BELOWGROUND.

Asterisk Idea
@weareasterisk | @tomotatsu_gima


Hong Kong based purveyor of vintage and sought-after collectables, Asterisk unveils their latest concept “Asterisk Idea” at BELOWGROUND. The concept brings together different cultural perspectives in one space including curated presentations of art, fashion, lifestyle and other collectables. For the space refresh, Asterisk Idea is hosting Tomotatsu Gima’s cardboard pop art exhibition in Hong Kong for the first time. Originating from Okinawa, Japan, Tomotatsu Gima’s artwork gives new lives to recycled cardboard from all over the world, transforming them into collage elements to shape his sculptures and bring out the three-dimensional illusion of graphic art. Gima created 23 unique artworks, with 19 sneakers sculptures in Air Jordan 1 Retro & OG colourways from 1985, 3 special editions and a picture collage of Michael Jordan’s iconic Jumpman promo photo. Entitled “23”, the exhibition will be held between January 15-31.

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.

BELOWGROUND
Basement, 15 Queen’s Road Central
Hong Kong
Open daily from 11AM – 8PM