The show Van Gogh Alive offers visitors a different way to appreciate the masterpieces by the Dutch painter. (Photo provided to China Daily)
The Beijing venue has added the dimension of marrying art with malls, marked by the sensational Monet show at Shanghai's K11 last year.
The Beijing tour attempts to attract both existing art lovers and new audiences who seldom visit museums. Hence it enriches the visiting experience by opening an art shop, a cafe themed on Van Gogh's art and a replica of his bedroom when he lived in the French city of Arles.
The show's makers had earlier used the Sensory 4 system to develop several tour exhibitions, including The Leonardo da Vinci Collection Exhibition and From Monet to Cezanne－The French Impressionists.
"The game-changer for Grande was developing a system that could travel; that could go into venues of all shapes and sizes with varying ceiling heights, factoring in columns, light, floors ... be cost effective ... and be stable over months on end of display," Grande Exhibitions CEO Bruce Peterson told touringexhibitions.org in July.
He had just seen the adoption of projection screens at the Melbourne Museum to tell stories behind each artifact displayed, he added.
Peterson said that he saw great potential in new technology that could help traditional art galleries with their physical visitors, a declining trend in the era of engaging with art over hand-held gadgets and computers.
According to him, the system could connect more and more people worldwide who aren't regulars at museums or cannot access art collections.
It would also help educate people in poorer countries about French art, for instance, he added.
If you go
10 am-9:30 pm, Monday-Wednesday, Friday-Sunday; 10 am-6 pm on Thursday, through Dec 6. Chaoyang Joy City (Da Yue Cheng), 101 Chaoyang North Road, Chaoyang district, Beijing.
400-0406-506.
