When art becomes a spectacle

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Apart from films and concerts, immersive experiences have caught the eye of entertainment-hungry crowds in tier-1 cities. Just like The Real Van Gogh Immersive Experience, which began at the Nexus Elante in Chandigarh today. Presented by The Silly Fellows, in collaboration with music entrepreneurs Nikhil Chinapa and Jay Punjabi, it’s a ticketed event for all age-groups.

The executive producer and brand ambassador of the exhibit, Nikhil Chinapa says, “The Real Van Gogh Immersive has become a new sensation, igniting a renewed passion for art. I am thrilled we could bring this to Chandigarh, a city with design deeply interwoven into its identity.”

• The Education Room serves as an informative and insightful introduction, providing context and background to Van Gogh’s life and artistic journey. The first room in the experience, it takes visitors through the tapestry of his work and life.
• The Infinity Room, as the name suggests, is an expansive space where visitors find themselves in an immersive and awe-inspiring environment.
• The Immersive Room transports attendees deeper into the world of Vincent van Gogh. Dynamic projections and sensory elements enhance the connection between the audience and the artist’s creations.
• After the immersive journey, visitors can explore The Merchandise Store, where they can take home souvenirs and mementos related to the exhibition.

Chinapa, who had previously organised music festivals like Sunburn and Supersonic, adds, “I have often heard that India is a third world country. But that doesn’t mean we are behind in technology or don’t have an eye for good art, music or movies. Our goal with this one is to bring world-class art that can be enjoyed with music and animated visual presentation.”

Gogh is considered one of the most influential figures in the history of Western art. The Dutch post-impressionist master is also a popular choice for modern, immersive, exhibitions, where technology meets art. This one showcases as many as 250 artworks from the 2,500 paintings scattered around the world in museums and private collections.
This immersive experience is India’s first 22,000 lumen projection, large screens, featuring a handpicked selection of the Gogh’s paintings, a specially-created music score by Mitch de Klein, which breathes new life into his masterpieces. The paintings have been curated and animated by visual artists Hemali Vadalia and Naveen Boktapa of Motionvan Studios, with inputs by executive producer Jay Punjabi.

The show features visually captivating pieces from Gogh’s collections, such as Starry Night, The Plain of Auvers, Wheatfield With Crows, Portrait Of Theo and The Potato Eaters. Jay shares, “It took us close to one year to complete this dream. We were too hard on ourselves, but that’s what has impressed the audiences.”
Immersive experiences have been earlier seen in New York, Paris, London, Singapore and Amsterdam. Chandigarh hosts the Van Gogh experience for the first time, following its successful runs in Chennai and Hyderabad.
This sure is one of the Instagramable immersive experiences when it comes to art. There are many other players creating the Van Gogh experience in the global market. So, what makes their exhibit different? “This isn’t just about art; it’s a bold move to redefine cultural experiences in our own backyard, giving every doorstep a front-row seat to the avant-garde of today’s creative narrative, and being able to showcase it to audiences beyond tier-1 cities,” says The Silly Fellow’s co-founder Sharan John.
Chinapa adds, “When we first did it in Chennai, I remember how many people commented, ‘it’s usually something that would only happen in Mumbai or New Delhi’. But our intent is to make it available for not just art-lovers or critics but for everybody. Interestingly, we have noticed that 60 per cent of people who come to engage in this animated experience of Van Gogh art are women. Also, we find that it appeals to every age-group and demographic.”
Still one wonders why Van Gogh and not Michelangelo, Leonardo da Vinci or Pablo Picasso? “Because his work strikes a chord with everybody and people from all walks of life. His paintings left a mark on many,” replies Chinapa.
(Tickets are available on Insider.com, starting from Rs 899, or can be bought from Box Office counter placed inside Nexus Elante Mall courtyard beside the display rooms)