International appeal of the brand underlined with successful initiatives across territory.
The V&A Museum has underlined its activity across the Asian market, demonstrating the international appeal of the brand.
The V&A has recently appointed Alfilo Brands as its exclusive agent in Greater China to build brand awareness and develop new licensing opportunities in the market.
A broad range of product categories will be targeted including apparel, home interiors, fashion accessories and home décor. In addition, Alfilo Brands will launch V&A online stores and roll out brick and mortar outlets in major cities across China.
Meanwhile, following the success of a debut collection in 2016, Wonu has launched a new range of bedding exclusive to the South Korean market.
The range is being broadcast on the Lotte Homeshopping channel in 60 minute prime time slots this autumn.
Moving into Japan, and retailer Kaientai has revealed a range of V&A-inspired umbrellas and parasols for spring/summer 2018. The licence expands the V&A into a new category in Japan and is due to launch in March 2018.
On top of the new product deals, the V&A has also been working in collaboration with China Merchants Shekou to support its plan to develop an ambitious new design hub in China.
The new institution – Design Society – will be located in the Seaworld Culture and Art Centre and includes a dedicated gallery, with the inaugural exhibition Values of Design featuring objects from across the V&A’s collections.
Finally, the V&A is working with Swire Properties to bring the Shoes: Pleasure and Pain exhibition to its retail malls across China.
The exhibition debuted at HKRI Taikoo Hui in Shanghai and will now head to various venues in Beijing and Hong Kong.
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