PALETTE OF EXPERIENCES · lecture theatre, a learning center, 2 museum shops, a mediatheque and a...

PALETTE OF EXPERIENCESM+ F&BMULTI-SENSORY EXPERIENCE

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DESTINATION P.16

F&B VISION P.20

CUSTOMER EXPERIENCE P.24

INTRODUCTION P.06

P.03 BRIEF

M+ is a museum of visual culture with an extraordinary collection of diverse disciplines – from ink art and video installations to photography and design. This growing collection can tell multiple stories, interpreted from different points of view. M+ Food & Beverage has the potential to bridge the gap as a familiar context in a new culinary and hospitality experience. Dining at M+ will be a world inspired experience, Asian influenced and truly local. M+ dining will engage all five senses in a multi-sensorial experience and form an indistinguishable destination with the Museum Art & Design. We nourish an ambition to be internationally recognized and locally acclaimed and we embrace multicultural innovation and reinterpret it.

Kirstin MearnsHead, Museum Retail and Commerce at M+

P.04PALETTE OF EXPERIENCES

Image:Holly LeeBauhinia, in Front of Hong Kong Harbourca 1997

P.05 INSPIRE

M+ is a museum of visual culture with an extraordinary collection of diverse disciplines – from ink art and video installations to photography and design. This growing collection can tell multiple stories, interpreted from different points of view. M+ Food & Beverage has the potential to bridge the gap as a familiar context in a new culinary and hospitality experience. Dining at M+ will be a world inspired experience, Asian influenced and truly local. M+ dining will engage all five senses in a multi-sensorial experience and form an indistinguishable destination with the Museum Art & Design. We nourish an ambition to be internationally recognized and locally acclaimed and we embrace multicultural innovation and reinterpret it.


Consider everything which is not factual as a source of inspiration. Your thoughts and ideas are what we are looking for and will inspire diversity and source of differentiation and give us

The +Icons help you navigate through the magazine. INSPIRE Influences, moves, or guides you to expand and influence your vision and opinion of M+ F&B

BRIEF Gives you clarity on principles, strategic direction and ambition

INSIGHT Provides background on context and the wider F&B and Museum cultural landscape

INSIGHTSBRIEFINSPIRE

INTRODUCTION BREIFP.07

The logic of +

+ is a symbol of mathematical simplicity that is a universally understood icon. It transcends boundaries across time, space and language and is shorthand for all things positive. It expresses our ability to exceed expectations. On the following pages, we explore three values that represent this energy of +


Image:TSANG KIN-WAHUntilted, Hong Kong (Blue on White)2003-2004

P.09 INSPIREINTRODUCTION

Energy

The West Kowloon Cultural District establishes a new vibrant cultural quarter located on a dramatic harbour-front site in the heart of Hong Kong. The new Museum F&B Landscape is the logical transformative + which deepens and broadens the global multidisciplinary culinary heritage. The power of + is an outcome of [Energy] when the elements are joined together Food, Music, Art, Passion and Hospitality.


Image:XU RUOTAO Chinese Red 99% 2005


By exercising diversity, allowing space to grow and be ourselves, we will open doors of opportunity to everyone. It strengthens our power of +. Success is measured in meaningful and sustained relationship with others, audiences, customers, employees and owners.

Addition


Image:YAMAZAKITSURUKOWork2012


Emotion can be intertwined with personality, disposition, and motivation. The presence of interactive restaurants and innovative event spaces in the Museum amplify the emotional experience. Unifying visitors, guests and employees emotionally is creating a moment of uniqueness.

Emotion


Image:XUE SONGStandard Portrait 1996


DestinationSt

reng

ths

● Hong Kong is recognized as Asia/China Hub for business

● Government support and diversity of the Board members

● Grand Delta project synergy in the coming years

● Visitor origin: China, Taiwan, Japan, USA, South Korea, Macau, Australia, Singapore, Philippines, UK (total for 87% visitors).

