Lexus becomes presenting partner for Van Gogh Alive & Van Gogh at THE LUME Melbourne
- Written by: Olivia Haddow
Luxury lifestyle brand Lexus has signed on as the Official Presenting Partner for internationally acclaimed Van Gogh Alive, touring 5 cities throughout Australia and Van Gogh at THE LUME Melbourne, Australia’s new, permanent digital art gallery.
Grande Experiences’ Van Gogh Alive and Van Gogh at THE LUME Melbourne are multi-sensory experiences that use the latest audio-visual technology to immerse visitors in Van Gogh’s masterpieces. Telling the story of Van Gogh’s life and works, each experience has been carefully curated to totally immerse the viewer in the life of the artist. Both are set to an evocative classical score with a thrilling display of over 3,000 inspirational images transforming the world around you.
The travelling Van Gogh Alive has thrilled over 7 million people in 70 cities around the world and is set to tour Adelaide, Brisbane, Perth, Canberra and Newcastle. THE LUME Melbourne is a brand-new permanent digital art gallery, launching later this year and set to become an iconic cultural attraction in Melbourne, taking immersive art to a new level. The inaugural experience will feature the masterpieces of Vincent van Gogh, reimagined on an unprecedented scale.
Lexus is a luxury lifestyle brand with an unwavering commitment to brave design, exceptional craftsmanship, and exhilarating performance - offering a natural foundation to partner with a cutting edge, immersive digital art experience. At the core of the Lexus Brand is a dedication to evoking all senses; something that meshes harmoniously with the multi-sensory experiences provided by Van Gogh Alive and Van Gogh at THE LUME Melbourne. From start to finish, visitors are surrounded by a vibrant symphony of light, colour, sound and fragrance.
"Like us, Lexus believes good design can make the world a better place and with their unwavering commitment to unrivalled experiences, the team and I at Grande Experiences are honoured to partner with Lexus.” Bruce Peterson, Grande Experiences.
“The partnership is a natural synergy underpinned by our brand pillars representing brave design, imaginative technology and a pioneering mindset. Lexus Australia is delighted to be partnering with such an innovative experience. ” Lexus Australia Chief Executive, Scott Thompson
The exclusive sponsorship package for this multi-sensory experience celebrating Van Gogh’s masterpieces was brokered by Artemis Partnerships and will see Lexus integrated across the entire marketing campaign, exclusive access to VIP events and the latest Lexus vehicles proudly displayed at Van Gogh Alive and Van Gogh at THE LUME Melbourne.
“Lexus is synonymous with cutting edge design that moves all the senses and we are delighted to have secured such a prestigious brand as the Presenting Partner for both Van Gogh Alive and Van Gogh at THE LUME Melbourne.” Katrina Sharpe, Artemis Partnerships.
About Lexus
Lexus is a luxury lifestyle brand with an unwavering commitment to brave design, exceptional craftsmanship, and exhilarating performance. Lexus strives to anticipate the needs of our customers by delivering pioneering premium vehicles - such as the world’s first luxury hybrid SUV – in concert with unrivalled ownership experiences and partnerships that reflect the sustainability and hospitality values of our brand. #ExperienceAmazing
About Grande Experiences
Grande Experiences, the creator and producer of THE LUME Melbourne and Van Gogh Alive, is a world leader in the creation, design, production, promotion and installation of large-scale exhibitions and immersive experiences with broad cultural appeal along with engaging, entertaining and educational content. From concept to completion Grande Experiences creates visually and technically stunning masterpieces and presents them around the world. Its experiences have been displayed 200+ times in over 150 cities, in 32 languages, across six continents enthralling audiences of over 17 million people. Grande Experiences also owns and operates Museo Leonardo da Vinci, a prestigious permanent museum in central Rome, Italy and plans to open THE LUME at The Indianapolis Museum of Art at Newfields later this year.
Van Gogh Alive is presented through the organisation’s SENSORY4™ immersive technology that combines multi-channel motion graphics beamed through up to 40 high-definition projectors with cinema-quality surround sound.
About THE LUME Melbourne
THE LUME Melbourne is a brand-new, permanent immersive digital art gallery coming to Melbourne August 2021. The gallery will move into the Melbourne Convention and Exhibition Centre on Southbank, in the heart of Melbourne.
THE LUME Melbourne transports guests into the art itself by weaving imagery from 150 state-of-the-art projectors onto a tapestry of surfaces seamlessly and magically bringing the beauty and wonder of masterpieces to larger-than-life like never before. Each experience hosted in the gallery (approximately 90 minutes in duration) is carefully curated and choreographed to an evocative musical score, layered with suggestive aromas that ignites one’s imagination and stirs one’s soul. The inaugural experience will feature the masterpieces of Vincent van Gogh, running for a limited time through 2021 followed by new experiences that will be introduced on a regular basis.
About Andrew Kay AM
Andrew Kay AM is an international theatre producer and concert promoter based in Melbourne, Australia. Andrew Kay AM has presented, produced and co-produced countless award-winning theatrical, musical and live stage events and is promoting the tour of Van Gogh Alive to Adelaide, Brisbane, Perth, Canberra and Newcastle.
Notable artists presented include three-time Grammy winners the Soweto Gospel Choir, Kathleen Battle, Nigel Kennedy, Kevin McCloud, Yehudi Menuin, David Helfgott, Maggie Smith, Ian McKellan, Patricia Routledge, Wynton Marsalis and Louis Theroux.
About Artemis Partnerships
Artemis Partnerships bring together global brands with the world’s best experiences. Their bespoke and tailored solutions connect with brands and media with experiences, which drive customer loyalty, brand recognition and deliver commercial results.
