Sales of a reproduction of a work of art by Koen Vanmechelen at Aldi are going really well. Stock has already sold out in several branches in Belgium, sometimes after just a few minutes. “It seemed like a bus of customers was dropped in front of our store this morning.”
From Saturday, ten thousand framed photo prints of the drawing with the title will be available in all 440 Aldi stores in our country. Giant of hope by Koen Vanmechelen for sale. The reproduction costs 24.99 euros and the proceeds go to various charities: part to De Warmste Week and part to Future of Hope, the foundation of Chido Govera, Vanmechelen’s wife.
The fact that the campaign is working is proven by the crowds in several Aldi branches on Saturday morning. For example, in Tielt in West Flanders and Bree in Limburg, there were already lines of customers queuing before opening hours. “And here in Zulte it seemed as if a bus of customers had been dropped off,” says an Aldi shop assistant who had to disappoint our reporter: for him there was no Giant of hope more about. “The first people were already at the door at seven o’clock this morning, while we only open the store at half past eight. We have already paid for the last copy at eight minutes past eight,” said the store clerk.
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Dieter Snoeck, spokesperson for Aldi, confirms that the stock in several branches was sold out in a few minutes. “We are happy that the art is selling so well. This is clearly an action that is appreciated by the customer. We have succeeded in our goal of bringing art closer to the people.”
On 2dehands.be, some lucky early birds are now trying to capitalize on their purchase. More than fifteen photo prints are already offered for sale on the classifieds site. Most sellers leave it up to prospective buyers to make an offer, others ask prices of 140 to 250 euros, ten times the original sales price.
