K11, a high-end lifestyle brand under the New World Group, merged art with commerce to create a sustainable “Art X Commerce” business model – K11 Guangzhou. K11’s fourth global Art Mall, launched with the theme “Where are you going tonight – To where the light is” in 2018, used the integrated theme of “light” to run through the warm-up, soft opening and post opening. The five-month campaign attracted national and international media attention, and great consumer engagement, both online and offline. K11 Guangzhou established a rapport between the local and international art communities by providing a platform for local artists and art lovers to connect with the international art scene and encourage the free flow of ideas across countries and cultures. It targeted millennials to use modern, stylish story-telling to drive maximum buzz among youth, as well as create an unforgettable experience to drive curiosity and word-of-mouth through the “Light Tour” activity. The 360°online and offline communication maximized the reach and increased the youth engagement – the alluring visual content provided immersive communication experience through print, website, social, video, live-broadcasting in art, finance and real estate industries. Within five months, the campaign generated more than 270 media articles and 100% brand mention. The first week attracted 120, 000 visitors. In the seven months following the soft opening in March 2018 K11 Guangzhou received over 10 million visitors.