Dymocks and BBC Worldwide Australasia have partnered together to create the first Lonely Planet hub.

Launched at Dymocks’ flagship George Street store in Sydney, the hub is a shop-in-shop design that was created with assistance of retail marketing agency phdcreative. It will be situated on the mezzanine level and will carry the Lonely Planet travel guides and books, with further range expansion schedule for later in the year to include a new range of travel accessories. The Hub will also feature a selection of BBC Worldwide merchandise, books and DVDs.

Chris Zeiher, Lonely Planet's Asia Pacific sales and marketing director, said by group its cross category offerings into a dedicated retail space it will improve the brands impactand visibility, whilst creating a direct BBC experience for the consumer.

“This unique shopping experience will enable Sydneysiders to interact with the world's number 1 guidebook publisher in a bricks and mortar setting, “he said.

“The Lonely Planet Hub will not only showcase our guidebooks and inspirational titles but will profile the entire brand portfolio including our Children’s series Not-for-Parents and our recently released range of Food titles.

"With Australians travelling in record numbers and being one of the most travelled nationalities on the planet it was logical to open this branded experience in one of our country’s most iconic bookstores.”

Similarly, Steve Cox, Dymocks managing director, said the strategic partnership with Lonely Planet is a natural extension for Dymocks.

“The Lonely Planet Hub will offer our customers an exciting environment to discover and explore their passion for travel and plan their next intrepid adventure,” he said.

BBC hopes to open a hub in five major metro cities within the next year, with further expansion into the rest of the country to follow.