00:00As we're looking at all of the brands that we have, all of the IP and the franchises,
00:04and trying to understand how do we super serve the DC fan and came up with the concept of
00:10Wayne Enterprises and leaning into the giant organization that you will find in Gotham
00:16City and bringing this great new product to the people.
00:20This June, Warner Brothers Discovery and Relevance International hosted an exclusive invitation
00:26only event bringing luxury consumers into the lavish world of DC's Bruce Wayne.
00:32The Wayne Enterprises experience featured exclusively curated ultra-luxury products
00:37in a shoppable, story-driven experience inside the Manhattan safe house of Batman's billionaire
00:42alter ego.
00:44When you're shopping, it's not just, oh I like that object.
00:47There's more of an emotional connection.
00:50We're lucky enough to be connected and really work together collaboratively to create an
00:56amazing new model of retail, so what we've really been able to do is take the best parts
01:04of the Wayne Enterprises brand, really showcase who Bruce Wayne is, he has the best of everything,
01:12and curate the best of everything in all kinds of lifestyle categories.
01:19The Wayne Enterprises label is really focused more towards the gentleman, 30 plus, really
01:26looking at what I would call quiet luxury.
01:29So it's not something that is in your face and screaming, oh look what I have.
01:34So really kind of bringing that lifestyle to the fan.
01:41We already live in a luxury world.
01:44A lot of our clients are luxury brands.
01:46It was a logical thing to come together with the Warner Brothers team and really make sure
01:51that we are capturing the essence of Bruce Wayne in a compelling way that would draw
01:57people in, make them excited, have a great experience, but we wanted to keep it a balance
02:02of fun, also educational, and then also something that was going to be a wow that no one had
02:10ever seen before.
02:11How do people want to shop?
02:13Right?
02:14People still want to shop.
02:15We've gone through all the iterations of in-store only, mail only, catalog, digital, and people
02:23want experiences now.
02:24They want to be entertained.
02:26They want to go shopping, but they also want to be entertained.
02:28So it's kind of how the whole concept came about, is how do you bring theater into the
02:35home?
02:36And by doing so, it's first of its kind and very, very exciting.
02:43It really was a process of a lot of layers.
02:47So we would really think through the narrative and then tweak it based on new products coming
02:53in and weaving them in so that the characters are pointing to those products in a meaningful
02:57way.
02:58And Warner Brothers definitely helped us build in some good Easter eggs.
03:03Warner Brothers Discovery, we are storytellers.
03:05That is what we do.
03:06So how do we bring that storytelling to a more bespoke, interpersonal dialogue conversation
03:14that will engage somebody, but then be able to look around and say, oh, Bruce Wayne would
03:18have this in his house.
03:19I love this piece of art.
03:20I love this furniture.
03:21I love these speakers.
03:22So it really was a process of a lot of layers.
03:24It was a process of a lot of layers.
03:27Bruce Wayne would have this in his house.
03:28I love this piece of art.
03:29I love this furniture.
03:30I love these speakers.
03:31So it really is just, it's, again, it's a form of entertainment.
03:36But at the end of the day, they're out shopping.
03:40Gone are the days of clothes on a rack.
03:42I mean, I really think that that has its place, but it's not the be-all, end-all.
03:46And so now everyone's, as they're learning more about experiences, they're gravitating
03:51towards experiences more broadly.
03:53It was only a matter of time until the two worlds melded into one.
03:57So why not get entertained, have more storytelling as you shop?
04:02So I think that this will just continue not only for Wayne, but also other brands.
04:07You know, I think that it taps into a really unique type of nostalgia.
04:14Warner Bros. Discovery is, you know, we're an entertainment brand at heart.
04:17We do location-based entertainment all around the world to have the fans, like, really be
04:22a part of the brand and to feel like they're in that brand.
04:27This experience that we're doing here is something that has, again, never been done before.
04:32And it really is optimal luxury for a fan that doesn't want to be with the masses,
04:38doesn't want to be running around in costumes and whatnot, but feeling like they're a part of the story.
04:43I think that this presents a unique solution to a lot of dying retail.
04:48And I think that there's a great way to take this experience
04:53and build it into spaces that need footfall, that need activation, that need excitement.
04:59There's no reason that something like this couldn't really reinvigorate
05:02some of these spaces that are struggling.
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