Washington, DC, USA — National Geographic has signed with iP2 Entertainment to develop a series of indoor, interactive exploration centers worldwide, drawing on National Geographic’s award-winning content. 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.
National Geographic and iP2 have teamed with K11 to develop its first location in Shenyang, China. The branded center will occupy a space of 4,013 square meters 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,” said Andy Reif, Executive Vice President, Consumer Products, Licensing& Global Experiences for National Geographic Partners. “We’re excited to partner with iP2 Entertainment, 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,” said iP2 Entertainment Chief Executive Officer Roger Houben. “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.”
“We can’t wait for families to adventure alongside some of National Geographic’s ultimate explorers as they interact with animals, travel to the farthest reaches of outer space, go to the bottom of the ocean and the top of Everest without ever leaving the mall,” said Joshua Wexler, the Chief Executive of Fun of iP2XE, the design firm responsible for the concept. “We will also give guests the tools they need to capture their own stunning images and breathtaking video as they explore, learn and travel the globe, to ensure that it’s an experience they will never forget.”
The Shenyang location represents National Geographic’s first foray into the world of branded entertainment centers.
“We are creating a state of art place where international brands can come together to deliver an ultimate consumer experience, the cooperation with National Geographic and iP2 Entertainment is a good start,” said Adrian Cheng, Founder of K11 Art Foundation and K11.
Each location will combine the best elements from theme parks, museums, gaming and role-playing into a truly innovative experience.
To become an ultimate explorer, children will travel the globe and take on a series of gripping assignments for National Geographic. Each assignment is an amazing adventure through an extreme environment, from the top of the rainforest canopy, to arid deserts, through frozen polar regions and deep oceans, and even to outer space. During their explorations, children will interact with animals, solve puzzles and overcome physical challenges, all of which will be documented in their digital Explorer’s Journal.
For more than 128 years, National Geographic has inspired adventurers of all ages to explore the world through its award-winning magazines, books and digital content. National Geographic first began offering live event experiences in 1888 when it launched its lecture series, now known as National Geographic Live. Today, National Geographic Live produces public programs in 15 North American venues and 11 international venues. National Geographic is also one of the leading organizers of large-scale, traveling exhibitions, which have been seen by more than 20 million visitors in venues all over the world since launching in 2009. Additionally, National Geographic’s branded theater program offers national and international museums the chance to create expanded digital cinema programs in their existing facilities, by providing access to National Geographic’s library of award-winning films, marketing and promotional support and education materials. The family entertainment centers serve as National Geographic’s next step in providing entertainment experiences that will connect families worldwide to the brand.
A portion of the proceeds from the National Geographic-branded entertainment centers will support the National Geographic Society’s nonprofit work in conservation, exploration, research and education.