回青 Report by Olaf Haz

壹

Management and Organisation

Concept Statement 61

Opening and Closure Details,

Identity Summary

Program Summary

Art Piece A 臆青

Risk Management

Art Piece B 繪青 LAB

W.B.S. Breakdown

Art Piece C 映青

Project Time-line

Important Dates

Workshop details and Tour Guidelines

Marketing Plan Financial Plan

5P Summary

Market Analysis

Art Piece A 臆青

Plan A Social Media

Art Piece B 繪青 LAB

Plan B Direct Invitations

Art Piece C 映青

Plan C Brand Collaboration

Opening and Marketing Budget

Plan D Special Offer

Indirect Cost

SMART Analysis

Expensive items quotations

Program Overview 85

SWOT Analysis

References

﹁回青是顏料。陶瓷青花料之一。回青中之最珍貴者，在某一時期，其價格甚至超過了黃金。產於雲南，可作燒制瓷器原料。明正德時已出現，嘉靖時成為當時青花的標誌。﹂

Program General Details Project Title: Underglaze ĺ&#x203A;&#x17E; é?&#x2019; Theme: Traditional X Modern Culture ++ Blue and White Porcelain Pattern Objectives: 1. Cultural preservation 2. Engaging traditional craft with modern displays 3. Art X People (Interactive art) X Nature (Use of recycled material)

Unique Selling Points: 1. One of the most recognisable traditional art 2. Fusion with modern patterns and abstract designs 3. Interactive workshop and popular Projection Art 3. Suitable for the grand image of K11 as the porcelain used to be owned by blue bloods and royalties Target audiences: 1. Family groups 2. Adolescents 3. Elderlies Duration: 6th Feb, SAT [Opening Admission] - 21st Feb 2021, SUN [3 weeks] Time: 12pm - 8pm Venue: K11 Art Space Chi Gallery

Logo Concept + The whole concept intents to convey a playful and experimental feeling, as the event aims to promote interactive art and traditional culture. Hence using hand drawn fonts to reveal the sketchy artistic texture, while the English font is more bubbly and approachable.

Art Piece C ć&#x2DC; é?&#x2019; Circular Projection Art Focused on the shape and layers of plastic of the artwork.

+ The textures and illustrations in the design represents either the iconic shape or the materials in the 3 artworks.

IDENTITY SUMMARY

PART ONE

Proportions & Measurements

+ There shall be 2/5 in ratio with the full logo length in spacing whenever the logo is used.

Art Piece B 繪青LAB Hanging Pattern Fabric Art Recreating the abstract pattern on the hanging art and the experimental workshops. Art Piece A 臆青 Neon Light Art The major material of the piece is neon light.

Main Colour

Typography

Slate Blue CMYK (40,34,0,28) RGB (110,121,184) HEX #6e79b8

Black CMYK (99, 99, 99, 99) RGB (02,02,02) HEX #000000

Titanium White CMYK (0,0,0,0) RGB (225,225,225) HEX #ffffff

Midnight Blue CMYK (99, 76, 0, 72) RGB (1,17,72) HEX #011148

Baloo Regular | 1408 Glyphs by EK Type | Freefont Classifications: Display, Sans Serif Heritage: https://github.com/EkType/Baloo/releases Baloo is a distinctive heavy spurless design with a subtle tinge of playfulness and all the bare necessities of type.

60 pt 48 pt 24 pt 21 pt

IDENTITY SUMMARY

PART ONE

Swatches

Dark Base

Official Poster Use

Style Palette (Aesthetic Guide)

+ The guide would also be used to support helper artists and project supervisors in collecting materials and creating workshop teaching materials.

Poster Design demo |

Dimension : 984 x 546 (K11 Official Website Poster Size)

K11 Logo

PROGRAM SUMMARY |

PART ONE

Colour : RGB

Chi Art Space Logo

Midnight Blue CMYK (99, 76, 0, 72) RGB (1,17,72) HEX #011148 Titanium White CMYK (0,0,0,0) RGB (225,225,225) HEX #ffffff Slate Blue CMYK (40,34,0,28) RGB (110,121,184) HEX #6e79b8

Contents: 1. Theme 2. USP 3. Event Details 4. Venue 5. Opening 6. Duration 7. Curators 8. Footnote : Definition of ‘Underglaze’

