Floral Street to collaborate with Amsterdam's Van Gogh Museum on artwork-inspired fragrances

The British perfume house has landed a four-year deal with the educational organisation

British perfume brand Floral Street has become the first fragrance partner of Amsterdam's Van Gogh Museum.

As part of the four-year deal, Floral Street has collaborated with the organisation housing Vincent Van Gogh's artwork and letters to develop a line of home fragrances and perfumes inspired by his masterpieces.

Michelle Feeney, founder of Floral Street, said: "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.”

The partnership will kick off from August and aims to "bring to life the beauty and optimism of one of Vincent van Gogh’s most famous masterworks."

Emilie Gordenker, General Director of Van Gogh Museum, added: "Floral Street and the Van Gogh Museum share a mission to inspire a diverse audience for future generations.

"Our collaboration offers a fresh and different way to experience the art of Van Gogh.”

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