A London immersive art exhibition has been branded one of the capital's most disappointing tourist experiences, leaving at least one visitor feeling short-changed and sorrowful. Van Gogh: The Immersive Experience was ranked as the second most disappointing attraction in London in a recent study by Private Tours England, which analysed TripAdvisor data. For one attendee, the show more than lived down to its dismal hype.
A Dispiriting Descent into Digital Art
The exhibition, created by Fever Up, first opened its doors in 2021. Its arrival followed a year after Emily, from the Netflix series Emily in Paris, visited a similar show in the French capital, sparking a trend of comparable immersive experiences across Europe and the US. However, the London iteration failed to impress.
The warning signs began at the entrance on Shoreditch's Commercial Street, which was so inconspicuous it was easy to walk right past. Inside, a dark and cramped hallway hosted a ticket checker, setting a low-effort tone that felt starkly at odds with the £25 per person entry fee.
Inside the Underwhelming Experience
The exhibition comprised two main rooms. The first mimicked a traditional gallery, featuring printed reproductions of Van Gogh's masterpieces on the walls alongside brief biographical notes. While this section was the reviewer's favourite, they noted they could have learned more from the artist's Wikipedia page or visited genuine Van Gogh works, like Sunflowers at the National Gallery or Self-Portrait with Bandaged Ear at The Courtauld, both viewable for free in London.
The second room, billed as the main event, proved even more of a letdown. The vast space was almost empty, containing only a few deckchairs and a bench. Computer-altered versions of Van Gogh's paintings were projected onto the walls, with animated swirls and fluttering petals. Far from feeling immersed, the visitor was left distinctly unimpressed. The experience was reportedly so disorienting that one colleague suffered nausea from gazing at the undulating projections.
A Sad Coda to a Tragic Life
The reviewer left the exhibition after a mere 30 minutes, feeling not only cheated but profoundly sad. This emotion was compounded by reading about Van Gogh's tragic final years—his self-harm, hallucinations, time in the Saint-Paul asylum, and eventual suicide. The poignant thought emerged that the artist, who died believing himself a failure and a burden, was spared the indignity of seeing his life's work reduced to what they considered a farcical and queasy spectacle.
The London exhibition closed in autumn 2025 and has since moved to other UK cities including Belfast, Bristol, York, and Leicester. Fever Up has been contacted for comment on the study's findings and the critical review.
Have you visited Van Gogh: The Immersive Experience? Share your thoughts in the comments or email webtravel@reachplc.com.
