The National Gallery Company is expanding its offering in Asia with the opening of a new cafe in Seoul, South Korea.
Located in the Lotte Shopping Mall and branded under Delicious Art, this is the National Gallery’s first international cafe.
The National Gallery Delicious Art cafe was designed by creatives Teo Yang Studio, who throughout the project made reference to the architecture of the National Gallery building in London. The space features an oversized replica of Monet’s The Water-Lily Pond and Van Gogh’s Van Gogh’s Chair.
Meanwhile, food and drink packaging corresponds to existing Delicious Art branding and ties in with the aesthetic of the National Gallery in London.
Menu choices include cocktails inspired by different Impressionist artists such as Van Gogh, Gauguin and Cezanne, while food reflects the cafe’s blend of Asian tastes and European art.
A central display of National Gallery literature provides an area for customers to read about the museum and its artwork, while merchandise includes ceramic mugs, postcards and books.
The National Gallery’s Delicious Art range launched in 2010 and includes wine, chocolates, vintage champagne, loose teas, gourmet jams and chutneys which are stocked at the National Gallery shops and online.
Over the last three years, the range has been developed with one of its UK licensees, the IG Design Group, while JELC is the licensing agent appointed to develop the National Gallery Company licensing programme.
The licensee for all National Gallery Delicious Art activity in the Asian region is Infiniss Ltd.
Eunie Lee, managing director of Infiniss, said: “I am very fortunate to be a part of the Delicious Art cafe project in Seoul, Korea. Not only is it a very prestigious opportunity to work with the National Gallery, but to be able to develop and operate a cafe located in one of Korea’s landmarks is my great honour.
“My personal hope is that every single customer at the Delicious Art cafe will enjoy a variety of great art work, experience the best drinks and desserts, and feel happier.”
Judith Mather, buying and merchandising director at The National Gallery Company, added: “This is a very exciting project opening the first Delicious Art international cafe in South Korea.
“This is great for the global reach of the Delicious Art brand and the National Gallery, London. I am looking forward to opening other cafes in the region in 2019.”