Van Gogh Museum, Floral Street Launch Multi-Category Partnership

Fragrance launch will kick off the partnership between the two.
License Global

May 25, 2021


Floral Street has been named as the first fragrance partner of the Van Gogh Museum in Amsterdam.

In a four-year deal brokered by Licensing Link Europe, across fragrance and scented home products, it will celebrate the works of artist Vincent van Gogh and will explore how his passion for the natural world through sustainable scent creations. 

This partnership will see the first global launch in August

“I’m honored that Floral Street has been chosen as the first fragrance brand to partner with the Van Gogh Museum,” says Michelle Feeney, founder, Floral Street. “Drawing inspiration from Vincent van Gogh’s timeless masterpieces, we discovered a shared love of nature and finding beauty in the everyday. Through this collaboration, we can tell our story in a new way, in which the beauty of art and fragrance meet.” 

“Floral Street and the Van Gogh Museum share a mission to inspire a diverse audience for future generations,” says Emilie Gordenker, general director, Van Gogh Museum. “Our collaboration

offers a fresh and different way to experience the art of van Gogh.”  

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