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After Cutting Ties With Russia, a Hermitage Museum Outpost Rebrands

The Hermitage Amsterdam broke away from its St. Petersburg mother ship and will now be called H’Art Museum, presenting works from the Smithsonian, the Centre Pompidou and the British Museum.

Cyclists ride by the Hermitage Amsterdam, a brick building with a pediment and a gray slate roof.
The Hermitage Amsterdam was established as an independent nonprofit in 2009, with the right to use the Hermitage name and “unlimited rights” to borrow works from the Russian collection.Credit...Ilvy Njiokiktjien for The New York Times

Reporting from Amsterdam

In March 2022, a week after Russia launched its full-scale invasion of Ukraine, the Hermitage Amsterdam museum severed ties with the State Hermitage Museum in St. Petersburg.

The decision was a “moral” one, said the Hermitage Amsterdam’s director, Annabelle Birnie, in an interview. But it had major practical consequences for the museum, which had been founded in 2009 as a kind of satellite of the Russian institution.

Without the link to St. Petersburg, the Hermitage Amsterdam was adrift, without an identity or art to exhibit. It had to reinvent itself quickly, or simply close its doors.

At a news conference in Amsterdam on Monday, flanked by international museum directors and diplomats, Birnie announced that the museum is now re-emerging with a new name and a new group of collaborators.

As of Sept. 1, it will be renamed H’Art Museum, and it will present exhibitions in partnership with three international museums: the Smithsonian American Art Museum, in Washington D.C.; the Centre Pompidou, in Paris; and the British Museum, in London.

Image
The H’Art Museum’s new branding was developed by Studio Berry Slok, from Amsterdam.Credit...Alizé Barthélemy

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