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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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Jobs . News . Products . Magazine
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."

RELATED STORIES
MORE NEWS
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Architecture firms Snøhetta and Blight Rayner have won an international competition to design an AU$150m (US$103.8m, €90m, £81.4m) theatre for the Queensland Performing Arts Centre (QPAC) in Brisbane, Australia.
Kew Gardens opens giant natural play zone
Inspired to encourage children to develop a lasting relationship with plants and nature, Royal Botanic Gardens, Kew in London is all set to open its giant new Children’s Garden to the public this weekend (18 May).
IAAPA returns to Shanghai in June with rebranded Asian expo
Formerly the Asian Attractions Expo, (AAE) the newly-rechristened IAAPA Expo Asia (IEA) takes its first steps under its new name from 11-14 June.
17th annual Museums and Heritage awards honour 'innovative and ground-breaking initiatives'
The winners of the Museums + Heritage Awards were announced in London last night (15 May), with museums large and small being honoured and Sir David Attenborough picking up a Special Recognition Award.
+ More news   
LATEST JOBS
Interpretation and Engagement Manager
Chatsworth House
Salary: Competitive
Job location: Bakewell, UK
Children's Garden Hosts
Royal Botanic Gardens Kew
Salary: £18,589 per annum pro rata
Job location: Richmond, UK
Duty Manager
Dinotropolis
Salary: £20-£25K depending on experience.
Job location: Dartford, UK
Operations Manager
Wild Life
Salary: Competitive
Job location: Whitsundays QLD, Australia
Head of Central Scheduling and Planning
Merlin Entertainments Group
Salary: Competitive
Job location: Goshen, New York, USA
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Merlin Entertainments Group
Salary: Competitive
Job location: Goshen, New York, USA
+ More jobs  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

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