Van Gogh immersive exhibitions—multi-sited, branded multimedia environments inspired by the artist’s life and paintings—are seemingly ubiquitous in 2022. These itinerant digital spectacles bundle reproductions of Vincent Van Gogh’s most recognizable artistic motifs with tropes of fin-de-siècle madness, bathing their visitors in an artistic wonderland of projected images and soundscapes spread throughout cavernous exhibition venues. The popularity of these commercial juggernauts is unmatched. At present, at least five different companies are staging competing versions of digital Van Gogh art exhibitions in dozens of cities worldwide, with a particular emphasis at present on sites throughout North America. How are we as art critics to make sense of these exhibitions as well as their influence within the institutional context of the visual arts? Taking the digital Van Gogh phenomenon as its central case study, this article investigates the emerging art-themed immersive exhibition model and explores the specific mode of spectatorship it promotes. Situating these projects within the broader framework of the contemporaneous attention and experience economies, and with an eye toward the crucial role of social media, I propose that art-themed immersive exhibitions such as the Van Gogh immersive experiences exemplify habits of digitally-mediated, 24/7 immersive attention and consumption in art and in everyday life.

中文翻译：

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影响者：梵高沉浸式体验和注意力体验经济

梵高沉浸式展览——受艺术家生活和绘画启发的多地点、品牌多媒体环境——在 2022 年似乎无处不在。这些流动的数字眼镜将文森特梵高最知名的艺术主题的复制品与世纪末的疯狂比喻结合在一起，将参观者沐浴在一个艺术仙境中，投射的图像和音景遍布巨大的展览场地。这些商业巨头的受欢迎程度是无与伦比的。目前，至少有五家不同的公司正在全球数十个城市举办相互竞争的数字梵高艺术展览，目前特别强调在北美各地的地点。作为艺术评论家，我们如何理解这些展览以及它们在视觉艺术制度背景下的影响？本文以数字梵高现象为中心案例，考察了新兴的以艺术为主题的沉浸式展览模式，并探讨了它所推动的具体观看模式。将这些项目置于当代注意力和体验经济的更广泛框架内，并着眼于社交媒体的关键作用，我建议以艺术为主题的沉浸式展览，如梵高沉浸式体验，体现了数字媒介的习惯，24 /7 在艺术和日常生活中的沉浸式关注和消费。本文调查了新兴的以艺术为主题的沉浸式展览模式，并探讨了它所倡导的具体观看模式。将这些项目置于当代注意力和体验经济的更广泛框架内，并着眼于社交媒体的关键作用，我建议以艺术为主题的沉浸式展览，如梵高沉浸式体验，体现了数字媒介的习惯，24 /7 在艺术和日常生活中的沉浸式关注和消费。本文调查了新兴的以艺术为主题的沉浸式展览模式，并探讨了它所倡导的具体观看模式。将这些项目置于当代注意力和体验经济的更广泛框架内，并着眼于社交媒体的关键作用，我建议以艺术为主题的沉浸式展览，如梵高沉浸式体验，体现了数字媒介的习惯，24 /7 在艺术和日常生活中的沉浸式关注和消费。