Megayacht makers go for art chic, bling-bling
MAASTRICHT _ Amsterdam’s 2011 Millionaire Fair wowed visitors with ‘Walrus,’ a deluxe 16.25m classic Dutch leeboards sailing yacht by Dirk Blom Lemsteraken. Sponsors of the 2014 TEFAF _ The European Fine Art Fair _ include an alliance of topflight Dutch mega-yacht makers. The stratosphere of yacht making increasingly connects with the well-heeled in the places where they live and breathe. At very upmarket art shows. .
HISWA Holland Yachting Group uses in the 2014 TEFAF in Maastricht _ one theme: “20th century vintage design furniture is the new rococo” _ to launch a new branding campaign: ‘Think Yachts, Think Holland.’
Jeroen Sirag, export director at HISWA Holland Yachting says his group targets a “high-end lifestyle segment” and presents the Dutch mega-yacht industry “as one brand … so attractive that potential new buyers want to be associated with the Dutch.”
The Dutch yards’ stand at TEFAF represents Amels Holland, Feadship, Oceanco, Royal Huisman and Vitters Shipyard. You cannot miss their stand for it also features a rare 17th century yacht, courtesy of the National Maritime Museum in Amsterdam.