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November 28, 2008

National Geographic: The Store

NationalgeographicThose daring to shop this season who happen to be in London may enjoy visiting the new National Geographic store, the first of its kind. The 20,000-square-foot outlet seems the perfect extension of this venerable brand. Products range from locally sourced collectables to items designed for the "rigors of adventure and exploration." The Guardian reports that visitors can road-test products in special high-wind and temperature chambers.

The shop is dedicated to "stimulating, educating and inspiring visitors to celebrate global cultures." It will include a rotating series of curated exhibits, artwork from the magazine, and a café serving tapas and other slow food. More here.

Also featured is the Genographic Project, a program cosponsored by IBM which will collect and analyze 100,000 DNA samples from indigenous peoples around the world. You can pick up a kit at the shop for $100 and receive a confidential analysis on how your own genes reflect broader patterns in the population. Read more on the Genographic Project here.

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About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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