Partnerships with impact

With consumers more than ever looking for authenticity and to feel emotionally connected to brands, the Van Gogh Museum – with its unique insight into Vincent van Gogh’s life and work – offers its partners the opportunity to tell powerful stories.

Almost everyone knows Vincent van Gogh. “He’s a pop culture icon,” says Marijn Veraart, the Museum’s head of global licensing. “Globally, he has around 95% awareness.”

It’s no surprise, then, that the Museum is a go-to destination for brands looking to add value to their products. “In addition to hundreds of images, we also have almost all the letters that Vincent wrote to his brother Theo,” explains Marijn. “We know so much about what drove him. That and the fact that we’re a museum devoted to one single artist means we can offer an unparalleled insight into Vincent’s world.”

Shared values are important when it comes to choosing a licensing partner. “We come across brands that link beautifully to Vincent in what drives them or their consumers. Floral Street Fragrances [see p12] is a sustainable British brand, and as we’re working towards our own sustainability goals, partnering with the company made perfect sense. We always try to find a ‘hook’, such as the importance of good mental health, which Manduka took as its inspiration for a range of yoga wear [p14].”

Brands are invited to push boundaries creatively – just as Vincent did – while those looking for inspiration can take advantage of two style guides; a third, out soon, will feature some of Vincent’s lesser-known paintings and line drawings to continue to offer consumers something new and surprising. Brands have access to everything the Museum holds, and can take advantage of its expertise in colour matching and its extensive online reach.

“We encourage our partners to make films throughout the creative process, as they work well on social media and show the passion that goes into each collaboration,” says Marijn. “That’s the core message. Vincent did everything with passion – and perseverance – and so should we.”