An ice cream cart offering six different flavours in six shades of grey, ranging from light grey to almost black. No flavour labelling and served in a charcoal-grey ice cream cone. But does a colourless ice cream still give you that familiar sense of summer? And without the recognisable colour, how and what do you actually taste? This summer, Brazilian artist João Loureiro and LAM museum will treat visitors to a strange taste sensation: grey ice cream. The LAM museum, located on the Keukenhof Estate in Lisse, is honoured to have artwork Escala de Cinzas (Grayscale) on loan from Brazil’s leading art museum: Pinacoteca de São Paulo.
INTERNATIONAL COLLABORATION
The LAM museum’s long-cherished dream to have the Escala de Cinzas artwork on loan and exhibited at the museum has finally been fulfilled. Sietske van Zanten, the museum’s director says: “I’ve admired this artwork for many years and always hoped to have it on display here one day. This piece by João Loureiro aligns perfectly with our collection. It offers a fresh perspective on an everyday food item. By removing something as simple as colour, our senses are caught completely off guard – that’s the power of art. It makes you question what you see, and in this case, what you taste.”
During July and August, from Wednesday to Sunday between 11.00 am and 4.30 pm, you can experience João Loureiro’s ice cream artwork for yourself at the LAM museum. In September, it is only available to be tasted during weekends. Please note that the museum is closed 2-6 August due to Castlefest, the annual fantasy festival held at the Keukenhof Estate.
REAL ITALIAN ICE CREAM
Following the Brazilian artist’s recipe, Italian-born ice cream expert Pino Dal Zotto, from Florencia ice cream parlour in The Hague, is in charge of making the six flavours of ice cream in six different shades of grey. Established in 1932, Florencia is a household name in The Hague. The city’s newspaper, De Haagsche Courant, wrote in 1962: “All kinds of people come here, from artists and beggars to unique personalities.” Even King Willem Alexander, Dutch Prime Minister Mark Rutte and other famous faces have visited the ice cream parlour.
COLD COMFORT
João Loureiro’s edible ice-cold artwork is exclusively available to the LAM museum’s visitors. But those who dare take a lick need to be prepared. Sietske van Zanten explains: “To truly appreciate this artwork, a bit of effort is required before you can taste the ice cream. Visitors first need to complete a visual task at the museum. Because when you consciously choose something and put some work into it, you get a much more intense experience.”
JOAO LOUREIRO
João Loureiro (1972) lives and works in São Paulo, Brazil’s most densely populated city. He is an artist and sculptor as well as an art installation creator.
ICE-COLD SUMMER ACTIVITIES
In addition to João Loureiro’s interactive art experience, the LAM museum has organised a new activity suitable for all ages. The Icebreakers game lets visitors experience the museum through their favourite flavours of ice cream. Each flavour represents a different visual challenge that allows you to look at art differently. When visitors complete the challenge, they earn a sticker to build a visual version of their dream ice cream. Visitors leave the museum with a personalised ice cream badge dripping with their favourite scoops and toppings.
SIMPLY SPECIAL
With its international art collection dedicated to food and consumption, the LAM museum, located on the Keukenhof Estate in Lisse (the Netherlands), offers fresh perspectives on everyday activities like eating, drinking and shopping.
