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The Guardian - UK

Lifestyle

David Batty

Immersive exhibitions based on artists such as Van Gogh and Dali derided as ‘money grab’

Van Gogh Dalí Drift London

Visitors at the immersive Van Gogh exhibition — The manager of the UK’s Van Gogh: The Immersive Experience said the high prices charged helps to fund other more innovative shows. Photograph: Tristan Fewings/Getty Images

From animated floor-to-ceiling paintings to giant fluorescent ball pits, immersive art experiences have proliferated in warehouses, often costing £25-£40 a head. Now experts have claimed that many are overpriced gimmicks.

Leading digital artists have claimed that some of the most popular commercial immersive experiences, particularly those based on the work of deceased artists, such as Van Gogh and Dalí, are a money grab that provide little reward to visitors beyond Instagrammable moments.

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