Samsung and the Van Gogh Museum are joining forces in a three-year partnership aimed at bringing art and technology closer together. Through a newly enhanced audio tour at the museum, the partners are building a bridge between art, Van Gogh’s life story, and Samsung’s cutting-edge technology. Among the highlights of the tour is Van Gogh’s iconic masterpiece Almond Blossom.
To celebrate the partnership, Amsterdam residents and visitors will be treated to a truly special experience in June, inspired by Almond Blossom – a painting that symbolises new beginnings. The updated audio tour will be available to visitors at the Van Gogh Museum starting 10 June.
The Van Gogh Museum’s renewed audio tour, in partnership with Samsung, guides visitors through iconic works in the permanent collection, including ‘Almond Blossom’ (1890). Photo: Matthijs Klaassen
Commitment to innovation
The Van Gogh Museum houses the world’s largest collection of works by Vincent van Gogh and his contemporaries. Van Gogh was known for constantly reinventing himself. With his innovative ideas about paint, colour, and light, he developed his own distinctive style.
Samsung shares this same commitment to continuous innovation. It is from this common ground that the ambition arose to enhance the visitor experience at the museum through the power of technology.
According to Gerben van Walt Meijer, Marketing Director of Samsung Mobile:
‘Younger generations explore the world digitally, which presents a great opportunity for Samsung to partner with the Van Gogh Museum. Our goal is to use technology and innovation to support how they express themselves, learn, and discover. Through innovation and our devices, technology opens a new door to experience Van Gogh’s world - and his most beloved works - in an entirely new way.’
Unlocking Van Gogh
The renewed audio tour gives visitors the opportunity to not only engage with the art, but also discover the person behind the masterpieces. Powered by the new Samsung Galaxy S25+, the tour is a first step in a broader, multi-year partnership in which Samsung and the Van Gogh Museum will continue to explore innovative ways to enrich the museum experience through technology.
Emilie Gordenker, Director of the Van Gogh Museum, explains:
‘At the Van Gogh Museum, we aim to be at the top of our game and in response to our own times, and to do so in our own innovative way. We are delighted to collaborate with Samsung as a technology partner to make the museum experience even more engaging.’