National Geographic wear launches in Australia with new OOH focused campaign
Plans for National Geographic retail stores have launched in Australia, accompanied by a 12-week outdoor campaign with JCDecaux and oOh Media. The campaign will also be underpinned by TV, print, digital and social channels.
The announcement:
Alquemie Group and The Walt Disney Company Australia and New Zealand today announced launch plans for National Geographic branded retail stores in Australia, featuring a range of National Geographic Wear premium outdoor adventure and lifestyle fashion apparel and accessories.
This week, National Geographic Wear launches across digital, social and physical channels, including experiential retail destinations in NSW, Victoria and ACT.
Melbourne Central will open on 20 May, followed by Westfield Chatswood on 1st June and Canberra Centre later in June. A conceptual pop-up store at Queen Victoria Building in Sydney will also open in May, to give customers a curated selection of the new range.
Richard Facioni, founder and CEO, ACTA Capital and executive chairman, Alquemie Group, comments: “Our collaboration with The Walt Disney Company and National Geographic brings one of the world’s most highly-recognised and well-regarded brands to Australia and New Zealand within a new, engaging retail offering.
“We’re excited about the potential for National Geographic’s unique, elevated fashion and adventure wear and intend to strategically grow the brand, including significant marketing investment, advanced e-commerce and a portfolio of new experiential retail destinations across the region.”
Tim Everett, VP & GM, consumer products for The Walt Disney Company Australia and New Zealand, comments: “We’re thrilled to be launching our exciting new National Geographic lifestyle offering for consumers and fans across Australia.
“This unique collaboration with Alquemie Group captures the spirit of exploration and discovery at the heart of the National Geographic brand and brings it alive through intentional product and immersive, interactive retail experiences,” he added.
The launch collection for National Geographic Wear features menswear and womenswear, with an emphasis on unisex styling and curated pieces for the local market, in addition to signature National Geographic accessories and travel luggage.
The National Geographic retail store format, custom-designed by Alquemie, incorporates floor to ceiling LED screens, signature merchandising and powerful storytelling to deliver an immersive retail experience.
Alquemie Group’s managing director, licenced brands, Matthew Robertson, adds: “We set out to design a store that incorporates the latest technology but, ultimately, allows the product to be the hero.
“The local range of National Geographic Wear has been developed in partnership with The Nature Holdings in South Korea and Disney, which gives the range a unique fashion edge that blends street style with technicality and practicality. We couldn’t be happier with the result.”
Along with the other parts of the wider National Geographic ecosystem, National Geographic Wear is committed to inspiring the explorer in everyone. Every purchase from National Geographic stores helps support the global non-profit National Geographic Society in its work to protect and illuminate our world through exploration, research, and education.
Additional Australian and New Zealand locations for Alquemie’s portfolio of experiential National Geographic branded retail store destinations, will be announced in the coming months.
Source: They the Agency
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topics
Alquemie Group
Matthew Robertson
National Geographic
Richard Facioni
The Walt Disney Company Australia and New Zealand
Tim Everett
