This ad will be closed automatically in X seconds.

V&A adds Shanghai experience-based stores

Museum working closely with Museum & Galleries Collection on new pop-up stores in China.

The V&A has collaborated with Museums & Galleries Collection to launch its first experience-based stores in China.

The museum now has a physical presence in two of Shanghai’s most popular destinations for shopping and leisure, Grand Town and Xintiandi Plaza.

Each store will be open for eight weeks, with the grand opening on the December 7 attended by Lisa Zhang, co-founder and senior partner of Alfilo Brands; Lauren Sizeland, head of business development and licensing at the V&A; and Matthew Knowles, area director of East China at British Council.

Museums & Galleries Collection is the lifestyle and retail brand of Alfilo Brands and the V&A’s licensing partner in Greater China.

The theme of the V&A’s two pop-up stores is Art Deco, looking to the museum’s recent exhibition Ocean Liners: Speed & Style which celebrated the golden age of ocean travel in the 1920s and 30s.

The stores present the theme of Art Deco through three main categories: promotional posters, furniture and fashion illustrations. In addition, there are licensed products inspired by the V&A’s rich resource of Art Deco artefacts. Replicas and merchandise are available to order in advance in-store or online.

“One of the founding missions of the V&A was to make art available to all and these stores will make our collection accessible to a new audience,” commented Lauren. “We invite consumers to immerse themselves in art and design history, and to discover the incredible stories from our archives.

“The licensing programme and our collaboration with Alfilo Brands will continue this mission by encouraging innovation and high-quality design in the products we create.”

Alfilo Brands’ Lisa Zhang added: “We are excited to add the V&A to Museums & Galleries Collection’s experience-based store portfolio. Through experience based retail, we want to introduce the amazing collections of the world’s top museums to a wider audience in China.

“Arts add aesthetic value to licensed merchandise while tie-ins with brands and retail make arts more accessible to people.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
Clangers500x500
 
The company's remit includes attending key trade shows, identifying new channels, collaborations and exclusive opportunities to bring the Clangers world to life for preschoolers, parents, grandparents and gift-givers....
TSG_WP_Box
 
London Stationery Show is the UK’s only event dedicated to the stationery, arts, crafts, paper and writing instruments sector. The acquisition also includes Stationery Matters magazine/online and National Stationery Week....
PrimarkItaly500x500
 
Primark has outlined its ambitious growth plans for the Italian market - including an investment of €50 million in the territory and the aim of growing its store footprint to 20....
LegoFortnite500x500
 
The new survival crafting game, LEGO Fortnite, will go live inside Fortnite from 7 December....
SSCaptivate500x500
 
Categories will span tableware to cook and bake essentials, waste disposal, utility accessories and pet products and gifts....
FlannelsBeyonce500x500
 
The luxury department store has teamed up once more with Beyoncé's Parkwood Entertainment, opening the doors of a special pop-up to celebrate the release of the artist's Renaissance film....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.