The awards, which recognize unique licensing partnerships, were won in the ‘Best Licensed Heritage or Institution Brand’ category. The CARIUMA x Van Gogh Museum sneaker collection was awarded in the category ‘Sustainability Brand Licensed Product or Range’.
Licensing awards
The Brand & Lifestyle Licensing Awards (The B&LLAs) are presented every year in the United Kingdom to companies and organisations for excellence in product innovation, brand licensing management and retail. It is the first time the museum has won the award for ‘Best Licensed Heritage or Institution Brand’, presented to a cultural institution that produces creative products inspired by their own collection or archive.
On top of that, the museum received the award for its sneaker collection with the sustainable sneaker brand CARIUMA. The sneakers are inspired by various works of art by Vincent van Gogh, celebrating the beauty of nature.