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The world of Batman’s Bruce Wayne becomes ‘ultra-luxury brand ecosystem’


The world of Batman’s Bruce Wayne becomes ‘ultra-luxury brand ecosystem’

The project is described as ‘a shoppable luxury retail theatre event and digital marketplace’…

Warner Bros. Discovery Global Consumer Products and Relevance International’s Brand Experience & Partnerships division have announced the Wayne Enterprises Experience, a first-of-its-kind, collaborative ultra-luxury brand ecosystem that immerses customers in a shoppable, story-driven experience supported by an exclusive digital marketplace.

Robert Oberschelp, Head of Warner Bros. Discovery Global Consumer Products:

“Welcoming fans into the bespoke world of Bruce Wayne through the Wayne Enterprises Experience is the next step in expanding our portfolio in directions that no one else can compete with. Exploring this new method of retail storytelling, alongside our partners and curated brands, brings our world-renowned DC licenses to life for fans through captivating experiences and products.”

This groundbreaking concept, in which the top brands in their verticals are curated within digital and theatrical environments inspired by film and pop cultural IP, is launching with the Wayne Enterprises Experience.

Luxury consumers are brought into the world of DC’s Bruce Wayne, the billionaire civilian persona of Batman, via a scripted story that plays out live in a secret New York City location, as well as online through a companion site: The exclusively curated products—including many limited editions and capsule collections created only for the Wayne Enterprises Experience—are inspired by and immersed in the world of Bruce Wayne, who has access to the best of the best of tech, fashion, automobiles, art, multimedia, watercraft, residences, and much more.

The experience places retail at the centre of theatre for the first time, creating a narrative that leverages iconic IP with products and brands that function as expressions of a beloved character. Items on display—some ranging in price from tens of thousands into multimillions—represent the highest quality across each product category.

Luxury brands and unique technologies are featured throughout a live experiential space and are available for sale online at the Bruce Wayne website. While Wayne Enterprises Experience shoppers may access the site any time, the live experience takes guests on a narrative, actor-guided tour of a luxurious, secret, seven-story Manhattan safe house owned by Bruce Wayne.

Alfred Pennyworth and Lucius Fox perform a scripted, interactive story that includes guest participation to bring the space and the featured products to life—and everything guests see can be loaded into a digital cart and shopped via the site. All products within the experience itself are curated by Relevance International, who will manage the live experience and oversee invites to VIP guests alongside brand sponsors.

The overall experience includes the best of the best of automotive and mobility, high-end audio and visual home theater, museum-quality fine art, previously unveiled new technology, luxury fashion and apparel, bespoke furniture and design items, just for starters. Sponsor brands of the Wayne Enterprises Experience include, among others, Automobili Pininfarina electric hypercars, McIntosh soundsystems, T3mp3st electric watercraft, Alpange pianos, ARMA Instruments secure communications technology, Baxter furniture, Thomas James clocks, Abyss headphones, Hi Power Cycles electric bicycles, Kross Studio watches, art by Karen Atta art, and luxury real estate listed through Luxury Portfolio International, among many others.

Warner Bros. Discovery Global Consumer Products collaborated with Relevance International, the luxury brand innovator that curated and produced the experiential retail concept. The Wayne Enterprises Experience also builds on WBDGCP’s Wayne Enterprises label, a sophisticated brand launched in the autumn of 2022 with consumer luxury products and experiences.

Suzanne Rosnowski, CEO and Founder of Relevance International:

“We’re launching a first-of-its-kind theatrical and digital retail concept. The Wayne Enterprises Experience demonstrates the power of a truly collaborative brand ecosystem. Working with iconic characters and premier luxury brands taps into personal connection and the creation of limited rarified objects that fuel the collector economy.”

The live Wayne Enterprises Experience will run from June 3 to June 10, while its companion site is open now.

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