Visitors to London’s latest exhibition, Van Gogh: The Immersive Experience, have expressed disappointment over what many are calling a lackluster presentation of the famed artist’s work. Priced at £25 per ticket, the exhibition has been criticized for its uninspired displays and chaotic atmosphere, which fail to do justice to Van Gogh’s masterpieces.
The exhibition, created by Fever Up, opened in 2021 and has since traveled to various cities across the UK, including its recent stint in London until October 2023. Following the success of the original Avatar film in 2009, which popularized 3D technology, the belief in immersive art experiences has grown. Director James Cameron famously advocated for 3D filmmaking, stating, “I believe all movies should be made in 3D, forever.” Despite this advocacy, the broader film industry has seen a decline in 3D releases, with numbers dropping sharply since their peak in 2011.
A recent analysis by Private Tours England ranked this exhibition as London’s second most underwhelming attraction, drawing parallels to film critic Roger Ebert‘s assertion that “3D is a waste of a perfectly good dimension.” Many visitors left feeling that the exhibition did not provide a serious or engaging experience.
Upon arrival at the exhibition located on Commercial Street in Shoreditch, the entryway presented an underwhelming first impression. Guests were greeted by a narrow corridor and a ticket checker seated in a dimly lit space. This lack of a grand entrance felt at odds with the ticket price and set the tone for what was to follow.
Inside, the exhibition featured two main rooms. The first room resembled a conventional gallery, showcasing printouts of Van Gogh’s works alongside brief summaries of his life. While this space provided some background on the artist, visitors noted that they could have gained similar insights from Van Gogh’s Wikipedia page or by visiting original pieces at renowned institutions like the National Gallery or the Courtauld Gallery.
The second room, touted as the main attraction, left much to be desired. With only a few deckchairs and a bench, the vast area offered digitally altered projections of Van Gogh’s paintings. Visitors expected an immersive experience but instead found themselves feeling disconnected, with one attendee even reporting feelings of nausea after prolonged exposure to the swirling projections.
A notable aspect of the exhibition was the information panel detailing Van Gogh’s tragic life. It described his struggles with mental health, including his infamous ear severing, hallucinations, and eventual suicide in a wheat field. This somber narrative contrasted sharply with the overall lack of depth in the exhibition, leaving many feeling melancholic rather than inspired.
The lack of engaging content, combined with a disjointed presentation, prompted quick exits for some, with many guests departing after just half an hour. One visitor lamented feeling short-changed, particularly given the high admission cost.
Following its closure in London, Van Gogh: The Immersive Experience is set to continue its tour in cities such as Belfast, Bristol, York, and Leicester. Fever Up has been contacted for a response regarding the critiques of the exhibition, as many attendees reflect on the disparity between the expectations set by the title and the reality of their experience.
