Warner Bros. Discovery Global Consumer Products and Relevance International team up for retail experience

Warner Bros. Discovery Global Consumer Products (WBDGCP) 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. 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: BruceWayneX.com. 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 Wayne Enterprises Experience places retail at the center of theater 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 the 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 BruceWayneX.com.

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 safehouse 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.

“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,” said Robert Oberschelp, Head of Warner Bros. Discovery Global Consumer Products. “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.”

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 Fall 2022 with consumer luxury products and experiences.

“We’re launching a first-of-its-kind theatrical and digital retail concept,” said Suzanne Rosnowski, CEO and Founder of Relevance International. “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 BruceWayneX.com is open now.

Warner Bros. Discovery Global Consumer Products (WBDGCP), part of Warner Bros. Discovery’s Revenue & Strategy division, extends the company’s powerful portfolio of entertainment brands and franchises into the lives of fans around the world. WBDGCP partners with best-in-class licensees globally on award-winning toy, fashion, home décor and publishing programs inspired by the biggest franchises from Warner Bros.’ film, television, animation, and games studios, HBO, Discovery, DC, Cartoon Network, HGTV, Eurosport, Adult Swim, and more. With innovative global licensing and merchandising programs, retail initiatives, and promotional partnerships, WBDGCP is one of the leading licensing and retail merchandising organizations in the world.

DC, part of Warner Bros. Discovery, creates iconic characters and enduring stories and is one of the world’s largest publishers of comics and graphic novels.  DC’s creative work entertains audiences of every generation around the world with DC’s stories and characters integrated across Warner Bros. Discovery’s film, television, animation, consumer products, home entertainment, games, and themed experiences divisions, and on the DC Universe Infinite digital comic subscription service.  Learn more at DC.com.

Relevance International is a woman-owned, full-service strategic consulting, communications, marketing, brand-building, experiential, and digital agency offering a global, 360-degree approach from its offices in New York, London, and Los Angeles. Known for international campaigns and partnerships, the agency’s global network operates on every continent to take clients’ brand and business goals farther, faster. The firm specializes in transforming brands into market leaders across luxury lifestyle, real estate, tech, hospitality, and design, among others. The firm recently unveiled its Brand Experience & Partnerships division to focus on live and digital storytelling with an emphasis on building collaborative brand and entertainment ecosystems. Founded by Suzanne Rosnowski, Relevance International celebrates 12 years of award-winning excellence.