It will house various existing easy-branded ventures: the top floors will be an easyHotel, the middle floors will offer short-term office space and perhaps a gym.
Gosling said that Disney was talking with other U.K retailers about similar branding ventures, while Disney-branded baby tomatoes were already available in France and mini-bananas could be found in Germany's Metro stores.
Bob Head, 41, will become Smile's first chief executive, following a decision to give the separately-branded venture its own management structure.
Over the years, Draper Fisher Jurvetson, the 30-year-old Silicon Valley venture firm, famously created a partner network of independent but DFJ-branded venture firms around the world.
The review also came against a backdrop of Coca-Cola's increasing interest in media efforts outside of traditional advertising like TV commercials; the company has experimented with so-called branded entertainment ventures like placement of products in episodes of "American Idol".
Eric Lesueur of Grameen-Veolia says he believes that the new management of Grameen Bank "will respect the growth plans and strategies developed with Professor Yunus".Several foreign firms own majority stakes in their Grameen-branded joint ventures, often large ones.
In recent years, the action moved to premium alcohol (see: Jay Z's deal with Armand de Brignac champagne, Nicki Minaj's Myx Fusions fruit-infused moscato, vodka brand ambassador Sean "Diddy" Combs's calling himself "Ciroc Obama") and other products of dubious legality (Snoop Dogg's branded cannabis venture Leafs by Snoop).
The involvement of ProSiebenSat.1 can be seen as a strategic investment and will include the launch of a co-branded joint venture targeting the German football market with what both companies are calling a "combined digital offering".
Forbes has worked with about two dozen brands in its two-year venture into branded content.
These investments are happening against a backdrop of rising dollar commitments to venture-backed branded businesses, even as the number of those investments declines.
