By Allison Watkinson
TLL Reporter
The TSBA Group has signed new licensees for The National Portrait Gallery ahead of its re-opening on June 22, 2023.
The TSBA Group (aka The Sports and Brands Agency) is responsible for signing global retail and brand partnerships for The National Portrait Gallery. The new licensees for the gallery include The Tea Makers of London and MuseARTa.
The Tea Makers of London will create licensed products for the gallery such as loose-leaf tea, teabags in both tins and cartons, tea scented candles, teapots, teaware, and hampers.
MuseARTa will develop socks, towels and tea towels featuring popular portraits from the Gallery’s collection.
In addition, the gallery’s existing product licensee Licensed To Charm is launching a jewellery capsule collection to celebrate the Gallery’s reopening. Licensed To Charm has also released a new collection inspired by a tiara worn by Queen Elizabeth II in a portrait featured in the gallery. The Queen Elizabeth II collection includes earrings, necklaces and a bracelet.
“We are delighted to welcome new licensees to the Gallery’s roster in time for the reopening this year,” said TSBA Group’s Jo Edwards. “This is a historic moment for the Gallery and, with its rebrand and focus on putting a spotlight on previously unseen portraits in the Collection, it is a great time for licensees to come on board.”
The National Portrait Gallery has developed a new brand identity and focus to support its upcoming public relaunch. The National Portrait Gallery’s brand logo will now appear as a monogram featuring the gallery’s initials with motifs from the Gallery’s history. The monogram can be seen throughout the building, such as within the metalwork of railings, embossed onto furniture, and as part of original mosaics.
This new logo is coupled with an updated color palette that is inspired by materials in the gallery’s archive.
“We are delighted to be working with TSBA, and sharing our new brand with partners, following the culmination of a collaborative creative process with audiences, staff and stakeholders, led by our partner agencies Edit Brand Studio and Boardroom Consulting,” said National Portrait Gallery director, Denise Vogelsang. “The new brand expresses our ambition to be a place for everyone, full of life and filled with life stories and we are excited to reopen our doors in June.”
Founded in 1856, the National Portrait Gallery is a British art gallery that specializes in collecting and showcasing historically-significant portraits.
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