National Gallery expands in Asia with cafes and pop-ups in answer to today's 'fast fashion' culture

The heritage brand will be taking the classic works of Degas, Monet and Van Gogh to hot spots in the territory via its Delicious Art IP which will form the basis of a new cafe in Seoul in South Korea this November.
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It’s been heralded as the art world’s retort to the ‘fast fashion culture of today,’ as the National Gallery looks towards brand expansion through a series of new pop ups and cafes in Asia.

The heritage brand will be taking the classic works of Degas, Monet and Van Gogh to hot spots in the territory via its Delicious Art IP which will form the basis of a new cafe in Seoul in South Korea this November.

The cafe will feature replica western masterpieces from the likes of Degas, Monet and Van Gogh with art-inspired produce as well as presenting the chance for fans to purchase National Gallery merchandise.

It will be followed by the launch of its first pop-up store in Guangzhou in China via its master licensee Alfilo brands. The experiential space will feature digital assets and replicas and is all part of the National Gallery’s view to grow the brand’s awareness in the region.

The move has been billed by the National Gallery Company’s buying and licensing director, Judith Mather, as its own response to today’s growing ‘fast fashion’ culture while presenting timeless masterpieces for current consumer trends.

“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,” Mather tells Licensing.biz. “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’s Delicious Art range launched in 2010 with a collection of chocolate bars and wines. Over the last three years, it has grown significantly with licensees such as IG Design Group. The licensing of the sub-brand is managed by JELC, who also looks after the National Gallery licensing programme.

“The National Gallery and Delicious Art make consumers look at art with fresh eyes. It introduces consumers to the paintings,” said Mather.

While the outfit champions the heritage and pedigree of what The National Gallery stands for, it is also working to maintain a connection with the trends and habits of consumers today with a successful print on demand service that allows them to reproduce paintings in the collection on a variety of products.

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