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Van Gogh Museum launches Relievo collection of Van Gogh masterpieces in Hong Kong
Detail of Relievo, Wheatfield under thunderclouds. Van Gogh Museum Amsterdam.
AMSTERDAM.- The Van Gogh Museum, in cooperation with Fujifilm, has developed a technique for the production of three-dimensional reproductions of Van Gogh masterpieces. These reproductions, which are called Relievos, are of such outstanding quality that they resemble the original artwork very closely. At present, the Relievo collection consists of five works: Almond blossom (1890), Sunflowers (1889), The harvest (1888), Wheatfield under thunderclouds (1890) and Boulevard de Clichy (1887). The collection launched in Hong Kong on Monday 15 July.

The special 3d technique, by means of which these reproductions are produced, goes by the name of Reliefography. This technique is a combination of a three-dimensional scan of the painting and a professional, high-resolution print. A Relievo consists of a faithful reproduction of the front of the painting, as well as of the back and comes in a frame. During the production process, experts of both Fujifilm and the Van Gogh Museum closely monitor highly rigorous quality checks. Size, colour, brightness and texture are reproduced as accurately as possible to create a full-scale premium 3D replica of a Van Gogh painting. The final result has been approved by the curator of the museum.

Cultural enterprise
The museum intends to generate extra revenues and to find new targets groups with this new generation of reproductions. The Van Gogh Museum, being a cultural enterprise, is continuously searching for new markets. Moreover, the museum intends to be in the vanguard of the latest technological developments. This technique takes the reproduction of works of art to new levels of outstanding quality, which the museum likes to offer to those who enjoy Van Gogh's paintings.

Educational purposes
In addition to selling the product, it is also meant for educational purposes. For instance, segments of a Relievo are used in the Van Gogh at work exhibition. Due to its restricted size and delicate nature, the Van Gogh Museum collection can only be enjoyed by a limited number of viewers. By means of the Relievos, availability and accessibility of the works of art can be enhanced, which gives the museum the opportunity to realize its mission to inspire and enrich as large an audience as possible. Besides, viewers will now be able to come up close to a Van Gogh painting, even touching it. This opens up different perspectives, among them the use of the reproductions for the benefit of the blind and visually impaired.

New entrance
The revenues are partly intended for realizing the plans for the renovation of the new wing - with a second entrance from the side of the Museumplein. Secondly, the long(er)-term upkeep of the quality of the museum and its collection also needs to be guaranteed.

The Relievo collection is on display at Gallery by the Harbour in HongKong from 16 July to 4 August 2013.

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