Museumplein Art

Challenge

The Albert Heijn branch on Van Baerlestraat is located right in the middle of the Museum Quarter. The store is therefore frequently visited by museum visitors from both the Netherlands and abroad. How can we better align the AH assortment with the experience world of museum visitors?

Solution

Masterpieces such as The Potato Eaters by Van Gogh, The Milkmaid by Vermeer, and Still Life with Cheeses by Van Dyck can be viewed just a stone’s throw away. But at Albert Heijn, you can also find Dutch masterpieces like somewhat floury potatoes, semi-skimmed milk, and young mature cheese. How wonderful would it be if these works were to merge into new art with a contemporary twist, such as The Semi-Skimmed Milkmaid, The Somewhat Floury Potato Eaters, and Still Life with Young Mature Cheeses. And to exhibit these renewed artworks in the passage towards the AH branch. The artworks went viral on X.