Arnold van de Water, General Manager of the Meet Vincent van Gogh Experience (Vincent van Gogh Museum, Amsterdam), shares with MarketMedia’s readers his thoughts on the collaboration of shopping centers and the Museum, presented this year at the MAPIC 2019 Asia Forum in Cannes.

The Van Gogh Museum in Amsterdam, Tokyo Museum of Modern Art, the Hermitage and other leading museums of the world make their way to large shopping centers bringing its installations, reproductions of paintings and educational lectures. MarketMedia has explored the advantages of such fanciful collaborations.