The Van Gogh Museum Is Turning The Artist’s Works Into… Perfume

The Van Gogh Museum, dedicated to the famed artist’s works, is partnering up with British label Floral Street to launch its own collection of themed fragrances.

This partnership will see the museum work with Floral Street’s master perfumer to create the scents, which will be inspired by the artist’s masterpieces.

Its goal is to “offer a fresh and different way to experience the art of Van Gogh,” said Emilie Gordenker, the museum’s General Director, according to a statement by Artnet News.

The museum’s curators, while not directly involved in the project, will be working to ensure the precision of any details drawn from the artist’s life. “It is of utmost importance that the reputation of Van Gogh, his art and the museum is protected and treated with great care and respect,” the museum’s Licensing Manager, Marijn Veraart, said.

While it’s difficult to imagine how one could turn visual artwork into scents, it’s not surprising that the museum has snagged yet another collaboration. In the past, its partnerships have ranged from Vans shoes to Samsonite suitcases and even a Monopoly collection.

Interestingly enough, as per Highsnobiety, there had been a Van Gogh perfume line in the late 90s, though it didn’t seem to take off then.

Nonetheless, the new collection could become a novelty item for guests to pick up on their way through the museum’s gift shop.

The first fragrances and scented home products will become available for purchase in August.

Source: https://designtaxi.com

Department of Graphic Design and Multimedia