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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."

RELATED STORIES
MORE NEWS
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The Museo Regional de Tarapacá in the Atacama Desert, Chile, has been reimagined by architect Daniel Libeskind’s practice Studio Libeskind.
Compagnie des Alpes acquires Austrian theme park Familypark
French theme park and ski resort operator Compagnie des Alpes (CDA) has acquired Austria's Familypark in a deal worth €72.5m (US$82m, £62.3m).
Planning permission granted for vast £200m adventure resort in South Wales
Neath Port Talbot council has greenlit plans for the Afan Valley Adventure Resort – a highly anticipated leisure destination set to rise on a 325-acre former forestry plantation in South Wales.
New Rockhampton art gallery goes ahead as government funding announced
The award of a federal government funding grant to the tune of AU$10m (US$7.1m, €6.25m, £5.35m) will see plans advance for the development of a new site for the Rockhampton Art Gallery in Rockhampton, Queensland, Australia.
+ More news   
LATEST JOBS
Catering Manager
Welsh Water
Salary: £32,392 - £37,027
Job location: Conwy, UK
Retail Manager
The Silverstone Experience
Salary: Up to £30,000 pa
Job location: Silverstone, Towcester, UK
Human Resource Manager
Eureka
Salary: Circa £32,000 per annum
Job location: Halifax, UK
Assistant Director Visitor and Site Operations
Eureka
Salary: Circa £42,000 per annum
Job location: Halifax, UK
Attraction Manager - Conwy
Welsh Water
Salary: £39,966 - £46,960
Job location: Conwy, UK
Attraction Manager - Powys
Welsh Water
Salary: £39,966 - £46,960
Job location: Rhayader, UK
+ More jobs  
 


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

©Cybertrek 2019

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