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Van Gogh Museum Wins ‘Sustainability’ and ‘Best Heritage’ Awards

The Van Gogh Museum has once again achieved success at the Brand & Lifestyle Licensing Awards.

News and press
  • Date 26 April 2024
  • News Two B&LLAs for Van Gogh Museum
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The awards, which recognize unique licensing partnerships, were won in the ‘Best Licensed Heritage or Institution Brand’ category. The CARIUMA x Van Gogh Museum sneaker collection was awarded in the category ‘Sustainability Brand Licensed Product or Range’.

Licensing awards

The Brand & Lifestyle Licensing Awards (The B&LLAs) are presented every year in the United Kingdom to companies and organisations for excellence in product innovation, brand licensing management and retail. It is the first time the museum has won the award for ‘Best Licensed Heritage or Institution Brand’, presented to a cultural institution that produces creative products inspired by their own collection or archive.

On top of that, the museum received the award for its sneaker collection with the sustainable sneaker brand CARIUMA. The sneakers are inspired by various works of art by Vincent van Gogh, celebrating the beauty of nature.

More about the collaboration with CARIUMA

Marijn Veraart, Licensing Manager at the Van Gogh Museum:

‘It’s great that our licensing partnerships are so successful, and we are being acknowledged. We are proud of the unique products we develop with partners like CARIUMA. Made with the world around us in mind and to last a long time. To also win the award for Best Licensed Heritage or Institution Brand is the icing on the cake. This has only been possible thanks to our amazing team, the creativity of our partners, and our agent, Licensing Link.’

Brand & Lifestyle Licensing Awards

The Brand & Lifestyle Licensing Awards reward excellence in product innovation, brand licensing management and retail execution within the ever-evolving brand and lifestyle licensing arena. The awards are owned and organised by Max Publishing, which has a pedigree in licensing with The UK Licensing Awards, The Licensing Source Book and licensingsource.net. The Van Gogh Museum previously won Brand & Lifestyle Licensing Awards in 2021 and 2022, for the collaborations with Blueprint Collections and Floral Street Fragrances.

Licensing partnerships

In recent years, the Van Gogh Museum has entered into successful partnerships with renowned Dutch and international brands including Samsung, Beddinghouse, Pokémon and Montblanc. The collaborations are driven by shared values, and help the museum to inspire new and diverse target groups with the work and life of Vincent van Gogh. All products are developed with Vincent van Gogh’s legacy in mind, and the generated income supports the activities of the Van Gogh Museum.

More about the collaborations with licensing partners