Splitting the crow
The latest Van Gogh exhibition has transformed how the public access the painters’ work. However, the reception has been mixed. Some traditional exhibition attendees have been underwhelmed and claimed the show missed the point of art. Others have said immersive is a fantastic way to experience the full gamut of Van Gogh’s work.
An unrivalled experience
It is unlikely that so many people could see the range of art on display in any other setting. With Van Gogh’s masterpieces adorning the walls of museums and private collections worldwide, it is highly unusual for them to be displayed at once. One of the other advantages of immersive exhibitions is that the pictures are not at peril. When great paintings are moved, there are huge logistical issues like climate control, humidity regulation and security. Van Gogh’s paintings get stolen from high-security museums and are at additional peril when transported. The risk assessment and insurance process are unimaginable.
Step inside
The team behind Van Gogh, The Immersive Experience, say that it allows the public to step inside a painting. Unlike a traditional exhibition, the pictures move and flow; the audience is engulfed by the work from all sides. The production costs and values are stupendous. However, unlike an exhibition of paintings, immersive experiences can happen simultaneously in different locations. They just need space that can be adapted to accommodate them. The Van Gogh Immersive Experience is a massive 360 projection, enhanced with virtual and augmented reality.
Global appeal
Due to the nature of the experience, the producers can sell tickets for a global show. It is currently showing in eighteen cities across Europe, The Americas and Asia. It has previously been shown in fifteen other cities, and new venues are being added to the schedule. Fans of this presentation style say it brings the great artist’s work to an audience who might never have attended a static exhibition. This might be their first brush with serious art, and they may visit galleries in the future.
Not only visual arts, brand extensions in every genre
There is a raft of immersive experiences to choose from, and it is not only the traditional, visual arts that are exploring this medium. Many other genres of entertainment are creating immersive experiences to bring new life to their brand.
ABBA might have broken up decades ago, but fans can see the Swedish quartet in a holographic concert where they appear as real. This required the creation of a purpose-built venue.
From the gaming world, escape rooms have been taken to a whole new level with a Tomb Raider live experience allowing people to take on the role of Lara Croft.
Peaky Blinders: The Rise is a fully immersive theatrical show of the famous series. Actors and staging take audience members deep inside Thomas Shelby’s world and allow them to affect the narrative. Adding on to the immersive aspect in a slightly different manner is the official Peaky Blinders online slot game that is available at select new slot sites in the UK like Casushi Casino.
Frameless
Van Gogh is not the only artist whose work can be enjoyed in an immersive setting. Several other exhibitions in London allow the viewer to be part of the exhibition. For example, Frameless Marble Arch brings iconic masterpieces from Surrealism and Impressionism to Abstract and Romantics into a different perspective. Motion sensors make the artworks move around the viewer, and mirrored floors reflect images all around. In addition, there are themed rooms to interpret the work of Kandinsky, Monet and Rembrandt.
Immersive future
Whatever the purists feel about immersive exhibitions, they seem to be here to stay. New ones are being developed in all genres of the arts. The Abba experience is a concert like no other, with holographic performances by the iconic Swedish foursome. David Hockney’s Bigger-Closer-Not-Smaller-Further-Away lands in London at the end of February. The audience will go on a journey in six chapters from LA to Yorkshire and Normandy. The show will be presented using state-of-the-art sound systems and high-tech effects. It is being billed as one of the hottest art events of 2023.