● mix of visitor age groups: 26-35 years old 28% 36-45 years old 26% 46-55 years old 16%

● Potential synergy and cross promotional activities with the whole West Kowloon Cultural District destination

● Connectivity through the foot-walk traffic between all the prominent destinations in the district

● Strong Hong Kong F&B landscape with untouched culinary talents

● M+ is the strongest brand in the District with the most prominent international presence


Opportunities

● Becoming one of the most significant modern and contemporary art museums in the world and associated F&B Destination success

● Association of the F&B vision to museum vision: Design, Moving Image, Popular Culture, Visual Art

● Platform to directly link with high-profile, international artists for promotional activities

● Interactive and an engaging destination

● Entertaining place where people can have fun

● Constantly reinvent itself: Continually refreshing and providing new culinary adventure

● Be World inspired, Asian influenced and truly local

● Be engaged with local community, incubator for local culinary talents

● Stimulate emotion and create fluidity within the museum space

● Be the location of choice for special high profile events

● Appealing to younger audience age 25 to 49 years old

● 500 employees in the building to be the M+ F&B brand Ambassadors

P.17DESTINATION INSIGHT

Cultural ConnectionsLyric Theatre

International dance and theatre, the Lyric theatre Complex will comprise a 1,450-seat lyric theatre, a 600-seat medium theatre and a 270-seat studio theatre. Above all the Lyric Theatre Complex will be a venue with eight dance and rehearsal studios plus one large rehearsal hall, resident company offices.

Free SpaceBlackbox is where performance space can accommodate up to 450 seated people or 900 standing. There is also a foyer where local live music will be presented in a bar and café environment and a multi-purpose function hall. Freespace sits next to the Art Park’s great lawn, where an outdoor stage can be set up for large-scale events and festivals for up to 10,000 people.

Hong Kong Palace MuseumThe Hong Kong Palace Museum will display artefacts of Chinese art and culture from the imperial collection of the Palace Museum. The museum will have 7,600 square meters of gallery space dedicated to gold, bronze and jade items, paintings, and ceramic objects, as well as displays on life in the Imperial Court which will greatly enrich the District’s visitor offering. Other museum facilities include a 400-seat lecture theatre, activity rooms, a restaurant and shop.

Xiqu TheatreThe eight-storey building has a total area of 28,164 sqm and houses a Grand Theatre, accommodation 1,073 seats, a Tea Theatre, with a capacity of up to 200 seats, eight professional studios and a seminar hall, all specially designed for different types of xiqu-related function and activities. The Grand Theatre at the top of the building allows for a large open atrium below with a space for exhibitions, stalls and xiqu demonstrations and workshops.

M+ Hong Kong’s new museum of visual culture will be one of the largest museums of modern and contemporary visual culture in the world. 17,000 square meters of exhibition space, three cinemas, a lecture theatre, a learning center, 2 museum shops, a mediatheque and a public roof terrace with view to Victoria harbor and the Hong Kong skyline. Soaring up from the podium is the vertical museum tower which houses the library, archive, study center, member’s facilities and features a LED facade for the display of artist’s moving image works.

The experience at the museum procures a strong feeling directed toward specific objects, art work or visual images. The presence o

f int

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tive

rest

aura

nts

and

innovativ

e events spaces procures an engaging experience and emotional +. Unifying visitors, guests and emplo

yees

em

otio

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is c

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g a moment of uniqueness.


The experience at the museum procures a strong feeling directed toward specific objects, art work or visual images. The presence o

f int

erac

tive

rest

aura

nts

and

innovativ

e events spaces procures an engaging experience and emotional +. Unifying visitors, guests and emplo

yees

em

otio

nally

is c

aptu

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g a moment of uniqueness.

UNIQUENESS

P.19DESTINATION INSIGHT

PALETTE OF EXPERIENCES P.20

Vision

Multi-sensory experience provides to the visitors a captivating moment of fun and uniqueness between the gallery and F&B offering. The promenade Café and the Terrace Restaurant & Lounge are an integral part of the Museum and it is noticeable in the look and feel.The Food & Beverage experience integrates the seasonal gallery exhibition by offering elements related to the country of origin of the exhibition.

