Pacific Licensing Studio has been appointed the master licensee for The Metropolitan Museum of Art throughout Greater China, Southeast Asia and South Korea.
The company has confirmed its new role as exclusive master licensee for The Met for Greater China and as the exclusive licensing and commercial activation representative for Southeast Asia and South Korea.
Under the terms of the three-year appointment, PLS will work with local partners across the region to produce and distribute a wide range of products inspired by The Met collection.
Key categories include fashion, accessories, home furnishings, houseware, third-party promotions, plus high-end branded food and health and beauty items. The collaboration aims to bring authentic stories of art, history and culture housed in The Met to consumers across the region.
“This collaboration with PLS is a major step along our strategic path to expand The Met’s global reach and introduce its iconic brand to new audiences in Asia,” commented Josh Romm, global head of licensing at The Met. “By working together, we will create innovative products and experiences that resonate with a multitude of consumers and create unique opportunities for them to experience the Museum’s extensive holdings.”
This will be the first time The Met has appointed representatives in South East Asia and South Korea.
Neal Rudge, managing partner at Pacific Licensing Studio, continued: “We are delighted to partner with The Met in these markets and to continue to build on its existing presence in Greater China markets. This game-changing endeavor represents a significant milestone for our company, unlocking a world of cross-cultural connection and historic exploration for a wide range of customers.”
With a primary target audience of sophisticated consumers aged 22 to 36, PLS will initially focus on Greater China, South Korea, Thailand and Singapore. From there, the company plans to expand its reach to Indonesia, Philippines, Malaysia and Vietnam, capitalising on the growing demand for premium lifestyle products.
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