The Society experience arrives at HarbourFront

Singapore - National Geographic has expanded its retail presence with the opening of its first multi-million dollar experiential store in Asia.

Over 17,000 turned up to the opening day of the shop which is run by Worldwide Retail Store, the exclusive retail licensee for National Geographic stores outside the US and Canada, at Vivo City last Sunday.

The 1,500 sq metre National Geographic shop follows the launch of another experiential store in London last month, and features a retail marketplace, exhibition space and "experience zones for multi-sensory activities designed to stimulate, educate and inspire visitors."

Ogilvy PR handled the publicity for both store openings and a spokesperson for the agency's Singapore office said the store at Vivo City aimed to engage the brand's huge following here in a retail setting, while also allowing Worldwide Retail Store to use Singapore as a test bed for innovative retail concepts. Worldwide Retail Store SL, a holding company based in Barcelona, will also market the stores.

"The stores and their carefully chosen product lines will appeal to both National Geographic's wide consumer base and a fast-growing group of environmentally aware shoppers. We are confident of the long-term growth potential of the Asian retail market," Pere Matamales, CEO of Worldwide Retail Store SL, said in a statement.

This is Worldwide Retail Store's first retail investment in Singapore while additional store openings are planned worldwide in 2009 with Europe said to be the most likely location next.

National Geographic Channel is available in over 56 million homes in Asia Pacific and has more than 100,000 readers for its magazines in Singapore - the company also has a 5% stock option in Worldwide Retail Store.