H’ART Museum and Aegon announce partnership

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Aegon Ltd.
Aegon Ltd.

The Hague/Amsterdam - January 8, 2025 - The H’ART Museum, a renowned art institution based in Amsterdam, and Aegon Ltd, a leading international financial services company, are excited to announce the start of a strategic partnership effective January 1, 2025, for an initial period of two years.

The collaboration fits well with H’ART Museum’s reputation as a hub for world-class art collections and its partnerships with internationally renowned museums – including the Smithsonian American Art Museum in Washington, the British Museum in London, and the Centre Pompidou in Paris – and Aegon’s international strategy.

The museum connects a broad audience to a wide variety of art collections that range from antiquity to the present day, and from classic to modern art. Currently, the museum is preparing the much-anticipated exhibition ‘From Rembrandt to Vermeer, Masterpieces from The Leiden Collection.’

The partnership with Aegon supports H’ART Museum's work to bring together and showcase famous works of art and stories from around the world in one-of-a-kind exhibitions to Amsterdam residents, as well as domestic and international visitors. By partnering with H’ART Museum, Aegon aims to support an important institution of Amsterdam’s rich cultural fabric.

"We are thrilled to announce our new partnership with Aegon, a company whose commitment to international collaboration and entrepreneurship aligns perfectly with our mission. This cooperation will allow us to further enrich the visitor experience and support the continued growth and success of the museum. Together, we look forward to creating meaningful opportunities for both art enthusiasts and the broader community," commented Annabelle Birnie, Director of H’ART Museum.

Lard Friese, CEO of Aegon, said: “We are excited about this new collaboration with the H’ART Museum in Amsterdam, which coincides with Aegon's upcoming move to our new headquarters at the WTC Schiphol in mid-2025. This partnership builds on the international and collaborative spirit of both the H’ART Museum and Aegon. We aim to support H’ART in bringing unique exhibitions to inspire a wide audience, in line with our international strategy and our commitment to helping people live their best lives.”

Editor’s note
Images can be downloaded here. They may only be used royalty-free in articles about this partnership.

  Contacts

H’ART Museum

Aegon

Madeline van Vliet and Stella Küçüksen

Press and Marketing Communications Department

Carolien van der Giessen

Head of Communications

+31 20 530 87 55
pressoffice@hartmuseum.nl

+316 11 95 33 67

carolien.vandergiessen@aegon.com



About H’ART Museum

H’ART Museum is an art museum where iconic works and captivating stories from across the globe come together in one-of-a-kind exhibitions. As a global cultural hub, the museum collaborates with esteemed partners such as the Smithsonian American Art Museum in Washington, the British Museum in London, and the Centre Pompidou in Paris. H’ART Museum is housed in a historic, centuries-old landmark building, situated in the heart of the city’s cultural heritage. The museum features a serene courtyard garden and a vibrant Grand Café. Beyond its rotating exhibitions, H’ART Museum serves as a dynamic cultural center, hosting a wide array of events, from concerts and lectures to movie nights and educational programs for children and young adults. The museum is grateful for the invaluable support of founder VriendenLoterij and partners Heineken, Aegon, ELJA Foundation and ABN AMRO, as well as the foundations het Cultuurfonds, VSBfonds, VandenEnde Foundation, Gieskes-Strijbis Fonds, Gemeente Amsterdam, Fonds 21 and H’ART Museum Members.