A unique addition to the K11 Art Mall membership programme, Uth KLUB was created specially for the Gen Z population in Hong Kong. Focused on providing exclusive art, cultural, and career development experiences, Uth KLUB offers a wide array of privileges with youth appeal.

Spotlighting individuality, a series of six personalities were conceived to illustrate the dynamic realm of Uth KLUB, which also function as experiential embodiments of K11 Art Mall: The Foodie, The Fashionista, The Intellect, The Aesthete, The Athlete, and The Techie. Each personality is brought to life through vibrant illustrations of symbolic objects representative of the personas. The illustrations are collaged into a set of digital card faces that members can personalise to represent themselves and their interests on the K11 Mobile App. Completing the brand identity is a logo that depicts the lively and distinctive nature of Uth KLUB, positioning the membership programme uniquely within the broader sphere of the K11 world.