Key Takeaways
- Avery Dennison and Eventshop are pairing Embelex NFC and QR embellishments with the mem-re platform to turn apparel into a gateway for exclusive digital fan experiences.
- Additionally, the company opened a new distribution center in India, more than double the size of its earlier facility, supporting faster delivery
Avery Dennison has entered into a strategic partnership with Eventshop to create immersive fan and consumer digital experiences.
The collaboration combines Avery Dennison’s Embelex connected embellishments, featuring NFC and QR code technology, with Eventshop’s mem-re digital platform. Fans can interact with an NFC label by simply tapping their smartphone, launching the mem-re platform to unlock personalized exclusive experiences in-stadium and beyond.
Instead of a traditional apparel embellishment, fans access a gateway to an evolving digital experience. This interactive journey can include exclusive content such as behind-the-scenes footage, interactive polling, VIP early access to exclusive offerings and personalized perks featuring hidden rewards.
How NFC Embellishments Turn Apparel Into a Digital Gateway
Sergio Shmilovitch, VP/GM Embelex, Avery Dennison, observed that there has be “undeniable growing demand” for digitally enabled embellishments.
“The range of activations is exciting, spanning beyond jerseys to include sneakers, workwear or any material with a digital trigger,” said Shmilovitch in a statement. “This strategic partnership shows our commitment to innovation, effectively turning physical embellishments into routes for dynamic, highly engaging digital marketing platforms.”
What the mem-re Platform Means for Brands and Venues
The content is managed through mem-re’s content management system that leverages AI creation tools. From this portal, Avery Dennison clients can better understand fan and consumer engagement, using this information to identify new commercial opportunities.
This partnership signals a major shift towards omnichannel experiences driven by digital, unlocking value for brands as well as sports and entertainment venues. By blending Avery Dennison’s global manufacturing with Eventshop’s mem-re technology, the partnership transforms static apparel into an intimate, connected relationship between teams, brands and consumers.
“With deployment opportunities across live events, hospitality, sports, entertainment and apparel brands, the mem-re platform reimagines the fan and consumer experience,” said Spencer Combs, CEO & founder, Eventshop & mem-re. “Avery Dennison’s size, scale and expertise make it the perfect partner to open up a new world of possibilities for innovative, fan-first teams and brands.”
Avery Dennison Inaugurates New Distribution Center in India
In a seperate move, Avery Dennison South Asia opened a new distribution center in Bengaluru, a significant step in the company’s ongoing commitment to being closer to its customers in India. The new facility is more than double than its earlier facility and is designed to support growing demand across labels, intelligent labels, tapes, graphics and reflective solutions.
The expanded facility reflects Avery Dennison’s strategy of scaling its infrastructure ahead of demand, enabling the company to improve delivery speed and reliability as its business continues to grow. The facility is home to a dedicated Customer Experience Center, which provides brand owners with an opportunity to explore Avery Dennison’s latest solutions and innovations first-hand.
Strategically located with excellent connectivity via peripheral roads, enabling faster, more efficient movement of goods across India, the center is situated outside city limits that frees ist operations from city timing restrictions that typically constrain last-mile logistics, a key enabler for the company’s goal of achieving one-day delivery within Bangalore.
“India remains one of our fastest-growing and most strategic markets globally,” said Saurabh Agarwal, Vice President and General Manager, South Asia, Avery Dennison, when he spoke at the center’s opening inauguration. “This investment goes beyond expanding warehousing capacity, it reinforces our long-term commitment to the region. As customer demand for speed and reliability accelerates, Avery Dennison is ensuring we do not just deliver world-class solutions, but stand right beside our customers where they need us most.”