Irma Boom’s Rijksmuseum food packaging brings art into homes

Supermarket chain Albert Heijn is stocking the branded dairy products, which feature 16 masterpieces from the museum’s collection.

The packaging comprises the new Rijksmuseum branding designed by Irma Boom and images of the artworks in a bid to bring them into people’s homes.  

Rembrandt’s The Night Watch, Vermeer’s The Milkmaid, a self-portrait of Van Gogh, and children’s picture book character Miffy by Dick Bruna are among the works featured on milk cream and yoghurt packaging.

A Rijksmuseum spokeswoman says the campaign, which runs until 5 May, ‘aims to stimulate discussions on art in households across the Netherlands, and the packages will offer buyers the opportunity to collect discount coupons for reduced entry for adults to the Rijksmuseum’.

Boom’s Rijksmuseum branding was recently shortlisted in the Design Museum’s Designs of the Year competition.