National Geographic is set to launch a series of family-centered entertainment centers in China by 2017.
In a press conference, National Geographic said it plans to open a "series of indoor, interactive exploration centers worldwide" that will bring a "unique opportunity to play and explore through themed attractions, interactive demonstrations, and hands-on workshops."
The project is being carried out in collaboration with iP2Entertainment.
The first National Geographic entertainment center in China will be launched at the K11 Art Mall in Shenyang, China. The branded 4,000 sqm center is expected to adopt the so-called Museum Retail concept, according to Yibada.
"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," Andy Reif, the executive vice president of Consumer Products at National Geographic Partners told Variety.
Following Shenyang, National Geographic plans to build a second entertainment center in the island of Hengqin.
This is the first time National Geographic has ventured into creating 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," Adrian Chen, the founder of K11 Art Foundation said.
The new entertainment centers will have a museum, theme parks, games, and offer role play. It will to families with children aged between 5 and 12 years old.
Meanwhile, a portion of the proceeds from the project will be allocated to National Geographic Society's research and education initiatives.
