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Le Rijksmuseum et Heineken prolongent leur partenariat de deux ans, pour mieux attirer les jeunes adultes

admin

il y a 2 ans

Temps de lecture : 3 min

Le partenariat entre Heineken et le Rijksmuseum « repose sur une vision commune consistant à rassembler les gens de manière passionnante et à permettre à un large groupe de jeunes et futurs passionnés de culture d’apprécier l’art et l’histoire ».

Ces dernières années, Heineken et le Rijksmuseum ont collaboré avec succès à des événements exclusifs destinés aux jeunes adultes, tels que les Heineken Music Sessions et la Rijksmuseum NEXT Garden Party. Dans ce cadre, une carte annuelle d’abonnement Rijksmuseum Next est vendue 50 £ pour 1 personne et 75 £ pour 2.

« La relation entre heineken et le rijksmuseum remonte à plus de 150 ans. Je suis fier qu’ensemble, nous fassions découvrir l’art et l’histoire à un large groupe de jeunes et futurs passionnés de culture » explique Taco Dibbits, directeur du Rijksmuseum.

Le PDG d’Heineken Dolf van den Brink et Taco Dibbits, directeur du Rijksmuseum devant le tableau « Merry Drinker » de Frans Hals

Plus de 20 années de coopération

Les deux marques de renommée mondiale sont partenaires depuis 2013, année oà¹ le Rijksmuseum a rouvert ses portes après une rénovation complète.

Heineken a marqué l’occasion avec de nouveaux modèles de bouteilles de bière présentant des œuvres de la collection du Rijksmuseum.

Le groupe industriel a également été l’un des mécènes de la numérisation en très haute résolution du chef d’œuvre du musée « la ronde de nuit ». (ARTICLE CLIC: Le Rijksmuseum met en ligne une photographie de 717 gigapixels de la Ronde de nuit de Rembrandt)

L’histoire commune de la marque et du musée remonte cependant bien plus loin. Gerard Adriaan Heineken était membre du conseil municipal d’Amsterdam à la fin du XIXe siècle et a participé étroitement à la construction du Rijksmuseum, situé à quelques pas de la brasserie Heineken d’origine (aujourd’hui Heineken Experience).

« Nous sommes ravis et fiers de prolonger le partenariat entre le Rijksmuseum et Heineken et de poursuivre notre riche histoire commune. Le Rijksmuseum est une icône des Pays-Bas qui joue un rôle essentiel dans la découverte du monde de l’art et de la culture auprès de nouveaux publics. Heineken, né et élevé à Amsterdam, est ravi de contribuer activement à cette mission de rassembler les gens pour vivre des moments exceptionnels » se réjouit Dolf van den Brink, PDG de Heineken.

https://www.rijksmuseum.nl/en/support/corporate/partnerships/heineken

SOURCE: Rijksmuseum

PHOTO du carrousel: une soirée Rijksmuseum Next

Date de première publication: 16/04/2024