Core Viewpoint - K11 ECOAST, a flagship project by K11 Group in Shenzhen, has faced significant public criticism since its soft opening on April 28, 2023, due to experience gaps, leasing controversies, and operational flaws despite being heavily invested in and anticipated as a cultural retail landmark in the Greater Bay Area [1][6][22]. Summary by Sections Project Overview - K11 ECOAST is positioned as a cultural retail landmark in the Greater Bay Area, with an investment of over 10 billion and seven years of development [1]. - The project spans over 220,000 square meters and is strategically located near the Shekou Cruise Homeport and Sea World [22][24]. Consumer Feedback - Many consumers expressed disappointment, stating that the experience did not meet their high expectations, with comments highlighting a lack of shopping and dining options [6][16]. - A resident noted that while the scenery is beautiful, the shopping and dining experiences were underwhelming, leading them to prefer nearby commercial centers [6][18]. Operational Challenges - The soft opening was described as rushed, with inadequate preparation leading to complaints about cleanliness, lighting, and restroom facilities [9][26]. - The layout and directional signage within the complex were criticized for being confusing, with many visitors unsure of how to navigate the space [13][20]. Brand and Leasing Status - The occupancy rate of K11 ECOAST is reported to be below 50%, with many anticipated high-end brands not yet present, leading to a perception of limited shopping options [20][21]. - Current tenants include more mainstream brands like Muji and Fei Dazhu, rather than the luxury brands initially promised [20][21]. Future Developments - K11 ECOAST is still in its initial trial operation phase, with plans for additional brand openings in the coming months and a second phase set to launch in 2026 [27]. - Despite the criticisms, the project has seen daily foot traffic exceeding 100,000, indicating a strong initial interest from the public [26][27].