EVENT DESCRIPTION
Daytime Parties have taken the globe by storm, as they balance well between revelries and wellness by swapping neon nights for sunlit celebrations and spirits for espresso. This fall, K11 MUSEA channels that electrifying energy into its new BEATS, BURNS & BREWS campaign, which is the city’s largest Sport x Music City Rave Series. In collaboration with seven bespoke sports and fashion brands including adidas, HOKA, lululemon, Mardi Mercredi, NBA ATELIER, On, and Wilson, as well as avant-garde daylight-rave pioneer Social Club Series, it presents an exhilarating fusion of high-octane fitness, gourmet coffee creations, and heart-pounding rhythms, turning K11 MUSEA into a vibrant playground in the heart of the city. In addition to the excitement is the lineup of exclusive pop-up stores and bespoke activations, curating a two-month-long sports-fashion celebration.
PROGRAMME
- September 19 – The First After Mall Hours: Night Run & Rave
Kick off your weekend with adidas’s harbourfront night run along Victoria Harbour, then dive into an exclusive, after-closing-time rave at K11 MUSEA. Under pulsing beats and immersive lighting, discover the magic of our secret playground.
Time: 9PM – 12:30AM
Dress Code: Cool Runner - September 21 – Yoga & Rave
Recharge your mind and body in a verdant urban oasis. Flow through dynamic yoga led by Korean fashion brand Mardi Mercredi, then let the golden hour guide you into a laid-back lawn party. Sip Mardi Mercredi’s tailor-made “Taboocha” and indulge in Fortnum & Mason’s classic biscuits as dusk descends.
Time: 2PM – 7PM
Dress Code: Pink Sporty
Special Surprise: All attendees receive a Mardi Mercredi voucher for use at K11 MUSEA store, while Yoga session participants receive a K11 MUSEA exclusive umbrella (terms and conditions apply). - October 5 – Coffee & Waffle Rave
Elevate your weekend with a cheeky morning of coffee, waffles, and energy. Following its recent Hong Kong debut, tennis brand Wilson introduces court-chic to everyday styling by incorporating Tennis Core into the event dress code. Win home a Wilson cap by participating in playful on-site games.
Time: 9:30AM – 12:30PM
Dress Code: Tennis Core - October 18 – Odyssey by the Sea
The grand finale unfolds atop the iconic Victoria Harbour skyline. Expect a surprise pop-up from the city’s fitness community Sober Sweat, guiding you through style-driven workouts. Dance to upbeat music from international DJs from Canada, Australia and South Korea, including Toronto’s rising star DJ DCR Milda renowned for blending house and hip-hop. The dress code is retro jersey, with NBA ATELIER offering inspiration for creative mix & match styling.
Time: 3PM – 8PM
Dress Code: Jersey Style
Prepare for more excitement with premium sports brands HOKA and ON! They’re bringing exclusive experiences that will continue the energetic atmosphere throughout October and November.
Tickets for all events are being released in phases through the Social Club Series platform.
