The National Geographic Society has been funding exploration, adventure and scientific discovery since 1888.

It has 8.5 million members but is perhaps most famous for its magazine and television channel, along with sponsorship of exhibitions such as Tutankhamun that came to London's O2 and endeavours like the The Genographic Project.

As a non-profit organisation, all money raised by commmercial activities is used to fund the society.

Last month the society opened its first store, a mammoth three-level building with a long shop front on Regent Street in London.

Multimedia

• Images from Reza: War + Peace

Multimedia

• National Geographic Store by Cecile Mella

Multimedia

• National Geographic Store by Cecile Mella

• Images from Reza: War + Peace

Much more than a shop, the building houses a gallery of National Geographic photographs, has a library of resources for planning trips, a cafe serving pinchos along with wines from around the world and accommodates two lecture spaces.

The smaller lecture space is in the photographic part of the store where you can buy equipment and get expert advice on how to use it. This played host to the store's first event last week, a book signing by famous photojournalist, Reza.

You can view an exhibition by the photographer in the store until January 20, and buy his book, Reza: War + Peace. It documents over 30 years as a journalist for Agence France Presse, Time, Newsweek and National Geographic among others.

Reza's work in conflict zones, and photographing international figures such as Benazir Bhutto and the Ayatollah Khomeini, has won him numerous international prizes, including the Hope Prize in 1996 for his work to help Rwandan refugees and medals of honour from both France and Spain.

The store has a larger lecture space, with state of the art multimedia and projection equipment, in the 'market place'. Here you can buy products from around the world, from National Geographic-branded clothing and toys to small ethnic trinkets and Nepalese prayer bowls.

The displays can easily be moved to accommodate lectures as the society continues to promote education - you can also buy kits to participate in The Genographic Project, which aims to collect DNA from worldwide to establish the genetic history and movement of people around the world.

Elsewhere, there's a large display of some of the best of National Geographic's photography next to scupltures of horses and superb fish fossils.

A children's area has playpens and a display of winning photographs from the competition held by the from the kids' version of the magazine.

Ethnic goods, such as wooden angels dressed in tightly wrapped beads, made in a co-operative in Africa, would make great Christmas presents at £17.99. Other items are more expensive but unique one-offs.

Scattered around are stands with high-quality National Geographic-branded clothing, designed with the traveller in mind. There's even a cold room with infra-red thermal imaging to show you where you are losing heat, so you can test their range of high quality cold weather gear. We were guided through it by David Lawson, a climber and adventurer who's been to the Arctic on numerous occasions - one of the many specialists recruited by the store.

Other products include a range of camel-hide bags. I'm told these are environmentally friendly because camels cause less destruction and desertification than cattle.

Next to the photographic equipment department is a research area, like a library, with map displays and hosts of reference and guidebooks. You can research and book holidays through Titan HiTours, who are putting together trips with expert guides from National Geographic. Virtually all the furniture you sit on and that act as stands for products are for sale and are one-off pieces sourced from around the world and restored.

When you've explored the store the cafe is a welcoming escape. Of Spanish design and relaxingly lit by Moroccan lamps that are also for sale, the wine list is excellent and food is in the form of pinchos, small portions to try simliar to tapas from the north of Spain, by chef Miguel Espinosa.

The National Geographic London Store, 83 - 97 Regent Street, W1B 4E1. Open Monday to Wednesday 10am-7pm, Thursday 10am-9pm, Friday and Saturday 10am-8pm and Sunday 12pm-6pm.

Reza: War + Peace is published by National Geographic Books priced at £45.00. It can be ordered by e-mailing orders@pguk.co.uk.

The Reza exhibition is on until January 20. Find out more about his work at www.ainaworld.org and www.webistan.com

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