EXPERIENCE THE RISE OF IMMERSIVE ENTERTAINMENT

Immersive Van Goghcreated by Lighthouse Immersive, opened in the United States in Chicago in February 2021. Designer David Korins (hamilton) later joined the production. According to Berson, Immersive Van Gogh has been presented in 26 cities so far in North America and Mexico. According to Panasonic.com, for the Immersive Van Gogh Exhibition in Toronto, 53 Panasonic PT RZ770 laser projectors were used with an internal network to create a 360 degree experience.

Lighthouse Immersive was also set to launch nine Immersive Frida Kahlo exhibitions by mid-2022, co-producing five events with Impact Museums. “You can really see a great progression and comfort in building unique spaces with the improvements created for Immersive Frida Kahlo taken from clues in Immersive Van Gogh, which means the walls offer great diversity in visual offerings and the floors are really animated and activated,” says Bereson. Meanwhile, Brussels-based Exhibition Hub bowed Van Gogh: the immersive experience for the first time in Naples, Italy (2018) and in the United States in Atlanta (2021). Exhibition Hub says it will have the experience in 25 cities around the world by the end of the year.

“The artist himself is the inspiration [for Van Gogh: The Immersive Experience]», according to Mario Iacampo, CEO of Exhibition Hub. “Van Gogh is a rock star in the art world. The story of his life and work are well known and highly relatable. Van Gogh was a natural choice for this new type of presentation.

Iacampo explains: “Exhibition Hub created and produced the whole concept for Van Gogh: the immersive experience, [which] uses 4K resolution technology provided exclusively by Barco to present its Immersive Gallery experience. This is a spectacular 360-degree light and sound in a vast hall (typically 10,000 square feet and 300,000 cubic feet of space) that brings over 400 of Van Gogh’s works to life in a presentation 35 minute digital.

“The immersive gallery offers visitors a unique opportunity to feel Van Gogh’s works overwhelm them,” comments Iacampo. “Barco’s visual display technology allows customers to step inside Van Gogh’s paintings. Our unique experience is made possible by state-of-the-art video mapping technology, combined with floor projections to create the feeling of being enveloped in art. At the end of the show, there’s also a 10-minute VR experience that takes guests on a journey through the French countryside to see Van Gogh’s inspirations.

Iacampo comments, “Audiences are looking for more transcendent experiences and deeper connections with iconic artworks and artists, and our immersive experiences deliver that. It’s a new way to create and experience art. There is now room in the art world for these large-scale digital installations to interpret existing works and create brand new ones. Immersive art is here to stay and will join more traditional methods of art making as another style in the artist’s palette.

Iacampo adds: “We continue to develop new immersive art experiences, including those focused on Claude Monet, Gustav Klimt, René Magritte, Frida Kahlo and Salvador Dalí. We also focus on family-friendly experiences that incorporate immersive technologies into more traditional exhibits – think dioramas in your natural history museum that come to life all around you.

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