Some technologies allow the visitor to dive into the heart of an experience where the connection with the artist reaches another level.

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In recent years, immersive exhibitions have gained popularity (read also: Immersion in Culture in French). These new artistic concepts, supported by digital technologies, represent an opportunity to seduce a wider audience. 

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These proposals induce a level of commitment to culture which differs from that generated by the more classic offer. They place the spectator at the center of the work by promoting their involvement in a real or imaginary environment. Therefore, the barriers are broken between the artist and the public resulting in an unprecedented connection. The visitor welcomes the information in a new way by letting themselves be impregnated by an immersive animation. 

The Van Gogh Distortion Exhibition, created in Montreal, embodies this trend well. Projections on the ceiling, floor, walls and furniture of the place promote an immersion in the painter's universe. This video shows an overview of the experience. 

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Immersive exhibitions can also give a second life to industrial heritage. The old sites or warehouses lend themselves well to the reception of this type of facility. In the case of Culturespaces, it transformed the former Westergasfabriek gas plant in Amsterdam and a submarine base dating from the Second World War in Bordeaux, into digital art centres as you can see in this video. 

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The New York Hall of Science has created "Connected Worlds", a large-scale ecosystem composed of six different habitats, connected by an interactive floor and a digital waterfall 14 meters high. Visitors can not only discover the place, but also have the chance to reshape the environments with their actions. Interaction and immersion increase the intensity of the experience. Perfect for young and old! 

Immersive cultural activities are an interesting offer and complementary to the current museum offer. What do you think? 

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This article can be found in the 2023 Trends Notebook (Cahier Tendances 2023) produced by the Transat Tourism Chair team.

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Additional source(s) for the original article:

• Cover: Freelight image: personal photo of the author
• Baillargeon, Stéphane. « L’exposition immersive comme métaphore », Le Devoir, 15 mai 2021. 
• Rodley, Ed. « Taking the Plunge », American Alliance of Museums, 1er novembre 2022. 

This article is published in partnership with Transat Chair in tourism at the Université du Québec à Montréal, School of Management (ESG-UQAM). This article was originally written in French by Julie Payeur, 23 May 2023, we have provided an English translation.

You can read the original here.

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