Van Gogh Museum is On the Move

For 50 years, the Van Gogh Museum, located in Amsterdam, has been home to the world’s largest collection of works by renowned post-Impressionist artist, Vincent Van Gogh. The museum houses some 200 paintings, 500 drawings, 30 prints and more than 800 letters, owned by the Vincent van Gogh Foundation. Last year, the museum celebrated its 50th anniversary with numerous collaborations. Marijn Veraart, head, global partnerships and licensing, Van Gogh Museum, spoke with License Global about the celebration and what’s next for the museum.

Floral Street collaboration with the Van Gogh Museum.

“The museum has been inspiring countless fans with the life and work of Vincent van Gogh and his contemporaries for over 50 years; we continue to build from strength to strength cementing our place as the No. 1 research center for the artist,” says Veraart. “To celebrate our 50th anniversary in 2023, we designed an exclusive artwork dedicated to Vincent’s Flowers that starred in our brand collaboration with Floral Street, LOQI, BeddingHouse, BE@RBRICK and CARIUMA among others. During this special year, we also collaborated with Pokémon.”

The Pokémon collaboration, which ran from October 2023 to Jan. 7, might have seemed like an unusual pairing. However, when the collaboration was announced, the connection that both Van Gogh’s work and Pokémon have with Japanese art and culture was made clear. Japanese art prints had a profound impact on Van Gogh’s art and his worldview. Speaking to his brother, Theo, in a letter in September 1888, Vincent said, “And we wouldn’t be able to study Japanese art, it seems to me, without becoming much happier and more cheerful, and it makes us return to nature, despite our education and our work in a world of convention.” The experience featured a variety of Pokémon-themed activities across the museum and online aimed at introducing and teaching young, budding artists about the works of Vincent van Gogh. The museum also offered several educational activities based on the shared link with Japanese art and culture. This was yet another way to introduce new audiences to the work and life story of van Gogh.

Related:Casely Launches Second Van Gogh Museum Collection

“It’s through collaborations like these that we are able to tell our story in a new and exciting way,” says Veraart.

Joining its priceless art collection, the museum has acquired some new wall hangings in the form of several prestigious awards it earned last year, including a Licensing International Excellence Award and a Brand & Lifestyle Licensing Award.

“We are very happy to have won the prestigious Licensing International Excellence Award in the category Best Brand – Art, Design, Museum in our anniversary year, 2023,” says Veraart. “This spring, we have also achieved success at the Brand & Lifestyle Licensing Awards, winning the Best Licensed Heritage or Institution Brand category. Two overarching awards acknowledging the high quality that we strive to achieve together with our partners.”

Related:Solé Bicycles Partners with Van Gogh Museum

Cariuma and Van Gogh Museum collaboration.

The museum has long had a robust licensing program, and it’s always looking for ways to utilize Van Gogh’s works in licensed deals.

“As a museum, it is our mission to inspire diverse audiences with the art and life story of Vincent van Gogh, for example through brand collaborations,” explains Veraart. “The museum’s collection and knowledge of the art of Van Gogh and his contemporaries offer partners an unparalleled insight into the artist’s life and work in the context of his time.”

This summer the museum teamed up with several brands to celebrate outdoor adventures. In May, Solé Bicycles, a prominent Venice Beach lifestyle bicycle brand, partnered with Van Gogh Museum for a limited-edition Almond Blossom bicycle.

Solé Bicycle an Van Gogh Museum's Almond Blossom bicycle.

“The beautiful Solé x Van Gogh Museum bikes are adorned with Vincent van Gogh’s iconic ‘Almond Blossom,’ combining Dutch artistry and Californian lifestyle,” says Veraart.

Related:‘Pokémon x Van Gogh’ Art Collaboration Announced

The museum also launched a collaboration with WonderFold Wagon. The line of accessories featured artwork from the museum used in a new line of WonderFold wagon accessories.

“Three of Van Gogh’s masterpieces of the Van Gogh Museum’s collection are used to create a unique stroller, capturing the essence of family connection and the beauty found in everyday adventures,” says Veraart.

The museum also has its first licensed publishing deal with “Vincent – First Words.” In this board book, aimed at kids ages 1-3, toddlers can spot seven everyday things in Van Gogh’s art and learn what they’re called.

“We launched our collaboration with sustainable Dutch rainwear brand, Maium,” says Veraart. “Our ‘Almond Blossom’ poncho will reveal its hidden print when touched by water. In the Asian market, we are collaborating with PopMart and Jeep.”

The Jeep collaboration involves integrating Van Gogh’s artworks into Jeep’s branding and marketing initiatives, allowing for a unique fusion of art and automotive lifestyle culture. This type of partnership highlights the museum’s innovative approach to reaching new demographics and promoting cultural heritage through modern and popular mediums.

The PopMart  x Van Gogh Museum collection consists of their well-known Royal Molly figure inspired by Van Gogh’s “Almond Blossom.” The Asian collectibles and toys brand has recently expanded its European presence by opening its first store in the Netherlands.

Van Gogh Museum is looking forward to expanding its licensing even further at Brand Licensing Europe in London, Sept. 24-26. Veraart says that while the museum has built a very complete licensing program over the years, it’s always searching for new opportunities.

“Partnerships in the product categories, Toys and Home Furnishing (wallpaper), would be interesting to add to our range of products,” she says. “And we are currently working on a very exciting collaboration for Q1 2025. We can’t wait to share this one with the world.”

This story was taken from the September 2024 issue of License Global. Read the full issue here …