The National Gallery has opened a cafe in Seoul, South Korea, branded to its Delicious Art IP. It is part of moves to extend the brand into Asia.
The cafe features replica artworks including works by Degas, Monet and Van-Gogh. It also sells art-inspired produce and merchandise.
Cocktails are inspired by different artists including Van Gogh, Gauguin and Cezanne, while food is inspired by a blend of Asian tastes and European art.
Judith Mather, buying and merchandising director at The National Gallery Company, said: “This is a very exciting project opening the first Delicious Art international cafe in South Korea.
“This is great for the global reach of the Delicious Art brand and the National Gallery, London. I am looking forward to opening other cafes in the region in 2019.”
Brand movement into China and Asia
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.