Opening of the entrance building of the Van Gogh Museum

Van Gogh Museum

Develop a striking activation around the opening of the new entrance building of the Van Gogh Museum and ensure international media attention.

The Sunflower Labyrinth. XSAGA conceived and produced a labyrinth of sunflowers on Museumplein in Amsterdam for the opening of the new entrance building of the Van Gogh Museum. The concept created a direct link between Vincent van Gogh’s inner world and the physical architecture of the museum.

A total of 125,000 sunflowers were used to place the new entrance building in the spotlight.The labyrinth became a journey of discovery into Van Gogh’s world and attracted 40,000 visitors during its opening weekend. After the opening, everyone was invited to take home sunflowers.

“Opening of the entrance building of the Van Gogh Museum generates €3 million in press value.”

– Eventbranche

Instagram, Facebook and Twitter exploded with beautiful images of the labyrinth and the brand-new entrance building. National and international media widely covered the story and published colourful photos, culminating in the “photo of the day” in The New York Times.

- Events.nl