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Home , Gerrit Rietveld, Rijksmuseum, Van Gogh Museum, Vincent (opera)

For many visitors it makes sense to walk down the P.C. Hooftstraat prior to or following their visit to the museum ‘SINGLE ARTIST’ TOP ATTRACTION

With over two million visitors a year the is one of the most popular in the . Many of these people combine such a cultural trip with a bit of shopping or a drink in a café. ‘ and culture are a great boost to the economy of a city,’ says commercial director Adriaan Dönszelmann of the Van Gogh Museum.

eeping people attracted to one single artist is an art in itself. But it is one that the Van Gogh Museum hasK down to a tee. ‘We don’t just want to show , we want to tell Van Gogh’s story,’ Dönszelmann continues. ‘That’s what we do with the fixed collecti- on as well as with temporary exhibitions. And we also travel around the world with the Meet van Gogh Experience, a multimedia experience of the life of the artist. Using technology, visitors can step into Van Gogh’s shoes. They can hear the sounds that he heard, smell the smells that he smelled, and read his letters in virtual reality.’ It has proved a very popu- comfortable position.’ Hardly surprising, lar show. Of the two million visitors per because nowhere in the world are there year, 85% are from abroad, and many of so many Van Gogh paintings under one them come to the Netherlands especially roof as in . And it’s not just the for Van Gogh. collection that is interesting, the building itself is, too. The fixed collection is in a The Van Gogh Museum is often put in building designed by . The the same bracket as the Van Gogh Museum was his last design. and the Stedelijk Museum, but in fact it ‘That is what makes it extra special. It is a has a character all its own. ‘You might square building with many walls so that think that the three big museums we can show a large part of the collection. are competitors, but in practice we The wing for temporary exhibitions complement each other. Visitors to that was built in the 1990s has a very the Rijksmuseum are also keen to see different character. By making good use our museum. And the same applies of the building, its form reinforces the to the Stedelijk. So we are in a pretty collection.’ CROWD-PULLER For sound cross-fertilisation, Dönszelmann feels it is The role that art and culture play in Amsterdam is very important that the events that take place on important, believes Dönszelmann. ‘One in three tourists link up with the cultural character of the area. ‘A football states that they came to Amsterdam partly for Van Gogh, celebration is not as good a match as the Uitmarkt. We are so the museum is a key crowd-puller. Art and culture make increasingly trying to solve these things in consultation a significant contribution to the Amsterdam economy. It with the local population, business people and institutions makes sense for many visitors to the museum to walk down in the urban district. In the past, these things would be ___ to P.C. Hooftstraat afterwards. Or the other way around: discussed at the street level. But now we are organised in spruce up a day of shopping in Amsterdam with a cultural the Museumplein Neighbourhood Consultation Meeting. visit to the Museumplein. Because of these shared interests, That makes life a lot easier.’ the Van Gogh Museum is in the Business Investment Zone ‘ We could perhaps be of use and along with other local entrepreneurs. ‘We communicate and cooperate very well. We know where to find each give support to each other’ other and we coordinate things, from festive lighting in önszelmann December to neighbourhood safety. When we opened himself is writing to Anthon van Rappard, 1885 our new entrance, several shops on P.C. Hooftstraat had D passionate Vincent van Gogh as a theme in their shop windows. That about art. ‘It kind of goes shows that we work well together and try to create synergy.’ with the territory,’ he feels. He is sad that his place of work is not in the museum Thanks to the support of private individuals, companies and funds, the Van Gogh Museum is itself, but whenever he can able to make the life and art of the Netherlands’ most famous artist and his contemporaries he goes in to take a look at accessible to both present and future generations. Committed partners are essential to the the art he likes best: the museum’s efforts. impressionists, with The Harvest as his personal favourite. ‘I can’t get enough of it. It great that I have the opportunity every now and again to stand in front of that in As a Patron of the Van Gogh Museum Global Circle, our international network of corporate complete silence. It never fails to move me.’ That passion and private relations, your €5,000 annual contribution will support the museum’s innovative is what drives him in his work. ‘Museums are a great source educational programme. In this programme, the museum develops workshops and activities of enjoyment to me, and I’m happy that I can help other for children, special apps about our research, and so forth. people enjoy art too. The museum is limited in terms of the number of visitors it can accommodate. For me, the challenge is to make as many works as possible available You will also benefit from a range of exclusive privileges, including: to the greatest number of people and enable them to enjoy them. While all along we are doing maintenance and - invitations to exhibition openings and other network events; organising various events. That is what I love to do, to solve - unlimited, fast-lane access to the museum for 2 people; that puzzle as best I can.’ - several fast-lane entrance tickets to offer to your contacts; - discounted rates when hiring locations at the Van Gogh Museum; - inclusion of your name on our sponsorship board.

If you would like to contribute or receive more information, please send an email to [email protected] or call Jacqueline Rutten on +31 (0)20 570 5284.