Dymocks has created the first ever Lonely Planet, shop in shop at its flagship George St store in Sydney.

The Lonely Planet Hub, designed by Australian retail marketing agency, phdcreative, is on the mezzanine level of the George St store and will carry the world renowned Lonely Planet travel guides and books, with further expansion scheduled for later in the year to include a new range of travel accessories.

The Hub a result of a partnership with BBC Worldwide Australasia, will also feature a selection of BBC Worldwide merchandise, books and DVDs.

BBC Worldwide have previously worked with Dymocks to open BBC branded shop in shops in Melbourne, Brisbane, and Canberra. Chris Zeiher, Lonely Planet’s Asia Pacific sales and marketing director, said the Lonely Planet Hub will enable Sydneysiders to interact with the guidebook publisher in a bricks and mortar setting.

“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, said Zeiher.

“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 Countries most iconic bookstores.”

Dymocks MD, Steve Cox, said the chain is thrilled to partner with such an iconic global brand in the world-first.

“This strategic partnership with Lonely Planet is a natural extension that brings to life Dymocks as the learning source for an enriched life,” Cox said.