MACKAGE, a high-end luxury outerwear brand from Montreal, Canada opened its first Asia flagship at K11 MUSEA in Hong Kong by celebrating the brand’s 20th anniversary. Inspired by his brothers’ experience in the leather industry, Eran Elfassy founded MACKAGE in 1999. Two years later, Elisa Dahan joined him and, together, they developed one of the most prestigious contemporary outerwear brands worldwide. Their mission was clear: to elevate outerwear with a unique balance between fashion and function.
The new flagship brings the brand’s unique modern ski chalet concept to K11 MUSEA in the heart of Hong Kong’s Victoria Dockside. Stepping into the 153-square-meter space, subtle sculptural references to snow and ice are expressed in noble materials to resemble a warm cocoon from the elements. The black Nero Marquina herringbone floor and splashes of white Statuario marble add a quiet sophistication to the gallery of collections, while the striking aqua-green hues of Alex Cornell’s Flipped Iceberg flood the space with warmth.
The store features exclusive installments of polished stainless-steel panels and oversized mirrors, bringing modern sophistication which complement the artistic essence of K11 MUSEA. Outside, the wall façade transforms into a one-of-a-kind artistic creation that mimics the elegance and edge of iceberg formations.
“MACKAGE was created around the belief that outerwear is an integral element of fashion. When the weather calls for layering, a coat isn’t just part of an outfit-- it becomes the outfit itself.” – MACKAGE's Co-Chief Creative Officers Eran Elfassy and Elisa Dahan
MACKAGE collections combine the finest leather, down, and wool with tailored silhouettes and precision detail. Over the past two decades, MACKAGE has become the outerwear of choice for many international celebrities, including Duchess Meghan Markle, supermodel Gigi Hadid, Golden Globe Winner Emily Blunt, actress Emma Watson, singer Madonna, and actor Zac Efron, who have all been spotted in the brand’s signature V-trim down jackets, wool coats, and leather jackets.
“As a unique cultural-retail destination, K11 MUSEA is devoted to bringing multiple new experiences, which is exactly what we pursue. Together, we look forward to instilling vitality and surprises for our customers in Hong Kong and rest of Asia.” – MACKAGE's Co-Chief Creative Officers Eran Elfassy and Elisa Dahan
The MACKAGE flagship at K11 MUSEA crafts an intimate shop experience that reflects its visionary spirit and marks a milestone for the brand as it becomes a global luxury outerwear destination in the new cultural-retail landmark for Hong Kong and rest of Asia.