Pico Play announces joint venture partnership with K11 Group

Versions of this article appears Blooloop.

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Pico Play, a global leader in the planning, design, development and construction of world-class themed attractions and entertainment, has entered into a brand-new joint venture with K11 Group. This will deliver a thrilling dose of action and adventure to 11 SKIES, Hong Kong’s largest retailtainment landmark, located next to Hong Kong International Airport (HKIA).

The two globally respected organisations are working together to deliver Axtion City, an immersive attraction that will entertain visitors to the one-stop retail, dining and entertainment destination.

It marks Pico Group’s first joint venture with K11 Group with the company managing the project end-to-end from concept and business planning to design and build, also establishing the operations team. Pico Play is the team within Pico Group responsible for overseeing the development of Axtion City.

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A natural collaboration

Pico Play director Darren McLean says that the collaboration was a natural synergy between the global leader in planning, designing, developing and constructing world-class themed attractions and entertainment and K11 Group, a pioneer in developing Cultural Commerce eco-systems. He adds that Axtion City’s strong business model presented an exciting collaboration with K11 Group and investment opportunity for Pico Play and Pico Group:

“This joint venture establishes a collaboration with the potential to flow on to other attractions, events and activations for 11 SKIES and other K11 Group developments. There is a genuine alignment and strong trust between all parties and this joint venture provides a firm foundation for a longer-term collaboration.”

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11 SKIES to transform Hong Kong International Airport

Developed by New World Development Group and operated by K11 Group, 11 SKIES is an integral part of the SKYCITY integrated development project, set to transform HKIA from a city airport to Airport City.

With a total gross floor area of more than 353,000 sqm, 11 SKIES is home to 800 shops including 120 dining concepts, Hong Kong’s largest indoor entertainment hub and three office towers providing professional services.

Strategically located between HKIA and Hong Kong-Zhuhai-Macao Bridge connecting to the Greater Bay Area (GBA), 11 SKIES is perfectly positioned to attract Hong Kong residents, GBA visitors and international travellers and tourists.

The joint venture will create adrenaline-boosting experiences for the young and young at heart, contributing to a well-rounded entertainment experience for all ages. While the specifics of Axtion City are under wraps for now, McLean hints that the attraction will see visitors “take part in a range of missions and challenges to release their hero within”.

Construction has commenced with Pico Play’s fabrication facilities in Johor, Malaysia and Hai Phong, Vietnam creating key components of the project. Axtion City will open to the public in 2025.

“Pico Group is a global leader in total brand activation. We specialise in creating memorable experience that activate brands, bringing them to life by engaging people. With a proven track record of more than five decades, we have undertaken a range of projects including a project at the theme park on Lantau Island in Hong Kong and Legoland parks across China,” says McLean. “Our joint venture with K11 Group will further cement our presence in the region and enable us to continue growing our footprint.”

Earlier this year, Pico Play created, designed and installed a unique indoor water experience for HomeTeamNS Water Park in Singapore.

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