National Gallery continues China expansion with latest pop-up store

The National Gallery is continuing to expand its activity in China with the opening of the second National Gallery Pop-Up Store and its participation in JD Global Museum Day

The National Gallery Company has recently opened the National Gallery Store in the Sky, situated on the 116th floor of Shenzhen Pin An Financial Centre.

Created in a collaboration with Alfilo Brands, master licensee in China, and after the success of the first pop-up store in Guangzhou, the second pop-up store is part of the next exciting phase for the National Gallery Company, raising its profile in one of the world’s biggest markets and attracting more Chinese and East Asian visitors to the National Gallery in London.

Approximately 300,000 Chinese visitors come to the National Gallery every year, and with this new global activity, the potential amount of visitors could grow to 1 million.

In the Western European Masterpieces interactive installation, visitors are able to view replicas from some of the National Gallery’s most precious pieces, including works from Titian, Monet and Van Gogh. Visitors can immerse themselves in artist-inspired room sets, and learn more about the paintings and artists as well as purchase related art-inspired products.

The National Gallery has also participated in China’s first Global Musem Day, held on October 21 and launched by, the largest self-operated e-commerce platform in China.

The work of a collaboration with Alfilo Brands, the exclusive master licensee of Global Culture and Art Intellectual Property (IP), China’s first ‘Global Museum day’ tapped the expertise of Alfilo Brands to develop the National Gallery’s IP resources enabling it to expand into the commercial space and to collaborate with leading brands to transform the museums’ objects into products that consumers want.

The National Gallery launched co-branded products with Swisse, Biostime, Comfort and Oral B and co-sponsored the event with The Metropolitan Museum of Art, New York, the V&A, London, and the Museum of Fine Arts, Boston. The event generated 1 billion brand impressions in the China market.

“We are delighted to be embarking on our next phase of expansion in China with Alfilo brands. The pop up store shows real innovation and showcases our collection and products in a new and exciting setting,” said Judith Mather, buying and licensing director, National Gallery Company.

Founder of Alfilo Brands, Yizan He, added: “We are excited to partner with National Gallery for the JD Super IP Day which is one of the most important shopping days for Not only did we feature select masterpieces from the National Gallery, but also introduced various licensed product collections that are inspired by the works to Chinese consumers.  Meanwhile, the grand opening of the National Gallery Store in the Sky offers Chinese consumers a fully immersive and interactive retail experience that is both unique and engaging.”


About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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