What brands can learn from immersive art

As brands seek out new ways to connect with consumers IRL, we explore what they can learn from the recent spate of immersive art shows – and why people will always yearn for communal experiences

Have you ever wondered what it would be like to live inside David Hockney’s brain for a day? While the traditional exhibition format has long offered a glimpse inside the minds of creative practitioners, the debut show from new London arts venue Lightroom goes one step further, allowing us to see the world through the eyes of one of its most famous living artists.

David Hockney: Bigger & Closer (not smaller & further away) builds on a growing fascination with immersive art experiences such as Van Gogh Alive, which has seen a staggering 8.5 million visitors across 80 cities worldwide since it first launched. A key difference, though, is that it has been brought to life in collaboration with Hockney himself, who is well-known for experimenting with new mediums.

Using large-scale projection and directional sound technology, the show transports the audience on a personal journey through 60 years of the artist’s art – from Yorkshire all the way to LA – seeing the world through Hockney’s eyes.

Top and above: Renders of Lightroom’s debut show, David Hockney: Bigger & Closer (not smaller & further away)