PROGRAM SUMMARY

PART ONE

staff card + Vip Card

Helpersâ&#x20AC;&#x2122; Badge *Mockup Only *There will be dresscode for the helpers : Blue & White

PROGRAM SUMMARY

PART ONE

Opening Reception 開幕茶會

E-Tickets for VIP

Artwork Idea

ART PIECE 1 臆青

PART ONE

ART PIECE 1 臆青

PART ONE

Artwork Idea

ART PIECE 2 繪青 LAB

PART ONE

ART PIECE 2 繪青 LAB

PART ONE

ART PIECE 3 映青

PART ONE

Artwork Idea

ART PIECE 3 映青

PART ONE

5P Summary

5P SUMMARY

PART TWO

K11 Research + According to a research video on YouTube â&#x20AC;&#x2DC;Discover More in Chi K11 Art Space by Public Arts in Hong Kongâ&#x20AC;&#x2122;, Chi K11 Art Space place along the MTR station with a convenient traffic line. A total of 172 people pass by this area but only 20 of them have taken a glimpse of the art pieces within 15 minutes on Sunday in 2016. And none of them have actually stopped by and appreciate the work. Moreover, mid-aged groups and families are the main K11 consumers, elderly often visit K11, and youngsters seldom visit K11.

Image : Outside of K11

MARKET ANALYSIS

PART TWO

Image : Inside of K11

Customersâ&#x20AC;&#x2122; General Idea of K11 Mall in Tsim Sha Tsui

1st Choice to shop For Shopping only Using MTR to go to K11

+ According to Research & Analysis Report for Hong Kong Art Shopping Mall- K11 by Di, C. (2012), the research conducted an interview with 8 participants who have been to K11 before, Customersâ&#x20AC;&#x2122; general idea towards K11: 1. 3/8 said they often go to K11 for shopping 2. 2/8 said K11 would be their 1st choice when they want to shop 3. 5/8 said usually MTR as the main transportation to go to K11

K11 Mall’s Customers Youngsters Focus on the goods in K11 Mid-aged group Pay more attention on the surroundings and environment Underground floor has more unique storeFocus on the goods’ value and class As the working class meet with Facebook in restaurant and cafe nearby Elderly group Spend time on eating Luxurious to eat in K11 K11 food is much better than another place Comparing Grandview mall (Guangzhou) and Hong Kong’s K11

+ Grandview mall is located in the center of Guangzhou which attracts a daily flow of 2 million tourists and the most popular mall in Guangzhou. Grandview Mall is a modern shopping center, consisting of catering, retail, leisure & entertainment, exhibition, and business. Like K11, it set a series of artworks in between the shopping area in order to attract its consumer by its art atmosphere.

MARKET ANALYSIS

PART TWO

+ Grandview mall “shopping mall” • Focus on the commercial function • Artwork in it are innovative way to improve shopping experience + Hong Kong K11 mall “Art mall” • Focus on the pure fine art • No entrainment • Art atmosphere is not connected with the commercial needs consider art exhibition as a nice background + To sum up the above analysis of K11, mid-aged groups and families are the main K11 consumer, but youngsters seldom go to K11. Therefore, it is necessary to attract the youngsters by promotion. And the research reflected that it is important to connect art with commercial needs in order to lead people to shop which can produce more profits and commercial values for K11.

Reason of seldom going to K11 + For children, they are mostly following their parents for shopping or dining. Having no income, they do not have enough money to spend on expensive and luxurious goods selling in grand malls like K11. Besides, hedonism is very important among children, K11 has less entertainment to have fun. For teenagers, who have limited incomes, they may just go to K11 to buy specific goods that have been thinking over and over. Less affordable shops in grand malls, teenagers may find it hard to spend money on both shopping and dining while they may only go for window shopping. For young adults, they are having the highest income and frequency of going to K11 among the youngsters mentioned above. Having a number of restaurants, those working near K11 can have lunch on weekdays or gatherings with friends after work. However, being a bit expensive, the dining price cannot be afforded, always. To increase more young participants in our exhibition, different formats of visual promotions will be used to attract them, for example software, posters and real objects containing contents. To analyze the effectiveness of promotion methods and engagement, we are considering the situations and conditions of children, teenagers, young adults and tourists in the following.

