21 October 2016
Art x Music x Story: Armin van Buuren brings Van Gogh to life in unique showcase during ADE.
This evening, the five-time World’s Best DJ Armin van Buuren will be performing live in the Entrance Hall of the Van Gogh Museum from a 3D cube several metres above the ground, complete with mesmerising kaleidoscopic effects. This unique showcase is to celebrate the launch of Embrace Vincent, the special edition of the multimedia guide developed by Van Buuren in collaboration with the museum. The performance will be broadcast live around the world via two 25-minute Facebook Livestreams (21.30), enabling the museum and Armin to reach more than 9 million fans. Embrace Vincent is a joint initiative of ALDA, the organisation behind events including Armin Only and A State of Trance.
Surrounded by epic light projections of Van Gogh’s works drawn from the museum’s permanent collection – the works selected by Van Buuren for the Embrace Vincent multimedia guide – Armin will bring Vincent’s art to life to the rhythm of his beats. Amid the projection of Almond Blossom, the DJ will introduce ‘Beautiful Life’, a track that pays tribute to the founder of the museum, Vincent Willem van Gogh. With ‘Blue Fear’, Van Buuren creates musical accompaniment to Wheatfield with Crows and reflects on the death of the world’s best-known Dutch artist. ‘Mirage’ is Van Buuren’s audio association with Van Gogh’s The Sower, symbolic of new life.
11 Van Gogh artworks linked to tracks from Club Embrace
In the special multimedia guide, Armin offers a truly personal interpretation of the eleven Van Gogh works that he selected for the project. In the case of Wheatfield with Crows, for example – a painting that was long considered to be Van Gogh’s final work before committing suicide – the DJ contemplates the vivid colours, which stand at odds with Van Gogh’s presumed dark frame of mind at the time.
‘I remember my parents talking about Van Gogh’s works like Sunflowers and Almond Blossom when I was little. But I never properly understood what they were about. So when the opportunity arose for me to use my music to introduce young people to this art, I had to grab it. I’m extremely proud that my music now accompanies eleven of Vincent’s masterpieces’, explains Armin van Buuren.
Van Buuren has linked all 11 artworks to tracks on his new album Club Embrace, set for release this month. Through listening to the music, museum visitors are drawn into the DJ’s narrative and gain a fresh perspective of the works through his eyes.
‘And that is exactly why we started collaborating. Looking and listening through Armin’s eyes and ears allows you to see, experience and feel new things. We enjoy working together with contemporary artists and performers to showcase Van Gogh’s inspirational energy. I think it’s refreshing to see how Van Gogh can kindle new perspectives and emotions. And how these perspectives and emotions can be passed on to others’, adds Axel Rüger, Director of the Van Gogh Museum.
Every year, Van Buuren reaches millions of fans all over the world with his music. The Embrace Vincent initiative will result in a cross-pollination of the DJ’s fans and the relatively young visitors to the museum. ‘The combination of music and art enables us to reach out to a new, different target group’, says Axel Rüger.
Embrace Vincent, a special addition to the museum’s existing multimedia guide, will be available from the multimedia desk at the museum until 1 December 2016. In the weekend of 22 and 23 October, ADE guests receive the guide for free upon production of their ADE ticket.
ALDA: initiator of Embrace Vincent
Van Buuren and the Van Gogh Museum were brought into contact by ALDA, the organisation behind events including Armin Only and A State of Trance. ‘For each edition of the Amsterdam Dance Event, our company is keen to organise a unique, one-off event in keeping with ALDA’s character’, explains Allan Hardenberg, Director and founder of ALDA.
‘This year, we wanted to devise a concept centred on passion. Passion for music, but also passion for art. It is extraordinary to link two worlds that initially appear so contrasting. Vincent van Gogh and Armin van Buren are both icons. Indeed, icons from different eras and worlds, but they are now united’, adds Hardenberg.
Embrace Vincent showcase livestream
On the evening of Friday, 21 October, Armin van Buuren will perform in the Van Gogh Museum’s glass Entrance Hall. In the past two weeks, fans of the DJ, followers of the museum and participants of the BankGiro Loterij had the opportunity to win a ticket to this unique event. The performance will be broadcast live via two 25-minute Facebook Livestreams on the Van Gogh Museum and Armin van Buuren pages. The showcase starts at 21.30.
ALDA & T-Mobile present Armin van Buuren in the Van Gogh Museum is a joint initiative of ALDA, Armin van Buuren and the Van Gogh Museum. The showcase on 21 October is supported by ALDA, Armin van Buuren, T-Mobile, David Lewis, the BankGiro Loterij, Armada and Silvana.