Rijksmuseum and HEINEKEN Renew Partnership Through 2025 in Amsterdam
The Rijksmuseum in Amsterdam and HEINEKEN have announced the extension of their existing partnership for an additional two years, continuing their collaboration until the end of 2025. This renewal solidifies the connection between the renowned national museum and the Amsterdam-based brewer.
The partnership is built on a shared commitment to uniting people through engaging experiences and making art and history accessible to new generations of culture enthusiasts. Both organizations aim to continue their efforts to attract and involve young adults in cultural activities.
Fostering Engagement for Young Audiences
In recent years, the collaboration has led to successful initiatives specifically designed for younger audiences. These include popular events such as the Heineken Music Sessions and the Rijksmuseum NEXT Garden Party. The renewed agreement ensures that the Rijksmuseum and HEINEKEN will continue to develop creative opportunities to engage this key demographic in the coming years.
A Legacy of Collaboration in Amsterdam's Cultural Landscape
The formal partnership between HEINEKEN and the Rijksmuseum began in 2013, coinciding with the museum's grand reopening after a comprehensive renovation. At that time, HEINEKEN celebrated the occasion with special beer bottle designs featuring artworks from the Rijksmuseum's collection.
However, the historical ties between the two Amsterdam institutions stretch back much further. Gerard Adriaan Heineken, a prominent figure in Amsterdam's city council during the late 19th century, was actively involved in the construction of the Rijksmuseum itself. The museum stands in close proximity to the original HEINEKEN brewery, now known as the Heineken Experience, highlighting a long-standing connection within the city's heritage. This deep-rooted history underscores the local significance of their ongoing collaboration.
For visitors interested in exploring more cultural landmarks, Musemap (musemap.art) offers a guide to discover various museums and current exhibitions across the city. You can find more information about museums in Amsterdam or see what's on during your visit.