WORLD INSPIRED ASIAN INFLUENCEDTRULY LOCAL

INSPIREP.21F&B VISION

F&B Positioning in M+ & West Kowloon Cultural District ● Local & international influencer● Leading the F&B reputation of West Kowloon Cultural District destination● West Kowloon community builder● Value added to the museum● Preferred location for unique sensorial grand event

Image:YAMAZAKI TSURUKOTin Cans 1955, reproduced 1986

PALETTE OF EXPERIENCES P.22

Palette of References

AttitudeOur service style is warm and relaxed. We connect with customers as fellow individuals, we are empathic and participate in their M+ emotional journey

OfferThe offer will be adaptive and responsive, depending on customer behaviors that reflect their journey. It will flex with the evolution of M+ Brand when first curiosity has peaked, and we nurture loyalty and encourage repeat visits.

KnowledgeWe are informed about M+ activities and we share our knowledge to enhance the customer experience. We stimulate internal knowledge and we believe that our people are our best assets and contribute to the success of M+

SpaceWe design spaces of distinctive style, spaces that contribute to the sense of place. Spaces that create emotional moments and enchance the customer experience. M+ interconnects moments and time.

INSPIREP.23F&B VISION

M+ museum boosts sensory appeal, M+ F&B breaks the script and creates moments of elevation. We celebrate together simple moments into great moments. We associate Cultural moments to Culinary moments BY BUILDING MOMENTS OF CONNECTION

Memory Makers

Image:CAO JINGPINGButterfly Chain Butterfly 2000

Customer Experience

M+ Museum

M+ Retail

M+ Tea and Coffee Bar

M+ Promenade Café

M+ Terrance Restaurant and Lounge

M+ L11 Lounge

M+ Events

Image:TONG KING-SUMBetween Ringo and King-yiew 1968


BlueprintDefining a unique Blueprint Space that delivers a complete customer experience within the same place. Creating Icons that interconnect visitors together.

Experience

AmbienceAssociating feeling to a moment, person, space that creates memorable experiences. Positive memories provoke great story telling.

Value Lasting experiences that build on visitors and employees’ sense of belonging and adds value to their journey. Help our visitors to make distinctive reasons to come again. Help the organization to retain exceptional people.

P.25 BRIEFCUSTOMER EXPERIENCE

Customer JourneyM+ will be one of the largest museums of modern and contemporary visual culture in the world.M+ will house exhibition galleries, cinemas, a lecture theatre, a learning center, 2 museum shops and six food and beverage areas as well as a public roof terrace with views overlooking Victoria Harbour. The M+ tower will comprise museum offices, patron’s facilities and various cultural uses.The museum is expected to attract 3.8 Million visitors by 2023-2024. The opening hours of the museum is from 10am to 10pm on Friday and on the weekend and from 10am to 8pm on weekdays.The restaurants will be accessible independently of the opening hours of the museum.Several locations within the museum itself will be accessible for private events from 100 people to 600 people.M+ museum and M+ Food and Beverage venues will be the center of West Kowloon Cultural District.Adjacent to M+, the Lyric Centre and the Hong Kong national Museum will be the Hub of the West Kowloon Cultural District.

Hong Kong Pride | Exploration | Inspiration Universal | Integration | Entertainment Story Telling | Visual Culture | Enrichment Relevance | Local Community | Surprise Dynamic Landscape | Playful | Awareness Online Offline | Experience | Consumers Emotional

Attributes


M+ Museum

The Museum provides several galleries to be used as Food and Beverage Special Event destination.B2-820 sqm (Found Space and Studio), B1 - 1564sqm (Lobby Special Events), G/F - 875 sqm (Main Gallery Hall), G/F - 1916 sqm (West Gallery) have been identified as potential venues.


Customer JourneyCultural retail has the potential to bridge the gap as a familiar context in a new cultural experience. Shopping at M+ will be an instrumental, vital and valued part of the experience.Focusing on service and creating extraordinary experiences to build a community in the retail so that visitors return again and again. Building excitement and confidence with retail experiences that are accessible , and a delight in every way.Cultivating a culture of being ahead of the curve by creating programs which are innovation-focused, reflecting what is new and on trend.

