Samsung Electronics has announced a partnership with the Van Gogh Museum in Amsterdam, aimed at integrating technology with art. This three-year collaboration introduces a new audio tour powered by Samsung's Galaxy S25+ smartphones, offering visitors an enhanced way to experience Vincent van Gogh's artwork.
"We believe technology should open doors to inspiration and connection," stated Sean Yun, President and CEO of Samsung Electronics Benelux. "Our partnership with the Van Gogh Museum is a powerful example of how mobile innovation can bring cultural experiences to life in more intuitive and personal ways for people everywhere."
The updated audio tour, which launched on June 10, employs 1,600 Galaxy S25+ devices. These replace the previous hardware with a more compact and user-friendly system, providing clearer audio and improved display quality for detailed visuals.
Samsung and the museum plan further enhancements to incorporate Galaxy AI features for personalized visitor experiences. Additionally, Samsung will release Van Gogh Museum branded cases for Galaxy smartphones inspired by the artist's famous works like Sunflowers and his self-portrait. These will be available at various retail outlets including Samsung Experience Stores and the museum's own store.
Emilie Gordenker, Director of the Van Gogh Museum, expressed enthusiasm about the collaboration: "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."
The Van Gogh Museum houses over 200 paintings, nearly 500 drawings, and more than 700 letters from Vincent van Gogh. It attracts global visitors annually while reaching millions through its online platforms.