12 December 2013
Launch in Benelux
Princess Anita of Orange, who has a great passion for Van Gogh's paintings, today launched a new generation of Van Gogh reproductions that go by the name of Relievos. The Relievo - the final result of years of collaboration between the Van Gogh Museum and Fujifilm - shows all the details of the original painting, including, on the back of the painting, the labels of all museums where the original was exhibited in the past. Each Relievo is numbered and certified by a curator from the Van Gogh Museum. De Relievo collection is made up of the five following paintings: Almond blossom (1890), Sunflowers (1889), The Harvest (1888), Wheatfield under Thunderclouds (1890) and Boulevard de Clichy (1887) and will be distributed by Tribute International in the Benelux.
The Relievos resemble the original as closely as possible and show all the details, such as the fine cracks and the various layers of paint of the original painting. The back with its stickers and labels shows the location and dates of the exhibitions that once included the original. Yet, there are also clear differences. For instance, Relievos are made with colourfast inks and carry a seal on the back with a unique number and the information that it is a Relievo.
New generation of reproductions
Axel Rüger, director of the Van Gogh Museum: “Since the opening of our museum we have been selling reproductions. Thanks to this highly innovative and sophisticated technology, we have now launched a new generation. This is consistent with our strategy and the way in which we perceive ourselves as entrepreneurs in the cultural sector. In addition, we make Van Gogh's works far more accessible and we inspire the audience in a completely novel manner.”
Top-quality ‘Reliefography’ technology
Over a period of seven years, the Van Gogh Museum, in collaboration with Fujifilm, developed the special ‘Reliefography’ technology. First, a scan is made of the original artworks by means of a multi-dimensional scanner, this way creating the accurate relief of the painting. The scanning process takes place in the museum. Secondly, the 3D-scan is combined with a professional, high-resolution, two-dimensional print. Next, the colours of the Relievo are matched with those of the original painting in the museum. Size, colours and relief are determined as accurately as possible. The highest quality inks and the best materials are used. Experts from the museum closely monitor the entire process.
The sale of the Relievos in the Benelux is organized through the Tribute International distributor in Amsterdam. Earlier this year the Relievos were launched in Hong Kong and Taipei; and another launch will take place during the LA Art Show in Los Angeles in the second half of January 2014.
The Van Gogh Museum will employ the revenues for a new entrance from the side of the Museum Square, amongst other things. Furthermore, the extra revenues will be used to guarantee the quality of the museum and its collection in the long term. The Relievos will further be used for educational purposes. Until 12 January 2014, visitors of the current Van Gogh at work exhibition in the Van Gogh Museum will be able to touch parts of a Relievo, so that they can feel and experience the structure of a canvas.
The Relievo collection will be shown to the public during the Masters of LXRY event in Amsterdam RAI up to and including 16 December and can be viewed by appointment in the Schiphol VIP Center.
All information can be found at www.vangoghmuseumedition.com