Floral Street expands Van Gogh Museum partnership with home fragrance collections

In 2021, the collaboration between British “clean” fragrance brand Floral Street and the internationally renowned Van Gogh Museum, Amsterdam, introduced vibrant vegan fragrance Sunflower Pop to the world. Following its success, the partnership is extending, in summer 2022, into two ethical home fragrance collections.

Once again inspired by Van Gogh’s iconic Sunflowers (1889), and also by his Almond Blossom (1890), Floral Street and the Van Gogh Museum have endeavoured to capture the mood and emotion of these renowned masterworks through the sensory experience of home fragrance.

“So many loved our bright and happy Sunflower Pop fragrance, that they wanted their homes to smell like it too,” says Michelle Feeney, Floral Street’s founder. “But this time we have also been inspired by Van Gogh’s Almond Blossom, creating two different facets of his masterworks. Van Gogh brought the plants to life visually and we are bringing them to life in our clean fragrances.”

Bursting with optimism, the new Sunflower Pop home collection evokes the warmth of Provence, while the serene Sweet Almond Blossom range boasts a fresh aroma reminiscent of the first buds of spring, bringing a tranquil and mellow ambiance to the home.

Ian Wickham, director at Licensing Link Europe – which represents the Van Gogh Museum in the UK and Ireland – is excited to see the home fragrance collections’ impact at retail. “This extension to the Floral Street range has been as carefully planned, researched and considered as the launch of our Sunflower Pop fragrance, so we are all hugely excited to see the reaction when the range goes live,” he says. “The team have done an incredible job.”

The collections include vegan wax candles made from sustainably sourced rapeseed and coconut oil, with unbleached cotton wicks; naturally derived vegan oil diffusers; 100% plastic-free scented reeds and non-toxic, alcohol-free room fragrances, with products presented in exclusively designed FSC certified recyclable packaging.

Marijn Veraart, Licensing Manager at the Van Gogh Museum, says:  “We’re so proud of this range extension to the already incredibly successful Sunflower Pop parfum. Moving into home fragrances was the obvious next step and we are all hugely excited by these new developments. A huge thank you to an amazing team who have worked so hard to make this a reality.”