Multimedia art show Van Gogh Alive arrives in Beijing
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E-mail China Daily, September 15, 2015
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The show Van Gogh Alive offers visitors a different way to appreciate the masterpieces by the Dutch painter. [Photo provided to China Daily] |
Van Gogh Alive, a long-anticipated art show on the Dutch master, has finally arrived in Beijing as part of its China tour.
The display is being held at a 1,500-square-meter space that was specially constructed for the purpose right outside Joy City mall. More than 3,000 high-resolution images of Vincent van Gogh's paintings, photos and letters are projected onto the floor, columns and screens that cover a wall of the building.
The 30-minute presentation that fuses color with light and music shows how the post-impressionist painter evolved through his short-lived yet remarkable career. It was developed by Australian company Grande Exhibitions based on Sensory 4, a system consisting of motion graphics, surround sound and high-definition projectors.
Some parts of his best-known works have been re-created through animation to give people a vivid picture.
For instance, a dozen crows in his stunning piece Wheatfield with Crows come alive for a sudden flight and disappear in the cloudy sky. Or, a smoky train from one of his sketches seems to chug along the track, thanks to computer-generated imagery.
Generally, the show immerses people in the environment of Van Gogh's canvases famed for their rich palette. Viewers find themselves standing on moving images of Sunflowers; on a narrow pathway leading to The Cafe Terrace at Night; counting stars in The Starry Night; surrounded by many Almond Blossoms.
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The show Van Gogh Alive offers visitors a different way to appreciate the masterpieces by the Dutch painter. [Photo provided to China Daily] |
Van Gogh wrote many letters to his relatives and friends, especially to his younger brother, Theo, excerpts of which are also being screened at the Beijing show, helping people better understand the artist's life and philosophy.
Van Gogh Alive has toured many countries, and its China premiere was held in Shanghai's Xintiandi shopping compound in late April.
Until August, the show attracted more than 350,000 people, according to Zhou Yi, producer of the China tour.
A ticket for the Shanghai leg was priced at 160 yuan ($25). Some viewers complained that the show was overpriced and that they did not even get to see the real works.
The price has been reduced to 130 yuan for the Beijing show because of a shorter duration and relatively smaller venue.
Zhou says the complainers account for a tiny part of the total number of viewers.
"The show aims to show how new technologies can challenge and redefine people's desire to appreciate art. It provides a better and more dynamic experience to view the paintings' details, which is impossible if seen through real works at museums.
"Many people, including those from galleries and areas of art education, said they were impressed by such an innovative approach to make art popular," Zhou told 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.
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