Experience in the Art of Van Gogh & Impressionists

After welcoming more than half a million visitors across Brazil, the immersive exhibition Van Gogh & Impressionists arrived in São Luís with the challenge of generating excitement and driving attendance before its opening.

To transform anticipation into an experience, we created an immersive activation at Shopping da Ilha inspired by Van Gogh's most iconic masterpieces. Visitors could step inside environments recreated from The Starry Night and Sunflowers, while an interactive digital installation invited them to assemble or create their own Van Gogh-inspired artwork, offering a preview of the exhibition's immersive universe.

The experience extended beyond the physical installation. Shopping da Ilha's Instagram feed was transformed into a living art gallery, with every post featuring a custom visual treatment inspired by Van Gogh's signature brushstrokes, bringing the exhibition's artistic identity into the digital space and reinforcing the campaign across social media.

The campaign combined experiential marketing, digital content and social media to create a seamless brand experience, helping the exhibition attract more than 100,000 visitors while reaching 1.17 million accounts and generating nearly 195,000 comments online.

This campaign for Van Gogh & Impressionists was developed in Brazil by Lightland Produções in partnership with Shopping da Ilha. The project combined experiential marketing, digital activation and social media to promote one of the country's largest immersive art exhibitions.