Investors and banks hoping to cash in on the success of 'Immersive Van Gogh' are pouring funds into art experiences for Klimt, Kahlo, and more:
Investors and Banks Hoping to Cash in on the Success of ‘Immersive Van Gogh’ Are Pouring Funds Into Art Experiences for Klimt, Kahlo, and More
A clear sign that investors were taking notice of the huge popularity of these shows came in January, when Goldman Sachs Asset Management led a funding round that brought in $227 million for Fever Labs, the company behind the blockbuster “Van Gogh: The Immersive Experience,” which first opened in 2018. The largest-ever round of funding for a live-entertainment startup, Fever claims it brought its pre-money valuation to more than $1 billion.
Corey Ross, CEO of Lighthouse Immersive, another giant of the sector, attributes the popularity to the medium’s novelty. “I have been experiencing art in art galleries since childhood and the presentation has more or less stayed the same—paintings on the walls with labels. The public is extremely curious to experience a new genre, and one they have seen it done well they love it,” he told Artnet News.
Visitor watch a giant screen showing details of Leonardo da Vinci’s portrait of Mona Lisa prior the opening of the exhibition titled “La Joconde, an immersive exhibition” at the Palais de la Bourse in Marseille. Photo by NICOLAS TUCAT/AFP via Getty Images.
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