The Van Gogh Museum in Amsterdam has partnered with a fragrance company to develop a range of fragrances inspired by the artist’s masterpieces.
The museum is working with British fragrance brand Floral Street and its master perfumer to create the fragrances, which are inspired by the artist’s many masterpieces.
Emilie Gordenker, director general of the museum, said the aim was “to offer a new and different way of discovering the art of Van Gogh”.
Although the museum’s curators were not directly involved in the project, the museum’s director of licensing Marijn Veraart told Artnet News that they were involved in verifying the accuracy of any information gleaned from the life of Van Gogh.
“It is of the utmost importance that the reputation of Van Gogh, his art and the museum is protected and treated with great care and respect,” said Veraart.
For more than a century that the troubled artist has known his fate in a wheat field, his work has become a true mark, and the The Van Gogh Museum, which already sells dozens of Van Gogh-themed products, was quick to recognize it as a source of income.
“Our collaboration with Floral Street expands the reach into a different product category for the Van Gogh Museum – sparking awareness, interest and participation, furthering the implementation of the museum’s mission of inspiring a diverse audience for them. future generations, ”Veraart said.
The first one home fragrances and scented products will be available for purchase in August.
The move comes at a time when the whole world is keenly interested in selling the artist’s work as an experiment. In the United States, there are nearly 50 immersive light installations showcasing his work, and the Amsterdam museum has its own competition “Meet Vincent van Gogh” experience.
“It’s great to see a sustained and growing global interest in Vincent van Gogh,” project manager Arnold van de Water told Artnet News.
Along with the fragrance launch, Floral Street commissioned a still-unknown digital artist to create a modern take on a Van Gogh masterpiece to be unveiled at the museum.
“After having had a private tour in the museum, I was so inspired by several paintings and realized that the art of Vincent van Gogh is so accessible to all age groups and that his masterpieces artwork are reflected around the world, ”Floral Street founder Michelle Feeney told Artnet News.
While the company still keeps the exact paintings that inspired the fragrances a secret, Feeney said the first creation will celebrate “one of his most recognizable masterpieces.”
This is not the first time that museums have experimented with perfume. In 2015, the Van Gogh Museum organized “Feeling Van Gogh”, an interactive exhibition for the blind that included olfactory elements.
Other museums have also experimented with the medium. The Louvre created eight fragrances inspired by some of its masterpieces in 2019, and more recently a company called Odeuropa received $ 3.4 million in EU funding to create the first ‘Museum of Odors’ to recreate historic smells.
Elsewhere, the Mauritshuis in The Hague is currently hosting an exhibition in which visitors can smell some of its artwork, although the stench of a 17th-century canal is far less appealing than the smell of a flower. almond tree Van Gogh.
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