ALO drops HK flagship with drone show and Jisoo

US yoga and activewear brand ALO has celebrated its first Greater China flagship at Hong Kong’s K11 MUSEA with a Victoria Harbour drone show and a surprise  appearance by BLACKPINK's Jisoo. The new harbourfront store covers over 7,000 square feet across two floors.

To mark the flagship store's opening, ALO brought in global ambassador Jisoo of K-pop girl group BLACKPINK, alongside a drone show over Victoria Harbour in which thousands of synchronised drones lit up the sky.

The opening celebrations, featuring a 3,000-drone performance and wellness activities such as sound healing, journal customisation, aura photography and fashion sketches, were attended by Jisoo as well as models Ming Xi and Stella Maxwell.

Based in Los Angeles, ALO has been actively expanding across Asia in recent years and entered Greater China this year, with plans to open nine new stores across Hong Kong, Shanghai, Beijing, Shenzhen, Hangzhou, Chengdu and Macau.

The ALO Hong Kong flagship store opened at the end of September, and its cumulative sales in the first week approached HK$20 million, setting the highest opening sales record at K11 MUSEA outside the jewellery and watch category, according to local media such as SCMP and HKEJ. 

K11 Concepts chief executive officer Horace Lam told local media that the store has been well received by both locals and tourists since its opening at the end of last month, with local residents accounting for about 40% of spending and tourists about 60%.

ALO's brand positioning, which combines fashion and healthy lifestyle, aligns closely with K11 MUSEA's strategic direction of bringing together luxury retail and lifestyle experiences, according to Lam. The strong opening performance of ALO's first Greater China store marks another step forward in K11 MUSEA's ongoing brand upgrade and optimisation strategy, reflecting that its carefully curated brand mix is well received by young high-net-worth customers and further consolidating K11 MUSEA's position as the preferred destination for international brands entering Greater China.

MARKETING-INTERACTIVE has reached out to ALO for more information.

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