V&A grows in Asia with licensing

The V&A’s timeless archive and collections continue to inspire designers, retailers and brands celebrating art, creativity and craftsmanship all around the world.

The V&A award-winning licensing programme, covering over 85 licensees across multiple categories, has already received great international attention thanks to the amazing collaborations signed with renowned brands such as Samsung, Coco de Mer, Arley House, Oasis etc.

The V&A licensing empire is now quickly expanding also to East Asia through the partnership with specialized agents on the territories.

While Japan continues to be one of the most important markets for the museum, thanks to many of its blockbuster exhibitions travelling there, the key elements of the Museum expansion in China are the pop-up stores opened in two of Shanghai’s most popular destinations for shopping and leisure, and its online and offline presence via China’s social media platforms, Weibo and WeChat.

Part of the program is the second partnership with another British heritage brand, Twinings.
Both sharing a relation with Queen Victoria, who was instrumental in the foundation of the V&A and also granted Twinings its first Royal Warrant for tea in 1837, the famous British tea label teamed-up with the Museum releasing eight gift tins inspired by two beautiful Arts and Crafts images by William Morris.
This collaboration follows last year limited edition gifts set, exclusive for the Chinese market, and leverages the relation that both Uk and China have with tea, which is for both market and unmissable ritual.

An even more interesting project involving the astonishing collection of V&A is the collaboration launched with Pure & Mild, Aquair, Ma Cherie and ZA cosmetics, all brands belonging to the Japanese group Shiseido, another company with a long history and a relevant heritage. This collaboration is part of a wider project realized by the Chinese e-commerce giant JD.com, which partnered with four renowned international museums: Metropolitan Museum of Art, National Gallery, Boston Museum of Fine Arts, and Victoria and Albert Museum, to realize an array of high-quality museum-inspired products from 50 consumer brands. The marketing campaign included a promotional gift for customers, TV commercial, promotional posters in subways and bus stops, an interactive audio event and a digital campaign with Harper’s Bazaar magazine.

About Ambra Farioli

Researcher and innovator, founder of Brand Licensing Studio, a creative consultancy agency specialized in licensing, branding, art, heritage brands, and content marketing...