AMSTERDAM.- The Van Gogh Museum has appointed IMG as its licensing representative. This company will represent the Van Gogh Museum Amsterdam brand in various countries, including the United States and countries in Asia. Licensed product and content collaborations make Vincent van Gogh’s life and work accessible to more people.

Sven Thierhoff, VP of Licensing, IMG: ‘Van Gogh’s work is widely recognised as having the power of a cultural brand, enriching and inspiring individuals everywhere. We feel extremely privileged to be working with the prestigious Van Gogh Museum, which houses the world’s largest Van Gogh collection, and together we look forward to making his art accessible to people who might not have the opportunity to visit and experience it for themselves.’

The Van Gogh Museum and IMG will be looking for new international collaborations in the field of product licensing and live brand activation through events and entertainment. New carriers of the stories of the Van Gogh Museum will be marketed through the products of partners who feel passionate about art. For example, the Van Gogh Museum previously collaborated with lifestyle brands such as Vans and Daily Paper, successfully combining fashion and art.

Laurine van Rooijen, Head of Licensing and Wholesale at the Van Gogh Museum: ‘IMG enables us - through collaborations - to reach out to people all over the world who have a personal connection with the museum and the artist, and to reach those who don’t have this kind of connection yet. We hope that together with IMG, we can inspire people with stories about Van Gogh, and show them there might be a link between Vincent van Gogh and their own personal lives. This contributes to our mission to make Vincent van Gogh’s life and work accessible to as diverse a group of people as possible, to enrich and inspire them. It also contributes to the management and preservation of Van Gogh’s heritage for future generations.’

IMG will extend Vincent van Gogh’s rich portfolio of art through multiple brand collaborations and across lifestyle categories including apparel, accessories, home, health & beauty, stationery, art, travel, food & beverage in order to reach a wide audience. The agency expects to work with brands ranging from luxury labels to youth-oriented fast fashion retailers and as well as consumer durable items with a strong design profile such as high-end white goods, consumer electronics and kitchen appliances.

IMG
IMG is a global leader in sports, fashion, events and media. The company manages some of the world’s greatest athletes and fashion icons; owns and operates hundreds of live events annually; and is a leading independent producer and distributor of sports and entertainment media. IMG also specializes in licensing, sports training and league development. IMG is a subsidiary of Endeavor, a global entertainment, sports and content company.