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April 6, 2022
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Casa França-Brasil offers an immersive journey through the work of Van Gogh

Casa França-Brasil offers an immersive journey through the work of Van Gogh

The Casa França-Brasil, of the Secretary of Culture and Creative Economy of Rio de Janeiro, receives, starting today (6), the multimedia exhibition Van Gogh and His Contemporaries – Immersive Exhibition, with tickets at popular prices and days with free admission. The exhibition arrives in Rio after having premiered in Florence (Italy).Casa França-Brasil offers an immersive journey through the work of Van Gogh

The images are formed by multiple projectors and a system that expands the canvases into the exhibition space, guaranteeing the visitor the feeling of being inside the works of the painter, one of the most famous in the world. The exhibition will be at Casa França-Brasil (Rua Visconde de Itaboraí 78, downtown Rio de Janeiro) until June 5th.

The immersive exhibition Van Gogh and his Contemporaries brings visitors a digital experience with 360° projections and a soundtrack of works by the Dutchman and other painters at Casa França-Brasil.

The immersive exhibition Van Gogh and his Contemporaries brings visitors a digital experience with 360° projections and a soundtrack of works by the Dutchman and other painters at Casa França-Brasil. – Fernando Frazão/Agência Brasil

The exhibition’s producer, Marisa Mello, said that the public will find a large immersive room, which is the star of the show. “It’s a story told in seven independent chapters, illustrated with projections on the walls and floor, which give that feeling.”

Large panels were also created with classic works by the Dutch painter, one of the main names in 19th century art, “so that people can have an immersive experience not only in the projections, because not everyone likes technology”. There is a timeline, which tells the story of the painter and his relationship with contemporaries. Van Gogh’s bedroom, which he portrayed in the painting room in Arleswas reproduced scenographically.

There’s even a giant sunflower board, which people feel like they’re stepping into, as well as an installation of sunflowers made from craft paper. “And it has a lot of cultural information. So, it’s an exhibition that brings together entertainment and expansion of the cultural and educational repertoire”, said Marisa.

The digital experience, with 360-degree projections and an original soundtrack, integrates the 60-minute narrative, showing the public the painter’s human and artistic trajectory, in addition to promoting a tour of the creations of other great names that are related to his work and who lived in the same century, such as Cézanne, Gauguin, Toulouse-Lautrec, Soutine and Modigliani.

exchanges

Marisa explained that both in the timeline and in the introductory room, visitors are given information about other contemporary Van Gogh artists, “to show that artistic production is a context of exchanges, of exchange between painters”. On display is a canvas by Gauguin depicting Van Gogh painting the famous picture of sunflowers. “You will have both experiences: the encounter with Van Gogh and the encounter with his contemporaries”.

In the show, the viewer places himself in the paintings themselves and understands a little more about the life and feelings of this artist who enchants the world to this day with his strokes and vibrant colors. “The paint is on my skin.” This is how Vincent Van Gogh translated his trajectory, with more than 2 thousand paintings.

His interest in art began in his childhood and, during his life, he painted more than 40 self-portraits in which he explored physical appearance and expressive eyes. Among the artist’s curiosities is the fact that he paints outdoors, a habit he kept until his death. His technique of firm, heavy brushstrokes allowed him to paint quickly and produce a vast number of works in the last two and a half years of his life. In 1973, the Van Gogh Museum was created in Amsterdam, the Netherlands, to house the creations.

The immersive exhibition Van Gogh and his Contemporaries brings visitors a digital experience with 360° projections and a soundtrack of works by the Dutchman and other painters at Casa França-Brasil.

The immersive exhibition Van Gogh and his Contemporaries brings visitors a digital experience with 360° projections and a soundtrack of works by the Dutchman and other painters at Casa França-Brasil. – Fernando Frazão/Agência Brasil

Technology

The experience was developed using the innovative Matrix x Dimension digital technology, originally created by Crossmedia Group, an Italian company specializing in immersive multimedia exhibitions, including Da Vinci Experiencewho was in São Paulo in 2020. Van Gogh and His Contemporaries – Immersive Exhibitionset up in Brazil by the producers Automatica and Pink Pineapple, with planning and commercial support from the companies iDue Entretenimento and CulturArtEntretenimento and sponsorship from Enel Distribuição Rio, through the State Law of Incentive to Culture, in addition to the support of the Secretary of Culture and Creative Economy of River.

For the Secretary of Culture, Danielle Barros, the exhibition reinforces the vitality of Casa França-Brasil in the cultural scene. “The House makes up an important cultural corridor in the capital and having in its galleries an exhibition the size of Van Gogh celebrates the resumption of culture in a bicentennial space, with special programming for the public. It is the State Law of Incentive to Culture promoting art for all “, said Danielle.

Producer Marisa Mello highlighted that although she received this international content from the projections, timeline material and Van Gogh paintings, a Brazilian team “created the show with the face of Brazil. So, it is not an imported exhibition, but an exhibition with international content, created by a Brazilian team that developed the project thinking about the space of Casa França-Brasil”.

tickets

Tickets, at popular prices of R$20 (full price) and R$10 (half price) from Thursday to Sunday, can be obtained at site from Eventim, including gratuities on Tuesdays and Wednesdays. Marisa added that the first batch of tickets, totaling more than 40,000 tickets, is already sold out. New batch will open next 10th.

“Our audience can pay attention to the site of Eventim, both free of charge and paid days. Who wants to buy, stay tuned on the 10th, because there will be plenty of tickets”. Marisa said that the great interest of the public “shows that Van Gogh is a classic because he is organic and speaks to the population. Not only is he a critically acclaimed artist, but he is an artist truly loved by the public.”

The producer informed that the poster of a canvas by Van Gogh can be taken by the visitors and framed, so that they have a painting of the painter at home. “This is the surprise,” he says.

  Van Gogh's Landscape Exhibition, an immersive show in the universe, work and life of the Dutch painter, at Shopping Pátio Higienópolis.

Van Gogh’s Landscape Exhibition, an immersive show in the universe, work and life of the Dutch painter, at Shopping Pátio Higienópolis. – Rovena Rosa/Agência Brasil

The organization of the exhibition is studying, with the State Department of Culture and the sponsor, possibilities of offering new batches of tickets. In May, the idea is to make a cultural turn and stay open all night, to meet public demand. “This would be another wave of tickets. We are working to serve as many people as possible.” The extension of the term was not ruled out.

The exhibition offers an educational program, with activities aimed at schools and visitor groups throughout the season, as well as teacher training.

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