Dunhuang Culture & Tourism Group and ARTiSTORY have confirmed an exclusive partnership that will allow both parties to work closely together to establish a licensing programme for key markets across the globe, such as North America, the EMEA and Asia.
The historical, multi-year partnership is one of the first of its kind for a Chinese cultural IP to be licensed to global retailers and consumer brands outside China.
The licensing programme will be operated by Dunhuang Inspiration – an art and cultural brand established by DCTG – with ARTiSTORY.
Based upon the city of Dunhuang’s abundant cultural and tourist resources, DCTG holds the exclusive operation rights to the city’s well treasured cultural heritage sites. The city of Dunhuang sits at a unique position along the historical Silk Road. Lying by the Gobi Desert and north of the Mingsha Sand Dunes, Dunhuang was an essential resting point for travellers passing between East and West one thousand years ago.
Dunhuang and ARTiSTORY’s global creative team will collaboratively develop original design assets under annually refreshed themes such as ‘Voyage of Discovery’ and ‘The Rhythm of Dunhuang’ including illustrations, prints and patterns, badges, icons, colour palettes and narratives for use by licensees.
“Dunhuang culture is so profound that it requires our lifelong time to research and pass it on to our future generations,” commented Sun Xiaoqiang, chairman of Dunhuang Culture & Tourism Group. “The group, together with ARTiSTORY, will bring refreshed narratives of Dunhuang culture to a broader range of industries, blooming more brilliant light.”
Yizan He, founder and md of ARTiSTORY, added: “ARTiSTORY is delighted to partner with Dunhuang Culture & Tourism Group. We look forward to enabling global retailers and consumer brands to engage shoppers more effectively with art and cultural IP and storytelling.”
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