The shows require cavernous venues, often warehouses or convention centres. Immersive Van Gogh was forced to close in late December as Ontario's health and safety measures tightened, and to pull off their 2020 premiere, they invented a drive-in format which required visitors to "Gogh by car." Still, compared to other forms of entertainment, the format's proved more adaptable than most.Īn immersive multimedia experience is unusually well-suited for a low-risk night out. In Winnipeg, Imagine Van Gogh was unable to re-open this spring as originally planned. Those mid-pandemic events weren't without their challenges, however. Toronto's Immersive Van Gogh became the world's first drive-in art exhibition when it opened in June 2020. It's an experience that gets under your skin - if it's done well, of course." "But I quickly realized why I went to see it. "It's kind of strange that something digital and multimedia would be so popular," she says, noting the endless cultural attractions that Paris has to offer. In May 2019, Svetlana Dvoretsky found herself there after succumbing to a bit of polite peer pressure. Massimiliano Siccardi, who created Toronto's Immersive Van Gogh, was the artist-in-residence at Atelier des Lumières, the popular venue featured on a certain aforementioned Netflix series. Annabelle Mauger, the French designer behind Imagine Van Gogh (Vancouver, Edmonton), produced her first immersive tribute to the artist in 2008. Though perhaps new to North Americans - or just dazzled fans of Emily in Paris - similar light shows have gained traction in Europe for roughly a decade. Consumers were complaining about ticket-buying confusion, and as if the situation weren't puzzling enough, following the initial announcement, the BBB added two more Van Gogh productions to their list. In March, the Better Business Bureau put out a blast ("art lovers beware!") cautioning New Yorkers of two competing Van Gogh spectacles (Immersive Van Gogh and Van Gogh: The Immersive Experience). Van Gogh Alive, created by an Australian company (Grande Experiences), ramps up the "multi-sensory" aspect of their show by pumping in smells (cypress, lemon, sandalwood - fragrances meant to evoke the landscape of southern France). Van Gogh: The Immersive Experience, which launched in 2017 and involves a blend of VR and projections, is currently running in 15 cities across the Americas, Europe and Asia. At least two more companies are having a gogh at their own separate productions. If your head's already spinning like the sky in Starry Night, we haven't even touched on the dozens of other shows happening worldwide. And in May, Immersive Van Gogh - an exhibit that debuted in Toronto last June - will return to the city, occupying the former home of the Toronto Star printing press, a warehouse that gives them 600,000 cubic feet to play with.įor Vancouver's edition of Imagine Van Gogh, the show is projected on walls that are eight-metres high. Despite that blip, sales suggest the city is still hungry to see it, and Di Corpo says some 50,000 tickets have moved in Edmonton thus far.Īlso in June, Beyond Van Gogh: An Immersive Experience will arrive in Calgary - a completely different production, though also immersive and also involving elaborate projected displays of Van Gogh's paintings. The same spectacle was expected to open in Edmonton last week, though COVID-19 health and safety guidelines have forced it to reschedule to June. According to the event's marketing and PR director, Angela Di Corpo, roughly 100,000 tickets have sold in the city so far, and its run has been extended through August to meet demand. Masked visitors can roam the Vancouver Convention and Exhibition Centre on a timed ticket, basking in supersized versions of the artist's greatest hits as a classical soundtrack plays. It's a multimedia production, one that takes familiar images of Van Gogh's paintings and blows them up into light projections. Still, since March 19, people in Vancouver have been able to visit something called Imagine Van Gogh: The Immersive Exhibition. Movies and concerts are off-limits, and getting lost inside an art gallery remains forbidden.
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