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Fine Art Meets Fine Fragrance At Van Gogh Museum

Floral Street, the independent, clean and sustainable, award-winning brand, is the first fragrance partner of the internationally renowned Van Gogh Museum in Amsterdam.

In a four-year deal brokered by Licensing Link Europe, across fragrance and scented home products, it will celebrate the works of Vincent van Gogh, and excite audiences globally in appreciation of fine art and fine fragrance. This first-of-its-kind collaboration will 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 Michelle Feeney, the founder of Floral Street.” 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.”   

Floral Street was launched in 2017 with a vision to create eco-conscious fine fragrances accessible to all. Master perfumer Jérôme Epinette, known for his mastery of sustainable natural raw materials, has created perfumes with ingredients that are traceable from source to scent.

As a responsible beauty brand Floral Street has put sustainability at its heart from the very beginning, with vegan and cruelty-free products and packaging that is reusable, recyclable, refillable or biodegradable. Currently experiencing global growth, doubling their business over the last year, Floral Street products are now available in 13 markets including the UK, US, Canada, Australia, Europe and South Africa.

This special partnership will see the first global launch in August 2021, and it will bring to life the beauty and optimism of one of Vincent van Gogh’s most famous masterworks, says Emilie Gordenker, General Director, Van Gogh Museum.

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

The Van Gogh museum is among the most popular in the world. Located in Amsterdam, the Van Gogh Museum attracts more than two million visitors annually from around the world, to the largest collection of works by the celebrated artist Vincent Van Gogh.


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