Children Social medias used: Youtube, facebook, whatsapp Devices used: parentâ&#x20AC;&#x2122;s phones, computers at home

Influencers Key influencers: Family members / teachers / peers Most influencial: Parents

Triggers Motivations to attend: entertainments in exhibitions / parentschildren time True value offered: exploration of the Blue-and-White patterns Core messaging: Trend - experiments & experience outdoor / curious of new things / learning by doing Needs - having fun / good parent-child relationship

MARKET ANALYSIS

PART TWO

The main customers in K11 are mid-aged groups, who are in affordable economic states, different from the youngsters. + The specific event elevator pitch for this attendee is 繪青Lab providing opportunity for children to explore the patterns and create their own piece with rich imagination and creativity, with a place to share their work and tell the ideas to parents.

Teenagers Social medias used: whatsapps, instagram, youtube Devices used: cell phones, laptops

Influencers Key influencers: Peers / boyfriends or girlfriends / teachers / celebrities Most influencial: Peers

Triggers Motivations to attend: couples’ date / friends’ gathering / interested in Art True value offered: reminder of traditional culture Core messaging: Trend - take photos and share / spend more & more time on social medias Needs - social interactions / enhance temperament by Art The specific event elevator pitch for this attendee is the Instagram filter and taking photos of drinks (with sleeves) draw teenagers’ attention to the Blue-and-White patterns in order to uphold the interest of our exhibition, bringing them from the internet world to reality. Students are also encouraged to visit under teacher’s encouragement.

MARKET ANALYSIS Young adults Social medias used: whatsapp, instagram, facebook devices used: cell phones, laptops, computers in office

PART TWO Influencers Key influencers:

family members / peers / colleagues / celebrities

Triggers Motivations to attend: comprehending the Art message / relax after works / peersâ&#x20AC;&#x2122; gathering

Most influencial: colleagues

True value offered: preservation of traditional art crossover modern style Core messaging: Trend - enhance the quality of life / pay more attention to community art Needs - mentally relax (heavy workloads) / inputs of different knowledge (Art) The specific event elevator pitch for this attendee is that young adults can receive information widely with a broader social circle. They not only experience the instagram filter, but also research for more details (like poster) of our exhibition by themselves. Tourists Social medias used: instagram, facebook, twitter, weibo Devices used: cell phones, ,tablets laptops

Influencers Key influencers:

family members / peers / celebrities

Most influencial:

Triggers Motivations to attend: comprehending other cultures / relaxing travel / taking photos

Friends

True value offered: introducing similar or totally different Asia cultural idea Core messaging: Trend - adopt new cultural knowledge / enhance the quality of a trip Needs - mentally and physically relax / inputs of cultural understanding The specific event elevator pitch for this attendee is that tourists receive exhibition information by advertisements in sightseeing spots or even have a try on our instagram filter while oversea. Also, K11 is near the tourist-gathered Avenue of Stars.

PLAN A SOCIAL MEDIA

PART TWO

Target audiences Instagram is a relatively young social media platform. Most users are around 12-35. They are classified as teenagers and young adults. We want our filters to reach that particular age group. They are open-minded and outgoing which means they have the highest possibility to go to our exhibition. Detail We chose instagram filters over instagram posts because of the interactivity. Ordinary instagram posts only display pictures or videos which donâ&#x20AC;&#x2122;t have any interactive element. Instagram filters on the other hand are more fun and interactive. The patterns in the filters can apply to different peopleâ&#x20AC;&#x2122;s faces. People are much more likely to share the filters to their friends indeed.

Objective Instagram is our primary platform for marketing. The objective is to experience the most fashionable pattern by yourselves. As instagram offers a filter mode in their camera. We decided to customize our own filter with porcelain pattern. It is elegant and fashionable to play with. All filters will be available for free on instagram.

Pros

Cons

≈Great way to approach teenager and young adult • No cost • Everyone can use this filter • Fashionable pattern preview online

• It is not a commercial • No guarantee of effectiveness • The filter can turn very popular nor no one will notice about it.

PLAN B DIRECT INVITATION

PART TWO

Target audiences K11 VIP, school staff, schoolmates and secondary school’s teacher. We include the secondary school’s teacher because they can invite visual art elective students to come to our event. Detail We will send email invitations to K11 VIP, school staff, schoolmates and secondary school’s teachers. Hard Copy versions will be distributed around the campus.

