Corinne Jongh - Speaker

Matthew Wong - How to transform an exhibition about an unknown artist into an impactful blockbuster?

Head of Marketing and Brands, Van Gogh Museum

Abstract:

One of the Van Gogh Museum's most triumphant blockbuster exhibitions united two visionary artists across time, Vincent van Gogh and the previously unknown, to the Dutch, Chinese-Canadian artist Matthew Wong (1984–2019). Despite Wong's obscurity in the Netherlands, his emotionally charged, vibrant canvases captivated Dutch audiences, echoing Van Gogh's expressive power.

This talk reveals the journey Harma van Uffelen and Corinne Jongh undertook to introduce Wong's extraordinary talent, crafting immersive experiences that explored profound themes of belonging and mental wellbeing. Through innovative educational programming and strategic marketing, they transformed an introduction to an unfamiliar artist into an exhibition that resonated deeply with visitors and became one of Van Gogh Museum’s great successes.

About Corinne:

Corinne Jongh is the Head of Marketing and Brands at the Van Gogh Museum. She focuses on strengthening the museum's brand, creating conversation-worthy experiences, and making a positive impact in the world through cultural engagement. With a passion for connecting people to art, Corinne leads the museum’s marketing strategy, ensuring that every campaign ignites curiosity and enriches the global dialogue around Vincent van Gogh’s legacy and the Van Gogh Museum.

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