NWD K11 Deepens Engagement with Premium Customers Through Comprehensive Upgrade to KLUB 11 Loyalty Programme Introducing a New Platinum Card Tier and Over 100 Exclusive Privileges to Elevate the Premium Experience
.PNG "K11 MUSEA's new VIP Lounge has also commenced operations this month, providing members with a more comfortable and elevated dedicated service space.")
.JPEG "The number of Black Card members also continued to grow steadily, with spending increased by more than 30% compared with the previous financial year, supporting continued momentum across watches, jewellery and international luxury brands.")
K11, a subsidiary of New World Development Company Limited ("New World Development" or the "Group", Hong Kong stock code: 00017), today announced a comprehensive upgrade to its KLUB 11 loyalty programme, effective 1 September 2026. Amid continued growth in Hong Kong's retail market, rising visitor arrivals and sustained increases in KLUB 11 member spending, K11 is introducing a new Platinum Card tier alongside enhanced membership privileges, including more than 100 year-round exclusive merchant offers. The upgraded programme is designed to deepen customer engagement, enhance its membership tiering and dedicated service system, and deliver a more in-depth, personalised and premium cultural-retail experience.
Horace Lam, Chief Executive Officer of K11 Hong Kong, said: “Cultural retail has always been at the core of K11’s vision, shaped by a distinctive positioning and innovative business model that resonates with both our brand partners and customers. As K11 MUSEA completes its latest trade mix enhancement, with a more curated selection of luxury and premium lifestyle brands, we are elevating the overall experience while unlocking greater customer value. In this context, the launch of the KLUB 11 Platinum Card is a natural next step—refining our membership offering, strengthening our connection with our most valued customers, and enabling more personalised and elevated cultural-retail experiences”
Key highlights of the KLUB 11 loyalty programme enhancement include:
• Introduction of a new Platinum Card membership tier
o For members with cumulative spending of HK$200,000 or above at K11 MUSEA or K11 Art Mall over a 12-month period
o Positioned between the Gold Card and Black Card tiers, with a higher K Dollar earn rate than the Gold Card tier
o Further enhances the membership progression pathway and caters to growing demand among mid- to high-end consumers for differentiated privileges, personalised services and premium consumption experiences
• Enhanced K Dollar earn rates for Black Card members on every purchase
• Elevated exclusive member privileges
o Additional complimentary daily parking hours for Platinum Card and Black Card members, providing enhanced accessibility and premium experiences
o More than 100 year-round exclusive merchant privileges, including members-only experiences, priority benefits, private shopping appointment services and personalised services
o Limited invitations to selected VIP and preview events for Platinum Card and Black Card members
o Curated dining privileges at Rosewood Hong Kong and K11 ARTUS for Platinum Card and Black Card members
In addition, the upgraded programme will optimise membership cycles and renewal requirements. K11 MUSEA's new VIP Lounge has also commenced operations this month, providing members with a more comfortable and elevated dedicated service space, further enhancing the overall membership experience.
Strong Spending Momentum Among High-Value Members, with the Top 10% of High-Spending Members Contributing over HK$1 Billion in Total Spending
According to the Group's data, during FY2026 (July 2025 to June 2026), both K11 MUSEA and K11 Art Mall achieved record-high footfall, while member spending continued to grow. Gold Card members recorded double-digit growth in spending during the financial year, with expenditure primarily concentrated in dining and beauty categories, reflecting sustained demand for quality lifestyles, refined consumption settings and personalised experiences.
The number of Black Card members also continued to grow steadily, with spending increased by more than 30% compared with the previous financial year. These members demonstrated a strong preference for leading international luxury brands, as well as watches and jewellery, driving 12 consecutive months of growth in watches and jewellery spending among K11 MUSEA members. Several renowned international luxury brands also achieved record sales over multiple consecutive months since opening. In addition, the top 10% of high-spending members contributed over HK$1 billion in total spending during the past year, fully reflecting the strong spending power of high-value members. With the enhancement of the KLUB 11 loyalty programme, K11 expects to further deepen engagement with premium customer segments and unlock customer spending potential.
Exclusive Luxury Brand Experiences Cater to Evolving Consumer Preferences
Last year, K11 MUSEA launched its brand upgrade programme, which includes the refurbishment of more than 30% of the its floor area and the introduction of over 60 new brands. More than 10 international luxury brands, including Miu Miu and Max Mara, have already joined the destination. Several watches, jewellery and leading international luxury brands have also hosted exclusive VIP experiences at K11 MUSEA, including Audemars Piguet's "Powerful Summer Party" at AP HOUSE and Balenciaga's Fall 26 Trunk Show at its new store. L'ÉCOLE, School of Jewelry Arts supported by Van Cleef & Arpels, has also established its Asia-Pacific campus at K11 MUSEA, offering regular courses, talks and exhibitions.
As customer expectations for retail experiences continue to evolve, demand for personalised services, exclusive privileges, and immersive experiences among premium customer segments has grown significantly. Through continuous optimisation of its brand portfolio, deepening member engagement, and curating a diverse range of exclusive experiential events, K11 remains well positioned to respond to changing consumer preferences. The enhancement of the KLUB 11 loyalty programme will further increase customer engagement, elevate the overall consumer experience, and enhance brand stickiness, reinforcing K11 MUSEA's position as a pioneering international cultural-retail landmark.
In addition, K11 Art Mall continues to offer a diverse selection of sports fashion, lifestyle and collectible toy brands, catering to the evolving preferences of different customer segments, further strengthening K11's cultural-retail ecosystem in Hong Kong.