Samsung Galaxy S25+ Powers Van Gogh Museum’s New Audio Tour

Three-year partnership with museum in Amsterdam delivers enhanced visitor experience powered by Samsung Galaxy S25+ smartphones

SEOUL, Korea – June 15, 2025 – Samsung Electronics Co., Ltd. today announced a three-year partnership with the Van Gogh Museum in Amsterdam, forging a bold new convergence of artistic expression and cutting-edge technology. As part of this collaboration, the museum’s renewed audio tour — powered by Galaxy S25+ — offers visitors innovative ways to engage with the world’s largest collection of Vincent van Gogh’s artwork.

“We believe technology should open doors to inspiration and connection,” said Sean Yun, President and CEO of Samsung Electronics Benelux. “Our partnership with the Van Gogh Museum is a powerful example of how mobile innovation can bring cultural experiences to life in more intuitive and personal ways for people everywhere.”
 

Officially launched on June 10, the Van Gogh Museum’s redesigned audio tour uses 1,600 Galaxy S25+ smartphones to deliver an upgraded storytelling experience, replacing the previous audio tour hardware with a more compact, lightweight and user-friendly interface. Visitors also benefit from clearer voice audio and enhanced display quality, which enables rich, detailed visuals.

As part of the long-term vision for this partnership, Samsung and the Van Gogh Museum are working on further upgrades to the audio tour that will integrate Samsung’s renowned Galaxy AI features for a more personalized visitor experience.
 

To commemorate this multi-year collaboration, Samsung will launch Van Gogh Museum branded cases created exclusively for Galaxy smartphones. The designs are inspired by Vincent van Gogh’s famous paintings including the Sunflowers and his self-portrait. These promotional items will be available for purchase at Samsung Experience Stores and the Samsung Online Store in the Netherlands, as well as at the Van Gogh Museum store and its online store.

“At the Van Gogh Museum, we aim to be at the top of our game and in response to our own times, and to do so in our own innovative way,” said Emilie Gordenker, Director of the Van Gogh Museum. “We are delighted to collaborate with Samsung as a technology partner to make the museum experience even more engaging.”

About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI and foundry, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at news.samsung.com.

About the Van Gogh Museum Amsterdam
The Van Gogh Museum in Amsterdam holds the world’s largest collection of works by Vincent van Gogh, including over 200 paintings, nearly 500 drawings, and more than 700 letters. The permanent collection takes visitors on a journey through his life, revealing the ideas and ambitions behind his art. Each year, the museum attracts visitors from around the world and reaches millions more through its website and social media channels - including Facebook, Instagram, YouTube, and LinkedIn.