"In Flanders, love is celebrated in all shapes and colors": the beautiful campaign for the restoration of the Van Eyck Polyptych

An emotional video to promote the restoration of the Polyptych of the Mystical Lamb, the masterpiece by Jan van Eyck (Maaseik, c. 1390 - Bruges, 1441) and his brother Hubert (? - Ghent, 1426), which after a lengthy intervention will return to its home, St. Bavon’s Cathedral in Ghent, in 2020(here is a lengthy in-depth article of ours on the work and its restoration). The promotion on social media is entrusted to a video celebrating love: on the sides of the polyptych appear in fact the depictions of Adam and Eve, which are astonishing for their nudity (no artist before van Eyck had gone so far as to depict the naked body with such realism, and moreover in a work intended for a building of worship). As a result, the two panels were long censored or hidden from view. Flanders, on the contrary, does not censor anyone and celebrates love in all its forms and colors-this is the message launched in the promotional campaign.

“Flanders,” reads the video’s introduction (which can be seen in full in the box above), "welcomes everyone, no matter who you love. And this message deserves the most beautiful stage in the world: Van Eyck’sAdoration of the Mystic Lamb in Ghent." To celebrate love, Flanders has also launched the Adoration of true love campaign: web users are invited to go to www.adorationoftruelove.com and upload their love photos to create their own “side panels” of van Eyck’s polyptych. “Everything is easier for Adam and Eve today,” say the organizers of the campaign (the Region of Flanders). “Naked or clothed, they are accepted by society. But different couples still attract attention. In Flanders, we think instead that love manifests itself in many different forms and colors.”

The year 2020 will be van Eyck’s year: in addition to the relocation of the polyptych in St. Bavon’s Cathedral (which will take place in May: program at this link), there will be, from February 1 to April 20, the largest ever exhibition dedicated to the Flemish artist, with ten works (out of the twenty known of him) to be exhibited in Ghent, at the Museum voor Schone Kunsten (Museum of Fine Arts).

"In Flanders, love is celebrated in all shapes and colors": the beautiful campaign for the restoration of the Van Eyck Polyptych

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