Van Gogh Museum, Floral Street Announce Sweet Almond Blossom Perfume

Floral Street Fragrances has expanded its Van Gogh Museum range with a new eau de parfum, Sweet Almond Blossom, to sit alongside the Sunflower Pop! range introduced in 2021.

The inspiration for Sweet Almond Blossom eau de parfum comes from the sensual living experience and ethereal view of nature captured within Van Gogh’s 1890 masterpiece, "Almond Blossom," crafted in collaboration with the Van Gogh Museum, Amsterdam. Reimagining the art through fragrance was a challenge that inspired Michelle Feeney, founder, Floral Street, and Jerȏme Epinette, master perfumer.

“I was deeply inspired and moved by the iconic colors and emotion of this painting,” says Epinette. “For a simple subject there was so much complexity and storytelling in the shapes and movement of the branches. I captured this dynamism with a sparkling top from natural pomelo and focused on the matcha and apple blossom in the heart for a clean, crisp, but also lush floralcy to emphasize the multi-dimensionality. I ended with creamy vanilla and woods in the back for signature and warmth.” 

“Van Gogh’s art resonates with so many people of all ages around the world, and my personal connection to this masterpiece has enabled me to reset and evolve my blue-sky thinking,” says Feeney. “To express his uplifting Almond Blossom masterwork in a fragrance is a massive gift that I’m personally hugely proud of.”

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“We are extremely excited about the launch of the new fragrance that honors our incredible 'Almond Blossom' in the most graceful way,” says Marijn Veraart, head, global licensing, Van Gogh Museum. “Every product in our joint range celebrates the love of nature and finding beauty in the everyday. Partners like Floral Street help us to develop innovative, sustainable means of inspiring people with Vincent’s work and life.”

“We are extremely excited with the launch of the Sweet Almond Blossom eau de parfum,” says Ian Wickham, director, Licensing Link. “The team has worked tirelessly to bring to market a personal fragrance on the back of the success of both the home fragrance range and the Sunflower Pop! range. We couldn’t be more delighted to be working with such a fantastic and proactive fragrance partner who totally understands the importance storytelling plays within the Museum’s licensing strategy. Such a great partnership.”

Each Sweet Almond Blossom eau de parfum comes inside a biodegradable pulp box, wrapped in an FSC-certified sleeve featuring close crops of Van Gogh’s masterpiece. Crafted from planet-friendly concepts of reuse, repurpose, recycle and upcycle, the plastic-free boxes are created with high-quality recycled fibers and 100% natural renewable wood fibers from responsibly managed forests.

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