AttributesExploration | Integration | Hong Kong Pride Inspiration | Visual Culture | Surprise Playful | Online Offline | Emotional Visual Merchandising | Shape & Color Engaging | Stretch | Educate | Reimagine Heritage | Spirit | Story | Exchange Texture | Thoughtful


M+ Retail

We seek to shift perceptions of cultural value and help our audience embrace culture as a companion in their lives

Bridge the gap as a familiar context in a new cultural experience. Shopping at M+ will be an instrumental, vital and valued part of the experience.


Customer JourneyThe tea and coffee takeaway is located at the junction of M+ Shop, entrance of museum and the Promenade Café. It is a meeting point for M+ colleagues working in the vicinity and the natural stop-over for museum visitors and shop buyers.The tea and coffee bar is an integral part of M+ shop and closely associated to its philosophy, inspiration, visual culture, heritage and exploration.Differentiation with unique tea culture and best known quality coffee, offering authentic Asian cakes & pastries.

AttributesVisuals | Original | Perception | Integration Hong Kong Pride | Exploration | Inspiration Visual Culture | Surprise | Online Offline Visual Merchandising | Story | Educate Reimagine | Heritage | Reinterpretation Engaging | Exchange | Texture | Creative Behavior


M+ Tea & Coffee Bar

Located on the ground floor adjacentto the entrance of the Museum Shop,connected to the staircase leading to thecinemas and few steps away from theoutdoor promenade, the Tea and CoffeeBar has an ideal location

TENANCY REQUIREMENT

M+B1 TEA AND COFFEE BAR


Customer Journey

(Content been changed)

The Promenade Café food and beverage offering is built around” Truly Hong Kong”, inspired by Asia, China, and Hong Kong. The culinary offering should be affordable, identifiable by the Chinese community visiting the museum.Some elements of the interior design of the premises are closely associated to the feel and look of the museum in order to physically integrate with the museum. Highly appreciated by the local community the destination is a great place for celebration with families and friends.

AttributesVisual | Original | Integration | Exploration Hong Kong Pride | Inspiration | Engaging Visual Culture | Heritage | Story Telling Authentic | Flavorful | Talking Point Dynamic | Sharing | Evoking | Resonate Relax


M+ Promenade Cafe

On the ground floor overlooking the promenade, the premise is an “All Day Dining” destination. Outside terrace is available to the premise. Recommended to incorporate a Bar closer to the window line to offer beverages to the visitors passing by the premises

TENANCY REQUIREMENT

M+ B1 ALL DAY DINING RESTAURANT


Customer JourneyThe M+ Terrace Restaurant & Lounge is “World Inspired” offering an international standard of dishes palatable to the Chinese Market without compromising the authenticity of the roots of the dishes.The essence of the concept is “window open to the world” showcasing an on-going culinary discovery in conjunction with seasonal exhibitions.Strong cocktail culture in the evening to activate the bar & lounge with the best view on to the Hong Kong Island landscape.

AttributesWorldwide | Inspirational | Engaging Natural | Experimental | Energy | Romantic Cocktails | Wine Bar | Sociable | Exciting Distinctive | Different | Enjoyable Surprising | Affordable | Expressive Visual | Organic | Playful


M+ Terrace Restaurant & Lounge

The Premises on 3/F will provide the best view from M+ with a very large terrace on both sides of the Building open to the public. Outdoor terrace seating spaces have been allocated to the Premises. It is recommended to conceptualize a Bar that will supply both side terraces. Kitchen layout is dictated by the shape of the Building

TENANCY REQUIREMENT

M+ L3 DESTINATION RESTAURANT AND LOUNGE


Customer JourneyThe M+ lounge on Level 11 is a destination for different level of members who appreciate the privacy of the lounge without being exclusive. The level of service is comparable to members Lounge with a certain level of skilled service without being too formal and intrusive. Design to host board meeting, business power breakfast, evening cocktail at the bar, the Lounge is also known for his unique afternoon tea. The desire is to create a name through a young culinarian who will create a unique experience of Hong Kong enhanced with seasonal flavors built around International on-going exhibitions

AttributesArtistic | Stakeholders | Unique | Inviting Individualize | Experience | Acquainted Knowledgeable | Tasteful | Experience Stylish | Unobtrusive | Recognition | Value Thoughtful | Innovative | Sharing | Different Skill | Passionate | Curated | Creative


M+ L11 Lounge

The Premises are exclusively for members and will have a direct lift access. The Premises can accommodate around 70 persons in the main area, have a boardroom for up to 15 people and a designed bar and pantry. The Premises have been designed by Herzog & de Meuron and is curated creatively and requires minimum alternation.

