On July 31st I saw the Immersive Van Gogh Exhibit when it was in Anaheim, California. The creators claim the exhibit has been seen by over 2 million visitors in Paris and had a sold-out run in Toronto and was headed to a “super-secret location in the heart of LA next!”
The Immersive Van Gogh website described the experience as this:
“Lose yourself in 500,000 cubic feet of monumental projections animating Vincent van Gogh’s oeuvre. Wander through entrancing, moving images that highlight brushstrokes, detail, and color – truly illuminating the mind of the genius.
You will be immersed in Van Gogh’s works – from his sunny landscapes and night scenes to his portraits and still life paintings. The installation includes the Mangeurs de pommes de terre (The Potato Eaters, 1885), the Nuit étoilée (Starry Night, 1889), Les Tournesols (Sunflowers, 1888), and La Chambre à coucher (The Bedroom, 1889), and so much more.
Astonishing in scale and breathtakingly imaginative, you will experience Van Gogh’s art in a completely new and unforgettable way.
The exhibit is designed and conceived by Massimiliano Siccardi, with soundtrack by Luca Longobardi, who both pioneered immersive digital art experiences in France.”
I have seen Van Gogh’s “Starry Night” at the Museum of Modern Art and more of his paintings at several different museums over the years. You cannot compare the experience of seeing a painting in person, examining the texture of the brush strokes, the combinations of color which create contrast and dimension, seeing the scale the artist chose to an event like this. So often when I see a painting, I sense the presence of the artist. The painting itself and how it was crafted is a document that tells us more about the artist than the subject matter of the artwork. You can’t compare the two experiences. But I will admit there was value in Immersive Van Gogh. I learned some things about the painter I did not know, and it was interesting to see his work reinterpreted in the manner. I also recognize that many of the patrons probably haven’t seen much of Van Gogh’s work in person and for them this was a good means to get more people exposed to his work. It was an enjoyable experience, especially because I was able to photograph it. I love photographing people in museums and galleries interacting with work, always find it interesting. One thing to note the commercials I saw for this made it appear you moved from room to room experiencing something different in each room, that is not the case. You enter one room and walk past some monitors with text describing Van Gogh and his work. The you enter a larger room where the Immersive experience is. The experience is a loop presentation of Van Gogh’s work that last 45 minutes. You enter the room at any point in the loop and leave whenever you are ready.
I wonder what Vincent would think about the “Immersive experience” and the revenue is has generated for its creators. Hopefully he would just be pleased that more people gained an appreciation of his work.
Marketing was interesting, wonder who had the idea about the plus toy Van Gogh and why it has both ears still….pre-”Incident” I guess. All images © 2021 WILLIAM KARL VALENTINE