Irma Boom’s Rijksmuseum food packaging brings art into homes

The Rijksmuseum in Amsterdam is gearing up for its reopening this Saturday by releasing a food packaging range, designed by Irma Boom in collaboration with Skipintro.

Milk cartons for the Rijksmuseum by Irma Boom

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

Rijksmuseum cartons by Irma Boom and Skipintro

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.  

Rijksmuseum cartons by Irma Boom and Skipintro

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.

Rijksmuseum cartons by Irma Boom and Skipintro

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’.

Rijksmuseum cartons by Irma Boom and Skipintro

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

Rijksmuseum cartons by Irma Boom and Skipintro
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  • mano manoharan November 30, -0001 at 12:00 am

    consumerables as collectibles. brilliant!

  • Nibal November 30, -0001 at 12:00 am

    Super creative educational idea. Just love it. ??

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