On June 27, Alfilo Brands launched the latest pop-up store “The Evolution of Penmanship” in collaboration with The British Museum and China First Pencil (Chung Hwa Pencil) in Shanghai. This location-based event with renowned western and eastern IP’s will provide the visitors with artistic yet educational experience at its venue (MoreLab at Shanghai Shimao Festival City). In addition, this project takes place right after the resume of social and economic activities in Shanghai after the 2-month pause due to the surge of covid cases.
Alfilo Brands curated the event with the inspiration from the historical pieces of writings (tools/relics) exhibited at The British Museum. Popular western IP’s, such as Gayer-Anderson Cat, Rosetta Stone, and Renaissance artworks, can be found at the Egyptian, Greek and Renaissance sections. Moreover, Gaokao (High School life) and Shenzhou (Chinese Space Station) sections allow the visitors to reminisce about their student life and imagine how to write with special pencils in space. It is China First Pencil C., Ltd (Chung Hwa Pencil)’s first attempt at such “new retail” event. They hope to attract more younger consumers by collaborating with popular western IP’s, creating refreshing immersive shopping experience and revitalizing the brand image. During the opening of the pop-up event, more licensed products will be released.
With a proven track record of empowering brand partners with creative online and offline marketing projects in China, Alfilo Brands bridges the gap between western museums and the Chinese consumer market. As the social and economic activities in Shanghai resumed, Alfilo Brands actively helps connect local business with trusted and renowned IP partners overseas, which accelerate the rebranding and revitalization of local business. “The Evolution of Penmanship” project between The British Museum and China First Pencil is a great example of how both western and eastern IP’s can benefit from such marketing campaign and offline event. While China First Pencil extends their reach towards younger consumers, The British Museum also gets substantial offline and online exposure at the central business district in Shanghai.
Alfilo Brands is a leading IP licensee and retailer that holds exclusive rights to many of the world’s finest art and cultural properties, such as the British Museum, the Metropolitan Museum of Art, the Victoria and Albert Museum, the National Gallery, Museum of Fine Arts, Boston and BBC Earth. Leveraging the latest global fashion and lifestyle trends, Alfilo Brands carefully selects museum artifacts to develop IP themes and libraries based on these insights. These assets allow retail partners to create unique products and marketing events that are attractive and aspirational to consumers.
