Shenyang K11 Teams with Merlin & Time Vallee to Create the Largest Culture and Art Experience Center in China

SHANGHAI, May 11, 2016 /PRNewswire/ -- A ceremony was held to celebrate the partnership between K11 Concepts Limited, Merlin Entertainment PLC and Time Vallee (operated by CTF WATCH). This collaboration sets the tone for the Shenyang K11, scheduled to open in 2017 which will be the first and largest home in Northern China to Merlin's LEGOLAND Discovery Centre and SEA LIFE™. Time Vallee will also team up with Richemont, Rolex Group, LVMH and Kering Group to distribute top luxury brands including 18 of the world's top time piece brands in Shenyang.

With an area of 260,000 square meters, K11 aims to create the world's largest cultural and art experience center. Shenyang K11 has already attracted more than 400 brand retailers that are expected to embody new concepts. The partnership with Merlin and Time Vallee is not only a breakthrough in the consumer experience, but also further elevates the K11 brand.

The collaboration between Merlin Entertainments and K11 brings together their passion for integrating art in an experience, beauty into entertainment and ensuring that it is accessible and relatable to everyone.

Merlin Entertainments is the world's second largest developer and operator of live entertainment with holdings that include globally renowned brands LEGOLAND Discovery Centre, Madame Tussauds™, and SEA LIFE™. As a leader in combining art and commercial space, K11 breaks away from traditional retail concepts delivering spaces full of unity, movement, energy and desire by creating an atmosphere that is energetic and fun.

"Museum Retail" was conceptualized by Mr. Adrian Cheng, founder of K11 Art Foundation and K11. From product individualization to interactive brand experiences to customer service every aspect of the Shenyang K11 aims to provide consumers with a unique "Art Exhibition" experience. Brand retail spaces, products, and activities will be designed in conjunction with K11 to ensure that its unique spirit resonates.

Time Vallee, a leading luxury timepiece distributor showcases the world's finest luxury timepieces and innovations as consumers are taken on an exclusive journey through time. Time Vallee's timeless attention to details and the science behind each piece perfectly marry with K11's innovative vision.

The Shenyang K11 Art Mall, expected to open in 2017, boasts Asia's largest indoor area, largest children's indoor playground as well as the largest roof garden in Northeast China. The cooperation with Merlin has attracted Northeast China's first and largest LEGOLAND Discovery Centre and SEA LIFE™ aquarium. Time Vallee will also introduce its new concept store which is sure to be major attraction in K11.

While other traditional retail operators in China struggle, the revolutionary museum retail concept and a hybrid model of art and commerce has seen huge success. By allowing the public to experience a connection without borders between art and fashion as well as people and emotions, K11 is a state of the art facility where international brands can come together to deliver the ultimate consumer experience. Mr. Adrian Cheng, Founder of K11 art foundation and K11 said, "I have this vision of creating a new ecosystem for the contemporary Chinese art world, I hope every person that comes here can feel the sincerity and perseverance of K11."

About Merlin Entertainment Group

MERLIN ENTERTAINMENTS plc is the leading name in location-based, family entertainment. Europe's Number 1 and the world's second-largest visitor attraction operator, Merlin now operates more than 100 attractions including 12 hotels/4 holiday villages in 23 countries and across 4 continents. The company aims to deliver memorable and rewarding experiences to its almost 63 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and c26,000 employees.

Merlin currently has fourteen attractions in Asia including Madame Tussauds in Bangkok, Shanghai, Tokyo, Hong Kong, Singapore, Beijing and Wuhan, China; the fantastic LEGOLAND® Malaysia Resort with its theme park, hotel and water park; world leading aquaria in Busan, Bangkok and Shanghai, - underlining the company's position as the world's biggest global aquarium operator; LEGOLAND® Discovery Centre in Tokyo and Osaka, Japan, Istanbul and now Shanghai. New LEGOLAND® Parks will also open in Dubai in 2016, and Japan and South Korea in 2017. Visit www.merlinentertainments.biz for more information.

SOURCE K11