*Immersive experiences featuring art by Vincent van Gogh raise concerns (photo credit: Immersive Van Gogh Chicago)*

Van Gogh themed experiences are everywhere: Van Gogh Alive, Van Gogh: The Immersive Experience, Imagine Van Gogh, Immersive Van Gogh Exhibit, Beyond Van Gogh, and Meet Vincent van Gogh. While each offers a unique twist, they all aim to immerse us in the artist’s paintings, either through room-scale installations or VR – but not without raising a great number of questions and ethical concerns.

These immersive Van Gogh exhibitions have been around for nearly a decade, but their popularity soared post-pandemic. After spending over a year doing not much, people flocked to these exhibitions as a way to reconnect with culture and feel like they’re part of the most popular event in town. Van Gogh is familiar and beloved, offering a comforting sense of nostalgia and a reminder of the enduring power of art.

In popular culture, the immersive Van Gogh experience even got a nod in the Netflix series Emily in Paris, where characters visit the Atelier des Lumières and are awestruck. This media exposure, coupled with targeted advertising featuring actress Lily Collins, has significantly boosted the exhibit’s visibility. However, this marketing strategy raises questions about authenticity and the commercial nature of the experience, given that the promotion often lacks depth and is driven by star power rather than art expertise.

*Image Credit: Beyond Van Gogh: The Immersive Experience (Paquin Entertainment Group) (Paquin Entertainment Group)*

Van Gogh’s art doesn’t need much advertising — his name and works are universally recognized. This widespread appeal is evident as millions are willing to pay ticket prices starting at $50 to immerse themselves in his masterpieces. Don’t get me wrong – I was one of those enthusiasts, eager to experience the exhibit firsthand.

Immersion is about creating the perception of being physically present in a non-physical world. Traditional museums keep a distance between the audience and the artwork, but immersive Van Gogh experiences aim to dissolve that barrier.

There’s no exhibition catalog to provide context, but an app fills this gap, offering detailed information for those who seek it. However, if you don’t use the app, you might miss out on understanding the significance of the paintings, their creation dates, or their titles. In that sense, the exhibit is heavy on spectacle, and light on substance.

*Immersive experiences featuring art by Vincent van Gogh raise concerns (Image Courtesy of Nina Westervel: Immersive Van Gogh)*

Despite the commercialization, there's an undeniable beauty in stepping into Van Gogh’s dreamlike worlds. His paintings, unappreciated in his time, now offer a sense of intimacy and connection. "I dream my painting and I paint my dream," he said, and this immersive experience attempts to bring visitors closer to his visionary art.

Yet, the commercial aspect is hard to ignore. The sheer volume of merchandise, including options like receiving a letter from Van Gogh, feels excessively capitalist. The organizers are undoubtedly profiting immensely from his work, raising questions about the ethics of such commercial ventures.

*Immersive experiences featuring art by Vincent van Gogh raise concerns (Image Courtesy of Timothy Norris)*

We live in an age where passive viewing no longer satisfies us. We crave immersion, whether it’s in a TV show or a famous painting. This trend speaks to a deeper desire to be part of the action, to feel engaged and connected. But does this indicate a growing narcissism, a need to be part of everything we consume?

All the commercialization aside, these immersive experiences help keep iconic figures in art relevant and interesting. They ensure that artists like Van Gogh continue to inspire and reach new audiences, fostering a lasting appreciation for their work. It's heartening to see Van Gogh’s paintings inspire other artists and remain a vibrant part of our cultural landscape.

Immersive Van Gogh exhibits are a beautiful, albeit commercialized, way to engage with Van Gogh’s timeless art, offering a reflection of our evolving relationship with art and culture in the modern age.