[Interview] The Van Gogh Museum’s 50th Anniversary: A Look Back and a Look Ahead With Samsung Art Store

Few artists are as well known and beloved as Vincent van Gogh. From “Almond Blossom” and “Sunflowers” to his iconic self-portraits and striking impressionist works, Van Gogh is recognized worldwide for his use of bold colors and dramatic brush strokes. Housing the largest collection of Van Gogh’s art in the world, the Van Gogh Museum in Amsterdam, Netherlands, is dedicated to the work of both the artist and his contemporaries.

▲ The Van Gogh Museum, Amsterdam

Samsung Newsroom sat down with Jordy Howldar, Head of Business Development Asia at the Van Gogh Museum, to discuss how technology is preserving Van Gogh’s legacy for future generations and how the partnership with Samsung Art Store has enhanced art accessibility.

Democratizing Access to Art With Samsung Art Store

Q: Could you give us an overview of your role at the Van Gogh Museum?

As Head of Business Development Asia at the Van Gogh Museum, I am responsible for partnerships and licensing in Asia. My work primarily involves building the museum’s presence within the Asian market, collaborating with notable brands to expand reach and managing these partnerships to ensure they align with the values and goals of the Van Gogh Museum.

Q: The relationship between Samsung Art Store and the Van Gogh Museum dates back to 2018. Since then, has the museum changed how it selects art pieces to feature in Samsung Art Store?

Our approach when selecting art pieces for Samsung Art Store has evolved since 2018. Now, we carefully consider the preferences and trends among global audiences and aim to showcase a diverse collection of Van Gogh’s work that resonates with different cultures and tastes. Over the years, Van Gogh’s art has become immensely popular with The Frame users — as both his famous pieces and lesser-known works have attracted massive viewership.

▲ “Self-Portrait with Grey Felt Hat” (1887)

Q: What is the significance of making Van Gogh’s work available to large audiences through a platform like Samsung Art Store?

Platforms such as Samsung Art Store democratize access to art, allowing people to experience Van Gogh’s creativity without needing to travel. In addition, his pieces are exposed to new audiences who might not otherwise have the opportunity to engage with them.

Half a Century of Immortalizing Artistic Excellence

Q: How is the Van Gogh Museum celebrating its 50th anniversary?

To celebrate its 50th anniversary, the museum is organizing special exhibitions, events and educational programs to reflect on past achievements and anticipate future contributions to the art world. We encourage everyone to join the celebrations by attending our collaborations and exhibitions — such as the one with Pokémon which runs until January 2024. Earlier this year, we held the Sunflower Art Festival to celebrate the anniversary.

▲ “Sunflowers” (1889)

Q: What are some of the most memorable or significant moments in the Van Gogh Museum’s 50-year history?

For our first anniversary, the museum held an exhibition for visitors to explore the history of the institute. Without the unconditional support from the Van Gogh family, the museum simply would not exist.

Q: Of the pieces selected for Samsung Art Store, which ones would you recommend users display on The Frame?

The first would be “Wheatfield Under Thunderclouds,” a striking painting illustrating a dark, brooding sky and a golden wheatfield. When displayed on The Frame, the dramatic contrast captures the emotional intensity and turbulence that Van Gogh originally felt.

▲ “Wheatfield Under Thunderclouds” (1890)

Next, I’d recommend “Fishing Boats on the Beach at Les Saintes-Maries-de-la-Mer.” The vibrant blue shades of the sea and sky juxtaposed against the colorful boats makes this painting ideal for The Frame. The screen’s ability to render vibrant colors brings the scene to life, enhancing the painting’s lively and dynamic nature.

▲ “Fishing Boats on the Beach at Les Saintes-Maries-de-la-Mer” (1888)

My third pick would be “Landscape at Twilight,” a painting depicting a twilight sky and rural landscape. The Frame’s display accurately captures these subtle nuances in colors — making the idyllic piece a calming addition to any room.

▲ “Landscape at Twilight” (1890)

Preserving Legacy With Technology

Q: How has technology impacted the Van Gogh Museum since its opening in 1973?

Our mission is to inspire diverse audiences with the art and life of Vincent van Gogh, and we are always searching for new ways to do so. As such, we’ve incorporated new technologies both inside the museum and online to further preserve Van Gogh’s legacy for future generations.

Q: How does The Frame elevate the viewing experience of art?

The focus of the museum has always been to showcase our expansive Van Gogh collection. Offering this collection of masterpieces on The Frame gives users an opportunity to enjoy Vincent van Gogh’s world-famous paintings from home. Of course, we hope people will also be inspired to come and enjoy the art in person at the Van Gogh Museum in Amsterdam as well.

Q: In December, Samsung Art Store will feature a curated Van Gogh collection called “Van Gogh in Winter.” What can viewers expect to see in this collection?

We are thrilled to bring a carefully crafted selection of artwork to Samsung Art Store. Each masterpiece — from the vivid “The Bedroom” to the serene “Snow-Covered Field with a Harrow (after Millet)” — encapsulates Van Gogh’s revolutionary use of color and emotive landscapes.

The “Van Gogh in Winter” collection offers a unique window into Van Gogh’s world, showcasing his evolution as an artist and his enduring impact on art history. We invite viewers to immerse themselves in these classic works and experience Van Gogh’s art in a new vibrant, digital format.

▲ “The Bedroom” (1888)

▲ “Snow-Covered Field with a Harrow (after Millet)” (1890)

Q: Are there any upcoming events at the museum?

Visitors can enjoy the special “Pokémon x Van Gogh Museum” activities in the museum until January 7, 2024. “Matthew Wong l Vincent van Gogh: Painting as a Last Resort” will then open in early March — a temporary exhibition inviting attendees to discover the colorful and expressive art of Matthew Wong and his artistic connection with Vincent van Gogh.

Visit Samsung Art Store in The Frame to see more of the Van Gogh collection.