National Gallery Ups Activity in China

Created in a collaboration with Alfilo Brands following the success of the first pop-up store in Guangzhou, the second pop-up store is part of the next 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.

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

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

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 one billion brand impressions in the China market. 

“We are excited to partner with National Gallery for the JD Super IP Day which is one of the most important shopping days for JD.com,” says Yizan He, founder, Alfilo Brands. “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.”