National Geographic To Open Retail Entertainment Centers Worldwide

by Katie Lee

Washington, D.C. — National Geographic has signed with iP2Entertainment to develop a series of indoor, interactive exploration centers with a retail component worldwide, drawing on National Geographic’s award-winning content. The first center will open in Shenyang, China, in 2017.

Each National Geographic-branded family entertainment center will offer a unique opportunity to play and explore through themed attractions, interactive demonstrations and hands-on workshops in a fun and immersive environment that ignites kids’ curiosity about the world. Content and attractions will be geared toward families with school-aged children, ages 5 to 12.

In Shenyang, China, the branded center will occupy a space of 43,195 square feet in the Shenyang K11 Art Mall, a “Museum Retail” concept that aims to be the world’s largest cultural and art experience center. The first location is slated to open in summer 2017.

A second branded exploration center is also in development in China on the island of Hengqin. Additional locations will be announced at a later date.

“The National Geographic-branded entertainment centers that we’re developing will provide parents and their children with a fun and interactive way to learn about animals, science and exploration by engaging with our award-winning content,” says Andy Reif, executive vice president, consumer products, licensing and global experiences for National Geographic Partners. “We’re excited to partner with iP2Entertainment, who is a proven leader in this space and truly excels in creating fun experiences for families that they will want to revisit again and again.”

“The National Geographic branded entertainment center at the K11 Mall represents an exciting time in next generational retail development,” says Roger Houben, CEO of iP2 Entertainment. “Not only can we give back to the community with an incredibly innovative and educational-based attraction, we can also help drive and shape what it means to create engaging retail destinations where visitors want to shop, congregate and, of course, have fun.” 

The Shenyang location represents National Geographic’s first foray into the world of branded entertainment centers.

National Geographic Partners LLC, a joint venture between National Geographic Society and 21st Century Fox, combines National Geographic television channels with National Geographic’s media and consumer-oriented assets, including National Geographic magazines; National Geographic Studios; related digital and social media platforms; books; maps; children’s media; and ancillary activities that include travel, location-based entertainment, archival sales, catalog, licensing and e-commerce businesses. For more information, visit

SOURCE: National Geographic

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