Thea Awards Recipients

Thea Awards 2017

Thea Award for Outstanding Achievement - Immersive Museum Exhibit: Touring

Meet Vincent van Gogh Experience, Amsterdam, Netherlands

The Van Gogh Museum in Amsterdam, which holds the largest collection of Van Gogh’s paintings, drawings and letters, developed the Meet Vincent van Gogh Experience as a response to many of the works being too delicate to travel, as well as the desire to introduce Van Gogh to new audiences. This exhibit elevates the museum experience from a passive gallery to an immersive encounter that allows all visitors to know these great works of art – and the artist - in new ways. It is currently traveling through China on a multi-year booking through 30 cities.

Its unique presentation blends museum exhibit techniques and natural history museum recreation techniques to bring the story to life. Design and production excellence are combined with compelling use of technology. Graphics blend seamlessly with projections. Audio and lighting create a multisensory experience. The exhibit facilitates engagement and interactivity. Visitors can walk into, through and among Van Gogh’s great works of art, and they also journey through the cafes, villages and houses that formed the backdrop to Van Gogh’s life. They can pull up a seat at the Potato Eaters Table; sit down in Montmartre’s Café Tambourin; step into the Yellow House; explore Van Gogh’s bedroom and try their hand at painting like the master.


Guided by Van Gogh’s own words from personal correspondence between him and his loved ones, the guests are able to delve deeply into his brilliant mind and troubled psyche to really know the artist. Actors bring dialogues from the past to life; combined with video effects, decor and lighting and other multi-sensory effects (such as the smell of hay when entering one of his most famous works) they allow visitors to see and experience Van Gogh first-hand.

The Meet Vincent van Gogh Experience makes the life and art accessible to as many people as possible. It delivers a uniquely compelling experience and stands as an example of how modern tools and techniques can transform the way we present the arts for community engagement.

Award Credits