Van Gogh Museum to launch its first ever fragrance with Floral Street

The Van Gogh Museum is launching its first ever fragrance thanks to a partnership with Floral Street.

In a four-year deal brokered by Licensing Link Europe encompassing fragrance and scented home products, the partnership will celebrate the works of Vincent van Gogh and explore how his passion for the natural world has inspired sustainable scent creations.

“I’m honoured that Floral Street has been chosen as the first fragrance brand to partner with the Van Gogh Museum,” said Floral Street Founder Michelle Feeney.

“Drawing inspiration from Vincent van Gogh’s timeless masterpieces, we discovered a shared love of nature and finding beauty in the everyday. Through this collaboration, we are able to tell our story in a new way, in which the beauty of art and fragrance meet.”

This first product in the range – one of Vincent van Gogh’s most famous masterworks – will launch in August 2021.

Emilie Gordenker, General Director at Van Gogh Museum, added: “Floral Street and the Van Gogh Museum share a mission to inspire a diverse audience for future generations. Our collaboration offers a fresh and different way to experience the art of Van Gogh.”