Van Gogh as LEGO: Sunflowers set wins international licensing award

The Van Gogh Museum in Amsterdam and the LEGO Group have won a Licensing International Excellence Award thanks to the LEGO® Art Vincent van Gogh - Sunflowers set. The award, given in the category dedicated to the best collaboration in the consumer packaged goods and non-food sector, was presented during the annual Licensing International Excellence Awards ceremony, which took place May 18 in Las Vegas. The award celebrates the most innovative projects and outstanding achievements in the global brand licensing landscape. Back in April, this partnership also received a Brand & Lifestyle Licensing Award in London.

The collaboration between the Van Gogh Museum and the LEGO Group takes inspiration from the famous Sunflowers of 1889, one of the iconic works housed in the museum’s permanent collection. The LEGO® Art Vincent van Gogh - Sunflowers set, consisting of 2,615 pieces, was developed in close synergy with the museum institution’s specialists, with the aim of offering the public a new way to approach one of the Dutch artist’s most famous paintings. The project was studied in detail to transform the famous painting into a three-dimensional composition in LEGO bricks, enhancing the three intense shades of yellow and Van Gogh’s characteristic use of light and shadow. The set reproduces the 16 sunflowers featured in the original work, with adjustable petals, and is complemented by a removable frame, a card with the artist’s signature, and a holder for wall display.

During the assembly, fans can also listen to a podcast made especially for the project, in which the designer of the LEGO set talks with a curator from the Van Gogh Museum, delving into the painting and the stories related to its creation.

The Licensing International Excellence Awards represent one of the leading global awards dedicated to the licensing industry and honor projects that stand out for creativity, impact and innovation, crossing geographic and cultural boundaries. Finalists are selected by a jury of 150 industry professionals from around the world, providing an overview of the collaborations and brands that are marking the evolution of the international licensing market.

“It is an honor to receive this award. The collaboration with the LEGO Group has been in the works for years and has been accomplished by two exceptionally dedicated teams who have poured their heart and soul into every detail. We are incredibly proud of their success in translating timeless art in a contemporary and meaningful way,” commented Eva Derksen, head of licensing at the Van Gogh Museum.

Van Gogh as LEGO: Sunflowers set wins international licensing award

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