K11 Atelier King's Road rolls out Project ALPHA to nurture HK creator economy

K11 Atelier King's Road has launched Project ALPHA to connect creators from all walks of life, offering an incubation and community programme to help them upskill. The programme is aimed at connecting creators from Web 3.0 and future industries, and empowering them to be metaverse-ready with an industry network, learning opportunities and resources to create business and social impact.

It is also designed to aid Hong Kong in shifting its focus from financial and tertiary services to developing a creator economy in the metaverse by placing greater emphasis on innovation, particularly in the aspects of pharmaceutical development and life sciences. To achieve this goal, K11 Atelier King's Road is also nurturing the next generation by providing them with the platform, space and opportunities to create brands and products while building values of sharing to grow together in society.

A series of community programmes will be offered. For example, bi-monthly forums with topics around the new economy such as NFT, crypto, fintech, healthtech, AI, blockchain, gaming, and metaverse will be launched, in addition to opportunities for networking, business execution and brand exposure. 

Participants of the project can also connect with K11 properties, the office community and the wider New World ecosystem. Regular meet-ups with industry leaders and idea sharing sessions with entrepreneurs to brainstorm go-to-market strategies will also be provided. They can also enjoy year-round business referral and integrated support within the New World ecosystem, incubator Eureka Nova and accelerator Impact Kommons. 

Project ALPHA also received support from industry players in the metaverse and NFT scene - The Sandbox's parent company Animoca Brands, Green NFT platform Articoin, and integrated NFT cultural and art tech platform BlueArk. MARKETING-INTERACTIVE has reached out to K11 Atelier for additional information.

Meanwhile, Adrian Cheng, CEO and executive vice chairman of New World Development, K11's developer, has also personally invested in The Sandbox. Cheng's investment last December offers virtual real estate "LAND NFTs" in the open metaverse.

Cheng's "LAND" will be one of the biggest plots in The Sandbox, and form part of the "Mega City" virtual world, which will include his Innovation Hub. The landmark of the Innovation Hub will be the GBA Pavilion, a centre propagating creativity and futuristic vision to showcase the successes of various Greater Bay Area start-ups, including include Aesir, Casetify, Lalamove, DayDayCook and Prenetics.

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