Van Gogh Museum’s Marijn Veraart discusses new and expanded collaborations, and how the museum is continuing to grow in the licensing and CP arena.
The heritage sector – from museums and galleries, through to universities, gardens and stately homes – continues to gain momentum when it comes to licensing, with 2022 having seen some high profile product launches and collaborations.
LicensingSource.net catches up with some of the companies operating in the sector.
Today: Marijn Veraart, head of global partnerships & licensing, Van Gogh Museum.
“Partnerships in the form of licensed products and sponsorships allowed us to inspire people all over the world, even when the Museum was closed [due to the pandemic].
In spring, Italian olive oil brand Monini partnered with us for the exhibition Van Gogh and the Olive Groves celebrating Van Gogh’s fascination with the olive tree. Monini made it possible to bring Van Gogh’s art and love for nature into homes and on the tables all over the world with a special edition of Monini extra virgin olive oil dedicated to Vincent van Gogh.
Winning a B&LLA in the Best Brand Licensed Health & Beauty Product or Range category for the perfume Sunflower Pop with the sustainable British fragrance brand Floral Street this April was definitely a highlight. We continued our collaboration with the introduction of two home fragrance collections in July, bringing to life two of Van Gogh’s most famous masterpieces: Sunflowers (1889) and Almond Blossom (1890).
“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.
For now, we are working hard with Floral Street Fragrances on the roll out of the incredible Home Fragrance range and Blueprint Collections on their third phase range as success in the stationery category continues to build. For 2022 and 2023, the year we will celebrate the Van Gogh Museum’s 50th jubilee together with the public and our partners, we continue to look for brands that naturally link to Vincent van Gogh, in what drives them or their consumers.
We are in the enviable position where we can work with the assets we own with a view to bringing to market beautifully created and delivered product. To be able to do that, the companies we collaborate with and licence these assets out to also need to be able to deliver that creativity. That means we are always on the lookout for new partners that offer a different creative angle across finished product, as well as innovative ways of bringing this to market that focus on better working practices and ethically sourced raw materials.”
This feature originally appeared in the autumn 2022 edition of Licensing Source Book. To read the full publication, click on this link.
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