V&A Ties Up New Deals in Asia

British art museum extends reach with bedding, umbrellas, touring exhibitions and more.

ASIA–The Victoria and Albert Museum has partnered with Wonu in South Korea, Kaientai in Japan and China Merchants Shekou to further extend its presence throughout Asia.

First, Wonu has launched a new range of bedding inspired by the V&A’s collection of William Morris prints exclusively in the South Korean market. The line will also be featured on the Lotte Homeshopping channel in 60-minute prime time slots this fall.

In Japan, Kaientai has signed on to launch a line of branded umbrellas and parasols based on the Museum’s collections of arts and crafts wallpapers and textiles. The new range is expected to launch in March 2018.

Meanwhile, the V&A and China Merchants Shekou have joined forces to develop a new design hub in China. The new institution, called Design Society, will be located in the Seaworld Culture and Art Center and will feature a dedicated gallery with the inaugural exhibition “Values of Design,” which features objects from across the V&A’s collections.

In addition, the V&A is collaborating with Swire Properties to bring the exhibition “Shoes: Pleasure and Pain” to Swire’s retail malls across China. The exhibition debuted at HKRI Taikoo Hui in Shanghai and will now visit Sino-Ocean Taikoo Li Chengdu, Taikoo Hui in Guangzhou and Taikoo Li Sanlitun in Beijing before culminating at Pacific Place in Hong Kong.

The V&A also recently appointed Alfilo to serve as its exclusive agent in Greater China.