L11 LOUNGE

TENANCY REQUIREMENT


EventsCustomer JourneyThe Event Space is probably the most interesting place to host an impactful event in Hong Kong. The space offers an endless list of opportunities with high level of creativities. The Food and Beverage offering has a unique opportunity to create something special for special dinners or weddings. Bar and mixologists have a exceptional environment to take the cocktail experience to another level in the city.Dramatic choreography, creative cocktail parties, fashion shows, product launching, M+ museum is a destination like no other in the city.

AttributesArtistic | Unique | Personalize | Innovative Experimental | Spectacular | Memorable Tasteful | Stylish | Grandiose | Different Remarkable | Exceptional | Exclusive Intense | Powerful | Drama


Event Spaces

TENANCY REQUIREMENT

The M+ Building provides several galleries to be used as F&B Special Event destination. B2-820 sqm (Found Space and Studio), B1 - 1564sqm (Lobby Special Events), G/F - 875 sqm (Main Gallery Hall), G/F - 1916 sqm (West Gallery) have been identified as potential venues. A kitchen of 67 sqm and a storage of 91 sqm have been provided to support the preparation of the catering.

M+ EVENT SPACES AND CATERING


Holly Lee. ‘Bauhinia, in Front of Hong Kong Harbour’, ca 1997, chromogeninc colour print, frame: 124.9 × 99.3 × 2cm, sheet: 113.5 x 88cm. M+, Hong Kong. © All copyrights reserved to the artist, Holly Lee. [2014.414]

Tsang Kin-Wah. ‘Untilted, Hong Kong’, 2003 - 2004, silkscreen and acrylic on paper, dimensions variable. M+ Hong Kong. © All copyrights reserved to the artist, Tsang Kin-Wah. [2017.239]

Xu Ruotao. ‘Chinese Red 99%’, 2005, oil on canvas, overall: 225 x 180 cm. M+ Sigg Collection, Hong Kong. By donation. © Xu Ruotao. [2012.1175]

Yamazaki Tsuuko. ‘Work’, 1967, vinyl paint on canvas with original paint, overall: 210 × 156cm. M+, Hong Kong. © All copyrights reserved to the artist, Yamazaki Tsuuko. [T.2018.290]

Xue Song. ‘Standard Portrait’, 1996, oil on canvas, overall: 120.3 × 100 cm. M+ Sigg Collection, Hong Kong. By donation. © Xue Song. [2012.1205]

IMAGE CAPTIONS

The Magazine was created by M+ Museum. © 2019 M Plus Museum LTD. All rights reserved.

Yamazaki Tsuruko. ‘Tin Cans’, 1955, reproduced 1986, tin cans, dye, and lacquer, overall (each can): 24.5 × 15.5 cm. M+, Hong Kong. © Tsuruko Yamazaki. [2013.266]

Cao Jingping. ‘Butterfly Chain Butterfly’, 2000, acrylic on canvas, overall: 213.5 × 299 × 2.5 cm. M+ Sigg Collection, Hong Kong. By donation. © Cao Jingping. [2012.87]

Tong King-Sum. ‘Between Ringo and King-yiew’, 1968, oil on canvas, frame: 53.8 × 78.8 x 5cm. M+, Hong Kong. © All copyrights reserved to the artist, Tong King-Sum. [2016.487]

Pg.30 close up of black teapot photogtaph by pixabay

Pg.37 woman standing while holding wine glass photograph by Malcolm Garret

Pg.39 fashion model in black with pink prints photogtaph by sachin bharti

P.40

PALETTE OF EXPERIENCES · lecture theatre, a learning center, 2 museum shops, a mediatheque and a...

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