The show has been ranked as the second most disappointing show in London in a Private Tours England study of TripAdvisor data. For me, it more than lived down to the hype
In the months after the first Avatar film hit the silver screen in 2009 and smashed its way to the title of the highest-grossing film ever, it’d be fair to assume that the future of cinema was 3D.
Indeed, the film’s director James Cameron has repeatedly argued as much, declaring in 2014: “I believe all movies should be made in 3D, forever”, praising 3D films as “stunning visual experiences which ‘turbocharge’ the viewing of the biggest, must-see movies.”
A decade on, it’s clear that the movie industry at large disagrees. Since the record year of 2011, when more than 100 3D movies were shown in theaters, new 3D releases have steadily declined to a quarter of that number.
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I side with film critic Roger Ebert, who argued that “3D is a waste of a perfectly good dimension” that is “unsuitable for grown-up films of any seriousness” and causes “nausea and headaches.”
In exactly the same way, Van Gogh: The Immersive Experience (recently named the second most disappointing attraction in London in a Private Tours England study of TripAdvisor data) manages to turn the work of one of the greatest painters into a farcical, queasy spectacle.
The show is the work of Fever Up and first welcomed visitors in 2021. It did so a year after Emily of Emily in Paris fame visited a similar exhibition in the French capital, leading several companies to set up similar shows in Europe and the US.
Perhaps I was unlucky and chose the wrong one. Or maybe they’re all as disappointing as one another.
The warning signs began when I walked right down Shoreditch’s Commercial Street and past the exhibition entrance, which was very easy to miss. Once safely through the inauspicious door, I found myself in a strangely dark, cramped hallway where a woman sat in a chair checked my ticket. It was a Monday evening, but the low-effort entrance felt curiously at odds with the £25-a-person entrance fee.
It would’ve been entirely forgotten had Fever Up invested the savings into the exhibition itself. In reality, what lay beyond the hallway was a complete mess of a show that not only added nothing to the work of the Dutch painter but made it much worse.
The exhibition features two main rooms. The first is fairly similar to a typical gallery, featuring printouts of Van Gogh’s paintings on the walls and a brief overview of the artist’s life. This was my favourite bit, despite the fact I could’ve just read the Van Gogh Wikipedia page and learned considerably more. Or gone to see one of the many Van Goghs that are permanently displayed for free in London, such as the National Gallery’s Sunflowers and The Courtauld’s Self-Portrait with Bandaged Ear, rather than the texture-free printouts.
The second room, and the supposed main event, was even more disappointing. The large space was devoid of physical objects beyond a couple of deckchairs and a bench. Projected onto the wall were computer-altered versions of Van Gogh’s paintings in which the swirls swirl and the petals flutter about a little. Maybe I had expected too much, but I was not immersed.
Others have suffered worse fates. One colleague told me they’d been sick after gazing up at the lightly undulated walls for too long.
I left the exhibition just 30 minutes after walking in, feeling not only short-changed but also quite sad.
One of the Wikipedia-style blurbs had detailed Van Gogh’s final years, when he cut off his ear before suffering through several months of hallucinations, paranoid spells and a period in Saint-Paul asylum. Shortly after, he walked into a wheat field and shot himself in the chest with a revolver.
From afar, it seems that an unbearable sadness hung over Van Gogh throughout his life, made worse by his self-perceived failure as an artist and great concern that he was a burden on his brother. That he never lived to see how revered and beloved his work is today is a great shame. The only scrap of solace is that he never lived long enough to endure an evening at Van Gogh: The Immersive Experience.
The exhibition closed in London last autumn and subsequently moved to Belfast, Bristol, York and Leicester.
Fever Up has been contacted for comment.
Have you been to Van Gogh: The Immersive Experience? Let us know what you thought of it in the comments below or by emailing webtravel@reachplc.com