Four of the world’s best-known heritage brands will participate in a new themed installation at Brand Licensing Europe next month.
The Natural History Museum, V&A, Van Gogh Museum and Style Library (with Morris & Co.) will all be featured in the very first BLE Heritage X Interiors Collab. Situated in BLE’s Brands & Lifestyle Zone, the activation will showcase the licensing programmes of these brands with a focus on extensions into luxury interiors.
“Heritage institutions curate and maintain centuries of creativity, from archives of textiles and designs to individual artefacts, world landmarks, historical milestones and iconic works of art,” says BLE event director Anna Knight.
“Generating more than $1.17 billion in 2018*, the heritage sector stands as one of the most exciting and authentic sources of inspiration for licensees and retailers.
“The Heritage X Interiors Collab is being introduced to BLE to offer inspiration to anyone who is interested in designing and/or selling high-end licensed products, whether interiors or otherwise, and has been curated specifically to help them visualise how licensing can both translate into the luxury market and more than hold its own.”
As part of the installation, The Natural History Museum will be showcasing a brand-new wallpaper collection, while The V&A will be displaying a collection of key home interior licensed product, featuring furniture from Sofa Workshop, furnishing fabrics from Arley House, interior decoration from Surface View, rugs from Flair Rugs, paint from The Paintmakers, and home accessories from Royal Selangor.
“The V&A is delighted to be part of the new BLE interior activation, a great opportunity to showcase the spectrum of V&A home interiors inspired by the world’s leading museum of art, design and performance,” says Lauren Sizeland, Head of Business Development and Licensing.
Meanwhile the licensing team at the Van Gogh Museum, located in Amsterdam, will share their latest partnerships. Previous collaborations include The Skateroom, Vans and Samsonite.
Laurine van Rooijen, Head of Licensing & Wholesale at Van Gogh Museum Enterprises, says: “By participating in the Heritage x Interiors at BLE in London this year, we hope to inspire all visitors. Thanks to Van Gogh’s global popularity, we have already collaborated with a wide range of brands around the world on developing products tailored to their individual markets, with BN International and Beddinghouse, as examples of high-end and popular products.”
Finally, Style Library will highlight beautiful products inspired by designs from some of the finest British brands, including the original Morris & Co. archive founded by William Morris in 1861. Visitors to BLE can also view Scandinavian-inspired design brand Scion and British heritage brand Sanderson licensed products on the Style Library stand.
“We are seeing significant growth in our licensing programme and want to support that by exhibiting at the biggest and most relevant trade event for our brands, which is BLE,” says Style Library Licensing Director Helen Webster, who will also be presenting a session on heritage brands as part of the show’s conference programme.
BLE 2019 takes place at ExCeL London from 1-3 October 2019
Image: courtesy of the V&A