Opening Reception 開幕茶會

Invitation Sample

PLAN B DIRECT INVITATION

PART TWO

Objective Sending out invitations to K11 VIP, school staff, schoolmates and secondary schoolâ&#x20AC;&#x2122;s teacher. Can definitely increase the potential among people to participate in our event. This is how most marketing plans will also do. It is the least effective way of marketing but it is the easiest to do. Pros

It is a relatively easy way to execute. The cost is low with only the cost of printing. Email is the best way for interpersonal communication. Hard Copy versions ensure a greater exposure in the campus.

Cons There are no ways to know how many people will really attend the event. It is a one way communication. It is not very effective and low efficiency.

Target audiences The target audiences are teenagers. They are most likely to buy drinks from the beverage shop. Most shops are located in Tsim Sha Tsui and Mong Kok. They can come to our exhibition very easily. Tea Express Bar by Jrink is located in K11 which is very convenient.

Details We chose beverage shops because we want to target much younger people. The analysis said the flow of people in K11 are mostly mid-age and elderly. They need a restaurant and cafe in K11 for business meetings but I want to attract more teenagers to K11 indeed. Beverage shops are teenagers' favorite. They are much

PLAN C BRAND COLLABORATION

PART TWO

Brief Mockup

Contents: 1. Theme 2. USP 3. Event Details 4. Venue 5. Opening 6. Duration 7. Curators

PLAN C BRAND COLLABORATION

PART TWO

Objective The main reasons for brand collaboration is to increase the exposure of the event. We will offer different gifts for every customer who purchased items from the shops. The gift will be designed by us. QR code on the coffee cup sleeve can let people know more about our exhibition.

Pros Different beverage shops can have a greater range of customers not only the mid-age and elderly but also teenagers. The coffee cup sleeves and postcards will be designed by us to match with the style of the exhibition.

Cons

There are few problems in the marketing plan. Administration problems will happen. It is because the shops do not belong to K11. We need to spend a lot of time explaining the whole plan and make proposals to promote the idea to the shops. The image of the shops need to match the image with K11as well. It is a premium brand. The image of the shops should be modern and fashionable.

PLAN D SPECIAL OFFER

PART TWO

Target audience Since mid-age and elderly are most likely to shop in K11. The promotion is targeted to mid-age and elderly. They are wealthy and leisurely. Have a bigger chance to visit our exhibition and redeem the offer. Detail Our exhibition will collaborate with K11's own brand. K11 Natural is a shop by K11. We offer a discount on K11 Natural after a visit to our exhibition. This can increase the flow of people in the mall.

PLAN D SPECIAL OFFER

PART TWO

Objective The main objective is to increase exposure for the event. Collaboration with K11 natural can increase the flow of people in the mall. We offer a discount on K11 natural after visiting our exhibition.

Pros

Cons

There are less administration issues compared to marketing plan 3. It is because K11 Natural is a K11 shop. The image is suitable indeed. The manager already understands the whole plan. We donâ&#x20AC;&#x2122;t need to explain the whole plan again. The discount can enhance the shopping experience in K11. Complete the whole shopping ecosystem.

There is only one minor problem with this marketing plan. We reach the same group of customers again. They are mid-age and elderly.

SMART ANALYSIS

PART TWO

Get 2000 more people to the exhibition from 8000 to 10400.

• Collect instagram data everyday • Questionnaire after exhibition • Measure number of visits how many souvenirs had given out everyday • Measure number of people really used the discount everyday

• Ask our friends and families to repost the filter • $1000 budget will go to the cost of making the souvenirs. • Arrangement with K11 Natural

R T

• Relevant 100% to the objective. All the marketing plans aim to increase the exposure of the exhibition.

• One week before the exhibition to the end of the exhibition.

Detailed Timetable

+ The opening ceremony will be held on the first day of the exhibition 6th Feb in Chi Gallery near Art Piece B. The opening ceremony will set at 5pm. The rehearsal and setting will be started at 3:15pm. The ceremony will have session of welcoming speech by representatives of CCA department and K11. Project Director will present the three art pieces to the visitors. Then it will have a photo taking session and guided tour. Each of the visitors will be given a stamp as a souvenir. They can use the stamp in Art Piece B.

