In 2021, I had the opportunity to visit Van Gogh’s Immersive Experience at New York City’s Pier 36. The exhibit mesmerized me, as though I had stepped into Van Gogh’s mind. Unlike a traditional art museum with static displays, this exhibit allowed me to interact with the artwork, move through the installation, and capture the experience through photos and videos. With full accessibility to my phone during the exhibit, I found myself more focused on recording every moment instead of appreciating the art in front of me. This stems from a heavy reliance on social media, and the constant urge to document my life, which is something a lot of people in my generation can connect to. Social media shifts our attention towards posting and status, creating a competitive environment where the appreciation of art is replaced with artificial validation. Leading me to wonder, is technology enhancing our connection to art, or distracting us from it? 

The Van Gogh Immersive Experience pushes the boundary of interactive art and technology, leaving visitors a new way to engage with art and shifting their perspective. This exhibit uses innovative projection technology developed by AV designers which brings Vincent Van Gogh’s artwork to life. Inspired by his dreams, thoughts, and aspirations. Van Gogh's signature style, Post-Impressionism, is characterized by his vibrant use of color, thick brush strokes, and emphasis on geographic landscapes. His artistic techniques and eccentric lifestyle have long fascinated art historians with much research attributing his success to his tumultuous mental state (thecollector.com). Often referred to as a “tortured artist”, Van Gogh suffered from mental illness. This struggle profoundly impacted his work and his art pieces, evoking emotions of anxiety, suffering, hope, and love. All these emotions come to life as guests move through the warmly lit projected walls and delicate blend of light, color, and sound. Guests witnessed over 300 pieces of artwork projected onto the walls encompassing landscapes, flowers, and moving objects. The most eye-catching of these pieces are “The Starry Night’, “Sunflower” and “Cafe Terrace at Night.” These are three of Van Gogh’s most established paintings.

My family and I were drawn to this exhibit largely because of its popularity on social media. I saw numerous posts on TikTok by influencers labeling it as “One of the best places to go to in New York City in the summer”. This method of communication is a direct result of influencer culture, where influencers with a social media platform highlight the best aspects of their experiences, encouraging others to follow suit. Kate Mondloch cites, art journalist Rebecca Carlsson critiques this shift, stating: “What is important to emphasize is this: due in large part to changing media technologies, exhibitions such as the immersive Van Gogh experiences are no longer seen as a place to go to passively look at the materials on display, but rather to offer a place to document experiences and share those adventures with followers through social media accounts”(Mondloch). Carlsson explains that art exhibits with the use of technology may generate lots of popularity; however, the visitors are not necessarily experiencing the artwork itself, but capturing it to post on social media, often prioritizing social media over genuine appreciation. Art historian Kate Mondloch further explores this concept, explaining that user-generated images posted online further confirm this interpretation, “they routinely foreground their individualized experiences within the multimedia environment over and above the Van Gogh-themed imagery or objects themselves”(Mondloch) Mondloch critiques how technology can diminish the focus on Van Gogh’s artwork, contributing to a culture of passive consumption. Instead of fully engaging with the art, visitors become more concerned with documenting their experience and sharing it to improve their status and validation. 

On the car ride home from the exhibit, I began posting on Instagram, and the photos I had taken were instantly receiving high engagement from my followers, because of the popularity of the exhibit, further reinforcing the excitement of sharing my experience online. I felt proud of my post and reflected on the time and dedicated to crafting it. However, I soon realized that during the exhibit I was entirely focused on curating the “perfect post” - capturing the most “aesthetic” images with varieties of colorful backgrounds and carefully planned poses to share with my social media followers. Being so invested in my online presence I had foregone the genuine connection with the artwork. Van Gogh’s artwork is so remarkable because of how it makes viewers feel a raw emotional connection. This lack of self-awareness in the moment of the exhibit made me realize the dangers of social media. Why has social media subconsciously made me more focused on posts and likes rather than living in the moment? While technology has been used as an outlet for people to share their experiences, and spread awareness on art exhibits, its value diminishes when it replaces authentic engagement of art for social validation. My experience at the Van Gogh exhibit revealed the blurred relationship between technology enhancing our interaction with art and detracting from its intended experience. The next time a new and exciting art gallery or museum is trending, remind yourself art is meant to be experienced and felt, beyond the lens of social media. Let it be a moment of genuine connection rather than content for your feed.

Work Cited 

Mondloch, Kate. "The Influencers: Van Gogh Immersive Experiences and the Attention-Experience Economy." Arts 11.5 (2022): 90. ProQuest. Web. 8 Feb. 2025.