Shenzhen's first K11 Art Mall officially opens
smart joins hands with K11 to create a new trendy cultural destination
K11 Shenzhen's first store grandly opens, artistic resonance, smart moves into the trendy district
As a pioneering brand leading the integration of "art + commerce," Shenzhen K11 adopts the concept of "museum retail," featuring permanent art exhibitions, public sculptures, interactive installations, and collaborations with global artists and art museums for curated exhibitions. As a shopping mall with a distinctive artistic and cultural character, K11 not only refreshes the urban consumption experience but also precisely reaches a new youth clientele with high aesthetic standards, refined taste, and high activity levels.
K11 ECOAST DAST Creative Retail District
Born from a cross-industry collaboration between Mercedes-Benz and Swatch, the global automotive brand smart carries the artistic attribute of "art" in its very name, adhering to pioneering design and trendsetting experiences to lead urban cultural expression. With "open your mind" as its brand philosophy, smart not only pursues art with dedication but also shares a highly overlapping owner demographic with K11's clientele—both are urban high-end "creative players" with a spirit of exploration and inspiration. This move into Shenzhen's first K11 store stems not only from a shared brand character and attitude with K11 but also represents a vivid presentation of smart's art co-creation and brand expression.
In the "Inspiration Trail" campaign, smart breaks conventional exhibition boundaries, transforming brand inspiration into three immersive exhibition zones, creating all-around new luxury trendsetting experiences including inspiration interactions, limited-edition perks, and user co-creation, inviting users to encounter urban inspiration and discover an undefined lifestyle in K11's "art district."
Urban art meets new luxury trends, smart invites you to explore the beauty of inspiration
In this "Inspiration Trail" campaign, smart's full lineup—smart #1, #3, and #5—gathers in trendy style, transforming into vessels of inspiration and injecting more pioneering art experiences into Shenzhen's Greater Bay Area: in the "Inspiration Realm" exhibition zone, smart's full lineup is on display, bringing friends a dual feast of urban visuals and senses; in the smart #5 Coffee Cinema area, a scenario-based experience space of coffee × film × intelligent mobility is created.
In this "Inspiration Trail" campaign, smart's full lineup—smart #1, #3, and #5—gathers in trendy style
At the event site, you can not only check in at any exhibition zone and scan the QR code to receive multiple inspiration gifts, but also use your check-in content to visit the #5 Coffee Cinema and redeem a cup of coffee, enjoying a relaxing moment amid inspiration. In addition, those who book a test drive of any smart model for the first time can also receive an exclusive test drive gift, experiencing smart's travel charm that combines artistic design, technological quality, and driving pleasure.
With "open your mind" as its origin, smart has long been committed to deep co-creation with art, brands, and users. From trendy market pop-ups and cross-industry IP collaborations to community co-creation and smart times events, smart continuously creates offline inspiration spaces, allowing more users to resonate with art in daily life and form emotional connections with the brand through inspiration.
From now until May 27, participate offline in the smart Inspiration Trail campaign, set off right away, unlock the check-in guide, join the #smart×K11 Inspiration Trail topic interaction, post your inspiration moments, and explore the inspiration trail together with smart.
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For the latest information, please visit
smart Global Media Center: https://media.smart.com/zh-chs/
smart Automobile Official Website: https://www.smart.cn/
Media Inquiries
Liu Tingting [email protected]
smart Brand Global Company Profile
Since the brand's birth in the 1990s, smart has always shouldered the vision of "exploring the best solution for future urban mobility." In 2019, smart Brand Global Company was officially established, upholding the development strategy of "dual core in China and Europe, global layout," committed to shaping smart into a leading global new luxury intelligent electric vehicle brand.
smart has now completed a comprehensive renewal of its brand, products, and business model. Under the new development framework of the brand's "all-domain leap," smart has renewed its "open your mind" brand proposition, advocating an optimistic and open attitude toward embracing diversity of thought, culture, and belief, and practicing inspiration through innovation. Its new generation of pure electric vehicles is led by the smart R&D team for engineering development, with the Mercedes-Benz Global Design Team responsible for design. smart has now launched three pure electric SUV models—the smart #1, smart #3, and the all-new smart #5—among which the all-new smart #5 marks smart's official entry into the luxury mid-size SUV market.
