The European launch of Meet Vincent van Gogh in Barcelona closed its doors on 14 July, 2019 with a total of over 161.000 visitors. Heralded by Spanish critics as a “spectacular exhibition,” Meet Vincent charmed local and international visitors of all ages with its playfulness, interactivity and captivating storytelling.
Meet Vincent van Gogh Barcelona was displayed in a bespoke temporary structure in the cultural heart of the city- superyacht harbor, Port Vell. Although never having hosted a cultural attraction in Port Vell before, the Port of Barcelona was impressed by Meet Vincent’s ability to attract a diverse audience- from school groups to seniors, international tourists to Barcelona locals- and granted permission for Meet Vincent van Gogh to be the first ever exhibit on site.
The Experience’s unique venue location and distinctive Van Gogh Museum branding created a strong sense of anticipation in Barcelona. Although scheduled to close in June, popular demand and high ticket sales saw Meet Vincent’s Spanish promoter, Proactiv, announce a one-month extension of the tour stop until July.
“Meet Vincent is an interactive, magical and surprising exhibition that allows you to enter the world of the well-known artist in a different way.”
- La Razon, 22 February, 2019
While Barcelona attracts nearly 9 million tourists per year, the local market’s response to Meet Vincent was just as enthusiastic, as classical painters like Van Gogh are highly valued across Spanish society. Spanish visitors also appreciated how the Experience’s interactives transported them beyond the surface of Van Gogh’s masterpieces; through the interactives, visitors could investigate the stories, history and science behind the world’s most recognizable artworks. As one Barcelona local put it, “I have been to many Vincent van Gogh exhibitions, but this one was interactive and by far one of the best exhibitions I have ever experienced. I loved it- the sounds, colours, everything about it.”
“What convinced us to [host the Experience] was the way in which the producer team operates."
- Nicolas Renna, Managing Partner Proactiv
Meet Vincent’s success in Barcelona would not have been possible without the commitment of our extremely experienced local promoter, Proactiv: Live Entertainment + Events. Speaking to the effectiveness of our collaboration, Proactiv Managing Partner, Nicolas Renna, states that, “What convinced us to [host the Experience] was the way in which the producer team operates. In addition to delivering a high-value turnkey exhibition set, they work together closely with the promoter’s team to co-create success. It really feels like a true partnership.”
“Great work in bringing art closer to society.”
- Visitor quote, Spain
The Meet Vincent van Gogh team also collaborated with Dutch governmental representatives in Spain to promote the Van Gogh Museum’s experiential products internationally. Matthijs van Bonzel, Ambassador to Spain, attended the Experience’s official opening. Meet Vincent is very significant for Dutch representatives overseas. As Hannah Schildt, Cultural Attaché to the Dutch Embassy in Madrid, explained, “Van Gogh asan artist is an important vehicle for the Netherlands to celebrate our rich cultural history on the world stage, while also reasserting our reputation as a leader in innovation.”
The Meet Vincent van Gogh Experience was in Seoul from April to August 2019, is coming soon to London and is expected in Lisbon in February 2020.
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