Photo: Jelle Draper. The store in the Atrium of the Van Gogh Museum.
In the heart of Amsterdam stands the world-famous Van Gogh Museum—a place where art lovers from all over the world come to admire the masterpieces of Vincent van Gogh. But behind the scenes, there’s much more going on than just displaying art. The museum also maintains close relationships with donors, corporate partners, and supporters who hold it dear. Thanks to their contributions, the Van Gogh Museum continues to invest in exhibitions, educational programmes, and the preservation of Van Gogh’s legacy. And that’s where Dex comes in.
Our collaboration with the Van Gogh Museum began through a former colleague of one of our team members. The museum was looking for a reliable partner who could not only deliver high-quality printed materials but also take on logistics and fulfilment. All of this in support of their mission: to preserve, study, and share Van Gogh’s art and story with the world. It quickly became clear that we offered the ideal solution: a combination of production, distribution, and strategic support.
Print and distribution
For the museum, we produce and distribute a wide range of printed materials. We create exclusive VIP tickets for corporate partners—an elegant way to welcome valued guests to the museum. Twice a year, we handle the production and mailing of the programme brochure, giving visitors a preview of what’s on. We produce and send out annual passes, granting loyal visitors unlimited access to Van Gogh’s work. For special exhibitions like Van Gogh’s Letters, we produce and ship catalogues to donors so they can delve even deeper into the artist’s world. One of the most memorable projects? Helping to distribute a limited edition of Van Gogh-themed Nikes to donors.
Looking ahead
Our support doesn’t end there. We also help produce the strategic vision brochure that outlines the museum’s direction for the coming years. We carefully create holiday cards and event invitations—each piece crafted to reflect the museum’s voice and reputation. Even the Van Gogh-branded coffee capsules, shipped in custom packaging to museum partners, passed through our hands.
A strong and lasting relationship
The Van Gogh Museum values our partnership because we offer more than premium print: we take care of the entire distribution process. That allows the museum to focus on what truly matters—sharing Van Gogh’s art and legacy with the world. Through the ongoing support of donors and partners, this mission continues. We’re proud to play our part, and we look forward to strengthening the connection between the museum and its community for years to come. After all, great art deserves a great presentation—on canvas, and on paper.
We are Dex. Creators of communication.