Harma van Uffelen - Speaker

Exploring John Madu’s Transformative Artistry & Matthew Wong - How to transform an exhibition about an unknown artist into an impactful blockbuster?

Curator of Education, Van Gogh Museum

Abstract:

At Communicating the Arts Amsterdam 2025, Harma van Uffelen presents two sessions that reflect the Van Gogh Museum’s evolving vision on inclusive storytelling and public engagement.

In the first, Exploring John Madu’s Transformative Artistry, she examines how the museum expands its artistic lens through the work of Nigerian artist John Madu. Known for blending African narratives with pop iconography, Madu’s visual language creates a compelling dialogue with Van Gogh’s legacy. Harma highlights how the exhibition challenges traditional art historical frameworks and includes the contribution of the Reframers, a group of young adults who advise the museum on making Van Gogh relevant to today’s audiences.

In the second session, Inducing Resonance with Matthew Wong, co-presented with Corinne Jongh, Harma reflects on the journey of introducing the Chinese-Canadian artist to Dutch audiences. Despite Wong’s previous obscurity in the Netherlands, his emotionally charged canvases strongly resonated with visitors. Through immersive experiences, innovative education, and strategic communication, the exhibition became one of the museum’s most impactful successes.

About Harma:

As a Curator of Education at the Van Gogh Museum, Harma van Uffelen pushes boundaries to create meaningful and lasting visitor experiences. Over the last decade, she has contributed to the development of the museum’s new audio guide, co-created community-based programmes, and played a key role in major exhibitions such as Hockney – Van Gogh: The Joy of Nature (2019) and Matthew Wong | Vincent van Gogh: Painting as a Last Resort (2024).

🎟 Join us at CTA Amsterdam 2025
📅 17–19 June, 2025