National Geographic is slated to open a family-oriented entertainment center in China by next year, marking its first foray into branded recreation facilities.
In a press release, National Geographic said that it is launching a "series of indoor, interactive exploration centers worldwide" that will bring "unique opportunity to play and explore through themed attractions, interactive demonstrations and hands-on workshops."
Simulated deserts, outer space and rainforests will be featured, allowing children to explore nature and interact with various species.
In partnership with iP2Entertainment, the project will kick off at the K11 Art Mall in Shenyang, China, where a branded center spanning 4,013sqm is expected to rise. Adopting a so-called "Museum Retail" concept, the facility is aimed to be the world's biggest "cultural and art experience center" and is expected to open by 2017.
"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 for Consumer Products at National Geographic Partners.
After Shenyang, a second exploration center is expected to be built on the island of Hengqin, while other locations are to be revealed in the coming months.
This project marks National Geographic's first venture into 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.
The exploration entertainment centers will adopt the elements present in museums, theme parks, role playing and gaming. They will cater mostly to families with children aged 5 to 12 years old.
A part of the proceeds from this venture will fund National Geographic Society's initiatives in research and education.