The Scottish Event Campus (SEC) has unveiled the Scottish premiere of Beyond Van Gogh: The Immersive Experience, transforming its venue into a journey through the life and art of the Dutch artist.
Having opened to the public on 11 July, the exhibition has a blend of over 300 paintings, cutting-edge technology, and a curated musical soundtrack.
To date, thousands of tickets for its stay at the SEC have been sold, with the attraction’s initial run extended by three weeks due to high demand.
Venue Preparation and Technological Integration
In readiness for Beyond Van Gogh, the SEC underwent significant adaptations to enhance the visitor experience.
Technologically, the SEC has integrated state-of-the-art projection systems and immersive audio capabilities which allows paintings to transcend their frames and fill the space with vibrant colours and dynamic movements, creating an immersive experience.
Likewise, the SEC’s distinct strengths as a venue, including its capacity to support marketing efforts and its extensive social media reach of approximately 840,000 monthly impressions, have been instrumental in promoting the exhibition across Scotland.
Anna Parry, UK business development at Annerin Productions, said: “It’s been an incredible journey preparing for Beyond Van Gogh at the SEC. The ongoing support we’ve had from the team at the Scottish Event Campus has been amazing and, together, we’ve seen firsthand how the venue has been transformed into an immersive canvas that brings Van Gogh’s art to life in ways that words can’t fully capture.”
Angela Smith, business development manager at Scottish Event Campus, added: “Collaborating closely with Annerin Productions was crucial in ensuring a seamless installation. The integration of technology and artistry has truly transformed our venue into an unparalleled canvas for Beyond Van Gogh.”
Visitor Expectations and Cultural Impact
The exhibition sold over 40,000 tickets in Liverpool, and the SEC hopes for a similar response in Glasgow.
Smith continued, “Scotland is going to love Beyond Van Gogh! Beyond ticket sales, we hope that the exhibit will have wider educational or cultural impacts, including raising awareness of this renowned artist in a truly inspiring way. It also adds to the broader cultural offerings the city of Glasgow has, such as Discovering Degas and the Burrell Collection.”
