Within the museum, they represent the world of (Amsterdam’s) young adults, and they will work with the museum to create programmes, events and collaborations that appeal (more directly) to this population group. The Van Gogh Museum aspires to be relevant for everyone and to be a place where everyone feels at home. In this video, that is part of the campaign by VERYRARE Agency, the Beeldbrekers describe themselves and their connection with Van Gogh.
Beeldbreker Yassin Tallih:
‘When we seek each other out as people based on what we have in common, we can learn to embrace each other’s differences from there. I hope that I’ll be able to convince more young people to visit the museum, because it’s a place where you can develop your talents. Who knows, the next Van Gogh might be living in Amsterdam Nieuw-West right now!’
In the four-year programme Van Gogh Connects, launched in 2016, the Van Gogh Museum investigates how it can continue to be relevant to Amsterdam’s young adults with a bicultural background. One of the first and most important lessons was that it is important to create programmes with the target group, instead of just for them. This insight prompted the Van Gogh Museum to ask this eager group of young adults, who were already acting as a thinktank for Van Gogh Connects, to collaborate with the museum for the longer term. As a result, young adults – and particularly those with a bicultural background – now fulfil a permanent role within the museum. These Beeldbrekers draw on their personal and varied perspectives and expertise to help the Van Gogh Museum become more inclusive, both internally and externally.
The Beeldbrekers are a group of young adults with a bicultural background aged between 18 and 30 years who draw on their own perspectives and expertise to help the Van Gogh Museum become more inclusive. They all have affinity with the cultural sector and are intrinsically motivated to make the sector as a whole more diverse, so that art can also touch other young adults and vice versa.
The group chose their name to express the idea that, in order to promote new images of art, museums and their visitors, the existing images should first be examined and reframed. The Beeldbrekers wish to break open the ideas of and about museum visitors, museum staff, and their own peers by confronting them with commonly held ideas on the relevance and accessibility of museums and its typical visitors.
Beeldbreker Jaouad Chentouf:
‘I have noticed that many young adults don’t get much exposure to art and museums. They tend to think that it’s “dull” or complicated, while nothing could be further from the truth! I want to help others experience the power of art and creativity, and I have lots of ideas on how we can achieve that. Being a Beeldbreker gives me the opportunity to develop them.’
Within the museum, the Beeldbrekers represent the world of young adults, and they will work with the museum to create programmes, events and partnerships that appeal (more directly) to this population group. For example, a temporary exhibition will open on 7 October (Erratic Growth), compiled by four of the Beeldbrekers. The group has also contributed to the collaboration with the Daily Paper fashion brand.
Beeldbreker Carmène Margarita:
‘I hope to be able to give young people like myself a voice in the Van Gogh Museum so that they can experience the value and importance of art and museums in a way that works for them. We are the future, which makes it important for the museum to consult us.’
The first group of Beeldbrekers is presently at work and will continue in this composition until June 2021, when the group composition will be partly renewed. The museum will recruit new Beeldbrekers each year. The Beeldbrekers know best how to reach out to young adults since they are part of that target group. Thanks to their creative ideas and fresh perspectives, the Van Gogh Museum can learn a lot about a large population group that is all too often neglected.
With thanks to
Fonds 21 supports Van Gogh Connects and the Beeldbrekers.