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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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St Louis Zoo is planning to add a US$80m (€70.6m, £62.4m) expansion which would house a new breeding facility as well as new outdoor visitor experiences.
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The Themed Entertainment Association (TEA) has revealed the winners of this year's Thea Awards.
IAAPA 2018: WhiteWater and Cirque du Soleil announce plans to 'redefine' waterpark experience
WhiteWater West and Cirque Du Soleil have announced a brand new partnership to bring Cirque-themed waterparks to life in multiple locations worldwide.
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The Ullen Centre for Contemporary Art (UCCA) has opened a sandcastle-like museum outside Beijing on China’s Gold Coast.
+ More news   
LATEST JOBS
Area Commercial Manager
Continuum Attractions
Salary: Competitive Salary and Benefits
Job location: North of England and Scotland, UK
Director of Operations
Legoland
Salary: Competitive
Job location: California, USA
Food and Beverage Manager
NAMCO UK Ltd
Salary: Negotiable depending on experience
Job location: Manchester, UK
Sales and Events Manager
NAMCO UK Ltd
Salary: Negotiable depending on experience
Job location: Manchester, UK
Bowling Technician
NAMCO UK Ltd
Salary: Negotiable depending on experience
Job location: Manchester, UK
Evening Duty/Bar Manager
Parkwood Leisure
Salary: £9 per hour
Job location: Longridge, Preston, UK
+ More jobs  
 


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Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

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