Samsung powers The Van Gogh Museum’s audio tour

Samsung Electronics has announced a three-year partnership with the Van Gogh Museum in Amsterdam, forging a bold new convergence of artistic expression and cutting-edge technology.

As part of this collaboration, the museum’s renewed audio tour — powered by Galaxy S25+ — offers visitors innovative ways to engage with the world’s largest collection of Vincent van Gogh’s artwork.

Sean Yun, President and CEO, Samsung Electronics Benelux: “We believe technology should open doors to inspiration and connection. Our partnership with the Van Gogh Museum is a powerful example of how mobile innovation can bring cultural experiences to life in more intuitive and personal ways for people everywhere.”

The Van Gogh Museum’s redesigned audio tour uses 1,600 Galaxy S25+ smartphones to deliver an upgraded storytelling experience, replacing the previous audio tour hardware with a more compact, lightweight and user-friendly interface. Visitors also benefit from clearer voice audio and enhanced display quality — which enable rich, detailed visuals.

As part of the long-term vision for this partnership, Samsung and the Van Gogh Museum are working on further upgrades to the audio tour that will integrate Samsung’s renowned Galaxy AI features for a more personalized visitor experience.

To commemorate this multi-year collaboration, Samsung will launch Van Gogh Museum branded cases created exclusively for Galaxy smartphones. The designs are inspired by Vincent van Gogh’s famous paintings including the Sunflowers and his self-portrait.

These promotional items will be available for purchase at Samsung Experience Stores and the Samsung Online Store in the Netherlands, as well as at the Van Gogh Museum store and its online store.

Emilie Gordenker, Director, the Van Gogh Museum: “At the Van Gogh Museum, we aim to be at the top of our game and in response to our own times, and to do so in our own innovative way. We are delighted to collaborate with Samsung as a technology partner to make the museum experience even more engaging.”

www.samsung.com

www.vangoghmuseum.nl

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