Vlisco fabrics and large plants are 'hot' in Rijksmuseum22 February 2016
For the first time in its history, large green plants are decorating the atrium of the Rijksmuseum in Amsterdam.
On Friday, February 19, the fashion show 'Catwalk' opened in the Rijksmuseum. It was designed by top photographer Erwin Olaf.
On the evening before the opening, the Patrons Event was held. This is an annual event to thank the Patrons (companies and individuals who donate to the Rijksmuseum) for their continued support. Following tradition, this event was held on the evening before the opening of a new exhibition so the Patrons could have a preview of it.
A unique happening
For the Patrons Event of 2016, Princess Marilène of Orange and Stephanie Drabbe from the Friends of the Rijksmuseum approached the young and talented Merel Bos about creating a show of her graduation collection. Six models displayed the colourful graduation collection of Vlisco fabrics during the reception in the Atrium, surrounded by large, green plants. This was a unique happening for the Rijksmuseum as it had never housed plants before.
Plants are also fashionable
The furnishings for the Patrons Event reflected the colours of the Catwalk exhibition, with details from Vlisco fabrics. Royal FloraHolland director Lucas Vos saw an opportunity to draw the attention of a large audience to the lovely products of our growers and offered to help the princess with the decoration. Plants are also "fashionable", according to Lucas. The large, green plants in the Rijksmuseum were provided with the assistance of Waterdrinker and the Fach Jan nursery.
Part of our strategy
Bringing more people into contact with our products is part of the Royal FloraHolland strategy, to entice them to spend more on flowers and plants in the future.
The fashion show "Catwalk" can be viewed in the Rijksmuseum until 16 May 2016.
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