Arnold van de Water: Key Conference Speaker at MAPIC 2019

Van Gogh Museum experiential content to present at MAPIC on 13 November.

General Manager of the Meet Vincent van Gogh Experience, Arnold van de Water, will present at the MAPIC 2019 Asia Forum in Cannes at 4.30pm today. Following the Experience’s successful tour stop in Seoul, Korea earlier this year, Van de Water will offer his insights on the successes and best practices for experiential content when entering the Asian market. Van de Water will also share his experience of translating the Van Gogh Museum’s authentic cultural brand into innovative content, bringing the Museum’s collection to international audiences.

Meet Vincent van Gogh Seoul

Meet Vincent van Gogh Seoul was produced in collaboration with Mast Media & Entertainment. The Experience opened its doors at the prestigious Woojung Arts Centre in mid-April this year, attracting over 80,000 visitors during its three-month run. The Experience’s use of digital interactive stations to tell Van Gogh’s inspiring life story was celebrated by visitors and local media as “truly mesmerising.” (ET News – Korea IT News, May 2019.


Speaking about the success of Meet Vincent in Korea, CEO of Mast Media & Entertainment Yong K. Kim, said: “Meet Vincent van Gogh is a completely multi-sensory experience that people can touch, look at and hear - altogether a new paradigm. The fact that people can take selfies freely throughout the exhibit led the Experience to become a hotspot for social media savvy youngsters, as well as families and students.”

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Kim also notes that: “The Meet Vincent van Gogh team impressed us with their ability to create effective solutions to logistical challenges. Under complicated conditions, we collaborated to introduce Meet Vincent to the Korean market and achieved outstanding results.”

Unrivalled Retail and Licensing Opportunities

A highly-anticipated brand activation opportunity, Meet Vincent van Gogh’s Seoul tour stop enabled the Van Gogh Museum to expand its licensing network in Korea. For example, local technology leader LG Display and the LOTTE Group collaborated with the Van Gogh Museum on in store activations for LG OLED TVs and Meet Vincent tickets.

LG Display HD

Meet Vincent’s fully-stocked Van Gogh Museum retail shop was also enjoyed by visitors of all ages for its broad collection of items, designed to suit a range of tastes and budgets.

Boost Footfall: Van Gogh Museum Retailtainment

Alongside the Meet Vincent van Gogh Experience, the Van Gogh Museum works continuously to develop culturally authentic retailtainment experiences based on the Museum’s world-recognised brand.

From the Van Gogh Museum Edition Pop-Up of 100 sq m, to the full-size Meet Vincent van Gogh Experience in 1,200-1,500 sq m, Van Gogh Museum retailtainment combines innovative storytelling with comprehensive Van Gogh Museum retail platforms. This creates spaces in retail environments where families, digital nomads, tourists and locals of all ages can enjoy artistic and retail pursuits at the same time.


A prime example of a retail, lifestyle, merchandise and F&B destination, Van Gogh SENSES is licensed by the Van Gogh Museum and has locations across China. This includes the K11 Art Malls in Shanghai and Guangzhou. Van Gogh SENSES brings the Van Gogh Museum’s expertise and brand to life through a boutique florist, café, bistro, fine-dining restaurant, gift shop and breath-taking flagship store.


For more information on Van Gogh Museum retailtainment and what our authentic cultural brand can do for your retail environment, download our one-page value proposition here.

Interested in hosting the Meet Vincent van Gogh Experience and becoming a part of the success? Register as a promoter or venue for a free copy of the Meet Vincent van Gogh promoter’s book to learn the answers to all your questions: from technical production and design, to how the Van Gogh Museum’s distinctive branding can maximise the Experience’s impact within your environment.

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