Houston has two immersive ‘Van Gogh’ shows. ‘Emily in Paris’ prefers this one.
“Immersive Van Gogh Exhibit Houston” isn’t the first experience to bring large-scale projected paintings by the Dutch master to town. “Van Gogh: The Immersive Experience” beat it by a few weeks. But the new show has the most street cred.
This one, housed in a 16,500square-foot converted warehouse in west Houston, boasts a legitimate connection to “Emily in Paris,” the popular Netflix show that inspired an international obsession with immersive Vincent Van Gogh experiences. Massimiliano Siccardi is the Italian director behind “Atelier des Lumières” — the actual light show featured on the small screen — and the film shown inside “Immersive Van Gogh.”
This one also counts “Emily in Paris” star Lily Collins as a fan.
It’s more expensive than the competition, too. Then again, can you put a price on bragging rights?
Admission starts at $29.99 for children and $39.99 for adults. VIP packages top out at $109.99 and include perks such as commemorative swag and a seat cushion for a comfortable immersive room experience. And while venturing out to Brittmoore Road can be a bit of a trek for those who don’t live on the northwest side, “Immersive Van Gogh” is a destination campus.
There’s an outdoor bar at the main entrance. Drinks and food are allowed inside. The building, which has been painted blue and covered with sunflowers, shares a parking lot with Powder Keg Houston, a dog-friendly watering hole complete with volleyball courts. Between the two is an al fresco photo op: a vintage yellow pickup overflows with more sunflowers.
Behind the “Immersive Van Gogh” doors is a curious welcome amenity. A tunnel passage named “Van Gogh Chapel” was inspired by the Rothko Chapel in Montrose and is unique to Houston, according to Vito Iaia and Diana Rayzman, co-founders of Impact Museums, which produced the traveling pop-ups. Unlike Rothko Chapel, where 14 of Mark Rothko’s black albeit colorhued paintings hang in an octagonal space, “Van Gogh Chapel” is long and narrow, colorful and reflective thanks to a panel of mirrors. It’s an Instagrammable moment, for sure, and one that illustrates some of Van Gogh’s most recognizable works in succession.
Another timeline is just around the bend. A short history of the painter’s troubled life is flanked by a large, three-dimensional Texas swathed in — what else? — sunflowers. It’s a shame the artist wasn’t into bluebonnets.
Quotes excerpted from letters written to Van Gogh’s brother, Theo Van Gogh, fill the remaining wall.
“It’s an inspirational way to get to know him in his own words,” says Rayzman.
Through a black-tented holding area lies the main attraction: A 7,500-square-foot rectangular box allows visitors to “step inside” the post-Impressionist artist’s work and psyche. Here, Siccardi’s 35-minute film on loop is darker and more psychological than others. It’s devoid of voiceover and functions more as an artistic, animated interpretation of Van Gogh’s masterpieces.
The video starts at the end of his life and moves backward, making stops at “Starry Night,” “Sunflowers” and “The Bedroom.” At least 60 projectors overhead bring the scenes to life as composer Luca Longobardi’s soundtrack roars in the background. Some tunes are recognizable, such as Edith Piaf ’s “Non, Je Ne Regrette Rien.”
It’s a lot to take in.
“You’re supposed to walk around,” suggests Rayzman. In other markets, visitors have opted to stand or sit in the space. Children like to dance around in the images. Some watch the film multiple times — there’s no limit.
“In LA, I was surprised to see people laying down,” says Iaia. “Immersive Van Gogh” will begin offering yoga classes in the next six to eight weeks, he adds.
For now, there are 170 white circles on the floor some 10 feet apart for social distancing. And masks are required for entry, regardless of vaccination status.
The bad news is most time slots and tickets are sold out until December. The good news is Iaia and Rayman recently extended “Immersive Van Gogh’s” Houston run and are incorporating holiday content — just in time for “Emily in Paris” Season 2.