Massimiliano Siccardi on the Success of Immersive Van Gogh and the Future of Digital Art Experiences

Italian creator Massimiliano Siccardi discusses the phenomenon of immersive art experiences, particularly his Immersive Van Gogh Exhibit, which sold 4.5 million tickets and grossed $250 million by late 2021, plus $30 million in merchandise. Produced by Lighthouse Immersive, the show runs in 20 cities across the US and Canada. Siccardi, who began working on immersive projections in 1996 at Carrières des Lumières in Les Baux-de-Provence, emphasizes an emotional, non-didactic approach: he aims to convey van Gogh's inner world rather than art-historical context. He distinguishes his work from museum exhibitions, calling it "an artwork about an artwork." The show's popularity was boosted by a cameo in Netflix's Emily in Paris and a visit from Madonna. Siccardi sees immersive installations as a new medium that must evolve beyond current trends. He also created Immersive Klimt: Revolution and Frida: Immersive Dream.