Van Gogh Museum opens an immersive exhibition in London
ARTinvestment.RU   18 февраля 2020

Amsterdam Museum develops a new form of exhibitions taken from the theatrical environment, — immersive setting. According to the organizers, such an approach should bring to the Museum a fresh audience and additional investments

Exhibition "Meet van Gogh", organized by the van Gogh Museum, — is a high-tech exhibition project consisting of multiple installations, which aim — to literally immerse the visitor in the life and work of the artist. In this exhibition you can take a selfie with exact replicas of van Gogh's bed or to be photographed in front of his yellow house in Arles, recreated in full size. You can also watch audio-visual scenes and large-scale projections, illustrating the main events in the life of van Gogh to take part in interactive activities and in detail to consider the three-dimensional copy of his works.

For the Museum is the first experience of organizing such an exhibition, but not her first show in Barcelona in 2019, it was visited by 160,000 people; more than 80 000 visitors came to Seoul. Pre-sale of tickets to the exhibition in London has already collected nearly 20,000 visitors. And this despite the fact that the ticket to the immersive exhibition is more expensive than the original entrance to the van Gogh Museum in Amsterdam.

the Museum's Director, Adrian Donselman, commenting on this project speaks directly about his several advantages to traditional museums. In-первых, this additional income. Despite the fact that the Museum in Amsterdam annually welcomes about 2.2 million visitors, a diversified income will allow you to freely dispose of the funds and schedule of Museum events. In-вторых, the attraction of the Museum for more young groups of people: the Millennials and generation Z, who are interested in unusual interaction, involvement in the Museum environment and the use of new technologies. And there's always hope that in the future these people will come to a Museum to learn more not only about digital copies, but original works. Finally, the show of van Gogh's art in a digital format helps to preserve the originals of his works. Some works of van Gogh are very fragile, so every trip paintings outside the Museum — is a risk: they require a separate exposure conditions, transportation and insurance.

Thus, adopting immersive technology theater-зрелищной industry, the Museum is able to promote their collections and attract new visitors and to ensure better preservation of original works, not bringing them outside the walls of the Museum.

the exhibition will run until may 21, 2020. Venue — London South Bank.

Source: news.artnet.com



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