British designer Kim Jones OBE has chosen Central Yards in Hong Kong for the first global flagship of his eponymous brand, anchoring Henderson Land’s landmark New Central Harbourfront development.
Jones is one of the most defining designers of his generation, bridging luxury and street culture, and making his mark at Louis Vuitton, Dior Men’s, and Fendi. In 2026, he launched his own label with items predominantly made in Japan.
Hong Kong might come as a surprising choice, but Jones’ connection to Hong Kong has endured for nearly two decades. When he was the creative designer of Dunhill, he travelled to Hong Kong about three times a year to learn and observe the tailoring trade. As he returns to Hong Kong for his global flagship store, he is compelled by the city’s unique identity and its people’s sophisticated discernment of fashion and design.
Phase 1 of Central Yards will feature approximately 300,000 square feet of retail space in a street-like environment that connects indoor and outdoor spaces. The KIM JONES flagship will span 4,000 square feet across two levels, as one of five ‘signature duplex concept maisons’ at Central Yards. With open terraces, internal staircases and indoor-outdoor entrances, the flagship is envisioned as a reflection of Jones’ own home as he continually rotates artwork and furniture to reflect his tastes and interests.
Ahead of Central Yards’ Phase 1 opening in October 2027, Jones shares his vision for the global flagship store and why Central Yards is its right home.
Central Yards is being celebrated as a massive, horizontal ‘groundscraper’ rather than a traditional vertical tower. Why was this unique layout the right home for your first global store, and why is now the ideal moment to establish a permanent footprint here?
I’ve always had a very strong relationship with Asia, going right back to my first label, which was particularly successful in Japan. Hong Kong is somewhere I’ve spent a lot of time over the years, and I’ve always loved the energy of the city.
Central Yards is an exciting project, and the scale of the space gives us the opportunity to create something quite different. I’ve spent over 20 years working for other houses, and now feels like the right time to build something of my own.
What specific feeling or atmosphere do you want visitors to experience when they step inside this new physical space?
I want it to feel like you’re walking into my home. I’ve always collected art, furniture and objects, and those things are as much a part of my world as fashion. There will be pieces from my own collection in the store, and I want people to be able to spend time there and discover things. It’s about creating an environment that feels personal, where everything has a reason for being there.
How does the unique pulse of Hong Kong inspire or shape your creative vision for the brand?
Night view of Victoria Harbour from Central Yards rooftop
Hong Kong has an incredible mix of cultures and people, and I’ve always found that interesting. It’s a very international city, and people have a real understanding of fashion and design.
I’ve always been interested in how people actually live and what they want to wear. With this label, we’re thinking about a complete wardrobe, from tailoring to more casual pieces, and things that work for different occasions. I think that’s particularly relevant to a city like Hong Kong.
Will this global store serve as a canvas for regional artist collaborations or exclusive, hyper-local collections?
Absolutely, I’d love to explore that. Working with artists and creatives has always been a huge part of what I do, and one of the most exciting things about having my own label is the freedom to collaborate with people I admire. I want the store to evolve and for there to always be something interesting happening. There’s so much creativity across Asia, and I’m looking forward to seeing what we can do together.
Compared to when you first visited Hong Kong, what has stood out to you most about how the city’s creative or retail scene has evolved?
I think there’s much more confidence in local creativity now, and that’s really exciting to see. People have a very strong sense of their own style, and there’s a real appreciation for quality and design.
I’ve always loved how international Hong Kong is, but there’s also a very distinct identity to the city. It’s constantly changing, and I think that’s what makes it such an interesting place to be.
Editor
VOGUE HONG KONG
