VAN GOGH MUSEUM AND ARMIN VAN BUUREN LAUNCH MULTIMEDIA GUIDE

The Van Gogh Museum and DJ Armin van Buuren will be collaborating on a unique, one-off project. On 21 October 2016, a special edition of the multimedia guide for museum visitors will be launched: Embrace Vincent. For this version of the multimedia guide, Van Buuren has selected eleven paintings by Vincent van Gogh, arguably the world’s best-known Dutch artist. Embrace Vincent is a joint initiative with ALDA, global developer and promoter of electronic music brands and DJ concepts. Launched as part of this year’s Amsterdam Dance Event (19 to 23 October), the special multimedia guide will be offered in Dutch and English, and will be available until 1 December 2016.

Embrace Vincent allows visitors to discover Van Buuren’s fascination with Vincent van Gogh. The acclaimed DJ provides personal commentary on eleven works drawn from the museum’s permanent collection, accompanied by music from his ‘Armin Only Embrace’ World Tour. The ‘Armin Only Embrace’ world tour is closely related to Armin van Buuren’s latest artist album, ‘Embrace’, in which the DJ embraces different styles, genres, and sounds through collaborations with a wide range of internationally acclaimed artists. The music used in the multimedia guide will also be released as a separate album, entitled Club Embrace. ‘After meeting Willem van Gogh and getting to know more about the museum, I was blown away. The paintings come to life, it’s hard to get them out of your head. And I instinctively linked the paintings to music. Van Gogh is inspirational, and he certainly inspired me’, explains Armin van Buuren.
Axel Rüger, Director of the Van Gogh Museum: ‘This collaboration sees us bring music, art and the museum together. Each form of expression influences the other; culture works as a unifying force. The Embrace Vincent project allows us to highlight how Vincent’s legacy remains relevant. And more importantly, that this legacy is being passed down to future generations. This takes numerous different forms, as is aptly illustrated by this collaboration between the museum and Armin van Buuren. This fantastic idea has its roots at ALDA, who put us in touch with Armin’.
A temporary addition to the existing multimedia guide, Embrace Vincent will be available until 1 December 2016. It will be offered in both Dutch and English. Visitors can listen to Embrace Vincent as a stand-alone guide, or combine it with the existing multimedia guide, which is available in eleven languages. In addition to the multimedia guide, Armin van Buuren will perform in a unique, one-off showcase at the Van Gogh Museum on Friday, 21 October 2016. An extremely limited number of tickets for this performance, part of the Amsterdam Dance Event, will be made available to fans of Vincent van Gogh and Armin van Buuren on their respective social media channels.
Embrace Vincent is a collaboration between the Van Gogh Museum, Armin van Buuren and ALDA. Armin van Buuren’s upcoming album Club Embrace is available on pre-order here!