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Introducing Artelli and Brunello Cucinelli at New World Tower, Central’s revamped luxury hub

By Localiiz Branded | 27 April 2023

Header image courtesy of New World Development

Hong Kong’s ever-bustling Queen’s Road Central is home to all sorts of buildings, offices, and retailers, shaping one of the busiest streets in the business district. A little further along from its intersection with Duddell Street, just opposite the unmissable Landmark mall, is the long-standing commercial building New World Tower.

Originally housing offices and commercial practices, this stalwart has revamped and repositioned its tenant mix to add to the vibrant area’s growing art and retail scene. During the pandemic, consumption patterns and journeys have changed, with an increased demand for retail and expansion. Responding to this trend, New World Tower introduces two new tenants to its vicinity, each a leading figure in luxury retail and pioneering arts in the city, in hopes of building a robust community within its neighbourhood. Here’s everything you need to know about New World Tower, the revamped luxury hub of Central.

Photo: Artelli


As a pioneer in offering a multi-dimensional, premium space for all art lovers to revel in, Artelli opens its latest hub in the New World Tower to bring a series of contemporary art and cultural events and activities to the heart of Central. 

More than just an exhibition space, Artelli actively collaborates with artists to deliver projects of different natures, including exclusive debut collections of world-renowned figures in the art world, construction of metaverses, as well as displays of NFTs.

Artelli, Shop 18, G/F & LG/F, New World Tower, 16–18 Queen’s Road Central, Central

Photo: Artelli

Current exhibition: BE@RBRICK Worldwide Tour 3

For its inaugural exhibition in the new space, Artelli brings the adorable and trendy figures of BE@RBRICK all the way from Japan to our beloved city! As the first tour of this collection outside of Japan, gracing this first stop in New World Tower is the worldwide premiere of 100 exclusive BE@RBRICK limited editions created by various international artists.

Tickets to the exhibition can be purchased here. Catch the show before it ends!

When: 21 March–10 May

Photo: Brunello Cucinelli

Brunello Cucinelli

The Italian luxury fashion brand brings its latest store to New World Tower, which houses a revolutionising store concept. The Casa Cucinelli lifestyle experience in this stunning new location spans over 14,000 square feet across two floors. Upon arrival, visitors will find a comfortable retail space decorated to remind you of home.

The ground floor is dedicated to ready-to-wear collections by Brunello Cucinelli in a lounge-like space, complete with sofas and refreshments for shoppers. The upper floor of the store brings the concept of Casa Cucinelli to life with a VIP living room area, bar, changing room, kitchen, and dining area. The space is also completed with Sartoria Solomeo services.

Photo: Brunello Cucinelli

On their decision to bring the maison’s signature Casa Cucinelli experience to the bustling district of Central, and the choice to partner with New World Tower for the concept, Carolina Cucinelli, co-president and co-creative director of Brunello Cucinelli, said at the opening of the store, “For us, Casa Cucinelli is not just an exhibition space displaying our collections, but an environment to be lived in, to host our friends of the brand for private and intimate meetings, to spend time pleasantly, organise dinners and activities.”

Brunello Cucinelli, G/F, New World Tower II, 16–18 Queen’s Road Central, Central

Going forward

From here on out, it’s only good news and more inspiring plans in the pipeline. In the coming months, new tenants will be added to some of its office spaces in higher floors, bringing a fresh perspective to the location and its mixed-use future. Stay tuned for the latest updates at New World Tower during its revamp period and witness first-hand how its plans for tenant repositioning will help the building become a luxury hub in Central!

New World Development Company

Founded in 1970, New World Development Company Limited (“The Group”, Hong Kong stock code: 0017) was publicly listed in Hong Kong in 1972 and is a constituent stock of the Hong Kong Hang Seng Index. A premium brand infused with a unique personality best defined by The Artisanal Movement, New World Group’s core business areas include property development, property investment, road, construction and insurance. Its operations in Greater China, especially the Greater Bay Area, had a total asset value of approximately HK$621.9 billion as at 31 December 2022. The Group has an effective interest of approximately 61% in NWS Holdings Limited (Hong Kong stock code: 0659) and approximately 75% in New World Department Store China Limited (Hong Kong stock code: 0825) and wholly owns New World China Land Limited.

16–18 Queen’s Road Central, Central