The National Gallery will open pop ups and cafes in Asia via its Delicious Art IP to expand its brand’s reach.
The National Gallery will open a cafe in Seoul, South Korea, branded to its Delicious Art IP in November. It will feature replica artworks including works by Degas, Monet and Van-Gogh. It will also sell art-inspired produce and merchandise.
Under their licensee Alfilo, the National Gallery will launch its first pop-up store in Guangzhou, China. It will feature digital assets and replicas of famous artworks. The company hopes it will boost brand awareness of the National Gallery in the region.
In August, The National Gallery begun its 5-year plan to enter the Chinese market with a takeover of Shanghai Metro Station.
The Shanghai Metro takeover was part of the brand’s entrance into the Chinese market. The campaign marks the start of a 5-year project to build brand awareness and licencing revenue in China.
The gallery highlighted some of its most famous artworks on a 30 metre long advertising panel. The panel was named ‘Cultural and art corridor’. The advertising panel was located in Shanghai Metro station, and included works by Van Gogh, Da Vinci and Monet.
Speaking to Licensing.biz, National Gallery Company’s buying and licensing director, Judith Mather, said: “There is a greater consumer demand for art and heritage licensing today, and I think it’s because consumers want a product that has a heritage feel. The profits raised go back to a much-loved institution to maintain it for future generations, which is also a big appeal.”
“The National Gallery and Delicious Art make consumers look at art with fresh eyes. It introduces consumers to the paintings.”
Yesterday, Chinese tech giant Tencent revealed plans to integrate elements of traditional Chinese culture into its technological offerings.
Image courtesy National Gallery
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