OPENING DETAILS & TIMETABLE

PART THREE

RISK MANAGEMENT

PART THREE

RISK MANAGEMENT

PART THREE

RISK MANAGEMENT

PART THREE

WBS Details It will mainly be divided into two groups. “Project” and “Administration” team. + Project team is responsible for all three art pieces and opening ceremony. Project team needs student helpers. “Preparation” means the stages which we build up. “Execution” stage means the helpers who help us in maintenance in K11. 13 students helpers are needed in the preparation stage and 12 helpers in the execution stage in total. Opening ceremony needs 2 helpers who are familiar with stage setting, PA system etc. Our first art piece 臆青 needs 3 helpers in the preparation stage and 2 helpers in the execution stage. We do not want too many helpers in this art piece because it is set up in a corridor. Too many helpers may block the corridor area. The second art piece 繪青LAB is a workshop and interactive device. We are hoping that each helper can handle 3 to 4 visitors’ problems or guide them. The ideal number of helpers will be 5 in preparation and execution. The final art piece 映青 need to be hung on the ceiling. The art piece itself is quite large so 5 helpers would be ideal in the preparation stage. In the exhibition, only 3 helpers are needed because they mainly manage the safety of the visitors and the art piece.

WBS BREAKDOWN

PART THREE

Basic Table

+ Administration team is separated into four parts. Director will be the one calling up meetings and representing our team to contact with other parties. Financial manager takes the responsibilities in controlling the budget and keeping the financial report. In order to reach more awareness to the public, marketing is also needed in our team. Execution manager is a crucial member in our team. He makes a risk plan of each program to make sure everything runs smoothly.

+ The WBS has distributed into 6 parts, opening, three art pieces, financial, marketing and closure. Each session basically follows the flow of initiating, planning, executing, managing. The wordings may not be the same but give similar ideas. Details WBS is shown below:

WBS BREAKDOWN

PART THREE

PROJECT TIMELINE & IMPORTANT DATES

PART THREE

ART PIECE 1 臆青

PART FOUR

ART PIECE 2 繪青 LAB

PART FOUR

ART PIECE 3 映青

PART FOUR

Opening & Marketing Budget

PART FOUR

Indirect Cost

PART FOUR

EXPENSIVE ITEMS QUOTATIONS

PART FOUR

We provide sensory experience to interact with the audience with not only visiting the exhibition by eyes, but to stimulate the motivation to have art practices by their hands and to involve themself completely in our theme. The displays of the theme â&#x20AC;&#x2DC;blue and white porcelainâ&#x20AC;&#x2122;, the art pieces are introducing traditional and contemporary Art at the same time by crossing the generations. With different sections, the whole exhibition can attract different ages of group to attend.

In the whole programme, the materials of making and displaying artworks, the advertisements arousing peopleâ&#x20AC;&#x2122;s interest cost a high budget. Besides, some of the large artworks located in limited space little the flow of people while it may be crowded to walk through. As one of our programme objectives is to educate the public in cultural preservation, however, it may just help to develop basic and a few senses while education takes further time in long-term.

SWOT ANALYSIS

PART FIVE

Interesting and impressive exhibitions can spark peopleâ&#x20AC;&#x2122;s interest in Art and Culture to uphold the values of our programme. Meanwhile, people who are not keeping in touch in Art regularly or not always visiting galleries may become particular audiences to attend further exhibitions in K11, after receiving more information from our work. Tsim Sha Tsui is a tourist spot and a place full of Art atmosphere, with the Hong Kong Cultural Centre and Museum of Art near the Avenue of Stars. The exhibition in K11 becomes a platform for local people and tourists to exchange multiple cultures.

Because of lacking money, we have to find affordable materials and advertisements within the budget, the outlooks and display methods therefore may not be the best as we thought initially. Hanging on the ceiling is a common display method in our exhibition, more suspended artworks, higher safety risk of filling down. Besides, neon lights and projectors are being used to enrich the contents of artworks, however the outlooks of the lightings and moving projections may make people feel dizzy and uncomfortable, especially the elderly.

Reference Di, C. (2012, June 19). Research & Analysis Report for Hong Kong Art Shopping MallK11. Retrieved from https://www.slideshare.net/CindyChen11/k11ft-final-report Hong Kong K11. (2020). About K11 Art Mall. Retrieved from https://hk.k11.com/about/ K11 Concepts Limited. (2020). Kollection Lab x Orff Music: Be Amazed by the Beautiful Creatures in Nature. K11 Kulture Academy. Retrieved from https://kka.k11.com/en/module/2475/ Public Arts in Hong Kong. (2016, November 6). Discover More in Chi K11 Art Space. [Video]. Retrieved from https://www.youtube.com/watch?v=O9KYQZUeu10

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RISK MANAGEMENT

PART THREE

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