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National Gallery using licence to pop-up in Asia with classics
POSTED 08 Nov 2018 . BY Luke Cloherty
London’s National Gallery has revealed plans to open a series of pop-up "gallery cafés" across Asia, mixing famous pieces of art with a food and beverage offer.

To be operated under its Delicious Art brand, the outlets will “celebrate the excellence of high-quality food and drink and the magnificence of the gallery’s paintings”, selling fine wines, gins, chocolate and other consumables.

The first Delicious Art site is set to open in Seoul, South Korea this month, which will feature replica pieces from artists including Degas, Monet and Van Gogh, as well as art-inspired produce and National Gallery merchandise.

It will follow this up with the launch of its first pop-up store in Guangzhou, China that will feature digital installations and further replicas.

National Gallery Company buying and licensing director Judith Mather has described the move as the gallery’s response to today’s fast fashion culture and told Licensing.biz: "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."

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NEWS
National Gallery using licence to pop-up in Asia with classics
POSTED 08 Nov 2018 . BY Luke Cloherty
London’s National Gallery has revealed plans to open a series of pop-up "gallery cafés" across Asia, mixing famous pieces of art with a food and beverage offer.

To be operated under its Delicious Art brand, the outlets will “celebrate the excellence of high-quality food and drink and the magnificence of the gallery’s paintings”, selling fine wines, gins, chocolate and other consumables.

The first Delicious Art site is set to open in Seoul, South Korea this month, which will feature replica pieces from artists including Degas, Monet and Van Gogh, as well as art-inspired produce and National Gallery merchandise.

It will follow this up with the launch of its first pop-up store in Guangzhou, China that will feature digital installations and further replicas.

National Gallery Company buying and licensing director Judith Mather has described the move as the gallery’s response to today’s fast fashion culture and told Licensing.biz: "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."

MORE NEWS
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In a move that takes Disneyland Paris somewhat closer to its Florida brother in terms of technological sophistication, the French theme park has launched a new wireless system allowing guests to pay more easily for everything from park tickets to food.
Major new waterpark opens doors in Johannesburg
Africa’s biggest wave machine is one of the major attractions at the newly-opened Happy Island Waterworld in Johannesburg, South Africa.
Greensboro Science Centre expansion pushes forward with new attractions to open this year
Work is progressing on the expansion of the Greensboro Science Centre (GSC) in North Carolina, US, with a number of new additions scheduled to open in 2019 as part of the multi-million dollar project.
UK culture gets £20m investment
Local culture, heritage and creative industries in five parts of the UK are set to benefit from a share of £20m (US$25.77m, €22.65m), with funding awarded by the UK Government’s Department for Digital, Culture, Media and Sport (DCMS).
+ More news   
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Live Borders
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Job location: Galashiels, UK
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Longleat
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Job location: Longleat, Warminster, UK
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Legoland
Salary: Competitive
Job location: Goshen, New York, USA
Operations Manager
Sea Life
Salary: Competitive
Job location: Concord, North Carolina, USA
Facilities Manager
Madame Tussauds
Salary: Competitive
Job location: San Francisco, CA, USA
Guest Experience Manager
Legoland
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Job location: Atlanta, Georgia, USA
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