Australia gets its first permanently housed digital art gallery

 Monday, May 31, 2021 


The doors open 1st of September to Australia’s first permanently housed digital art gallery THE LUME Melbourne, at Melbourne Convention and Exhibition Centre (MCEC).  Peter King, Chief Executive of Melbourne Convention and Exhibition Centre, said MCEC is thrilled to be using the venue in exciting new ways.

He also added that this partnership is possibly the most exciting opportunity they have been involved with for a long time. It is literally world leading experience technology that they can use with own industry partners along with providing a much needed new attraction for Melbourne. THE LUME is another way MCEC is using our space in unconventional ways, to ensure we keep innovating, evolving and making an impact where it counts. This partnership provides an opportunity to bring people back to Melbourne and is helping to drive economic activity back in the heart of their city.

The founder of Melbourne-based creators, Grande Experiences, Bruce Peterson, anticipates an excited reception to the opening of THE LUME Melbourne on September 1st.

2020 and the impact of COVID-19 created enormous challenges globally, but due to the nature of our experiences, over 1.5 million visitors across Australia, Asia, New Zealand, USA and the United Kingdom have been engaged in our multi-sensory, contact-free immersions into art” said Bruce. “2021 continues to throw curve balls, and this lockdown will be impacting so many people, particularly across the arts and entertainment industry, but this is the new world we live in and come September this will be the perfect way to celebrate togetherness with Van Gogh.

They are thrilled to establish this iconic, new, cultural attraction to join Melbourne’s beloved art scene.

The inaugural experience for THE LUME Melbourne, proudly presented by Lexus, is an epic adventure into the life and works of Vincent van Gogh.

THE LUME Melbourne ran pop-up projections at iconic Melbourne locations to signal Vincent van Gogh’s imminent arrival into the city. Projections of Van Gogh’s artworks are merely a tease of what’s to come. A reimagining of 3,000 paintings, sketches, letters, photos and floral works burst to life as part of this extraordinary multi-sensory experience opening at THE LUME Melbourne on Wednesday 1st September 2021, celebrating the first day of Spring.

THE LUME Melbourne is in a league of its own for immersive experiences. With a 3,000+ sqm gallery space soaring four storeys tall, brought to life with state-of-the-art technology, THE LUME Melbourne offers a brand-new type of sensory encounter for anyone wanting a meaningful, shared and exciting way to explore art.

We can’t wait to welcome visitors on September 1st to THE LUME Melbourne after what might be a long and challenging winter for us all”, Peterson said.

THE LUME Melbourne, Australia’s newest cultural attraction, showcases the world’s finest art on an epic scale. Explore, play, dance and marvel as every surface becomes an animated canvas. Masterpieces spring to life from floor to ceiling, providing visitors the unique opportunity to immerse themselves in the artistry and world of Vincent van Gogh, through the eyes of this renowned artist.

Be surrounded by his shimmering Starry Night while indulging in the flavours of 19th century France at our reimagined Terrace Café 1888. Paying homage to Van Gogh’s Dutch heritage as well as the inspiration he found in Paris and regional France, the menu reflects classic French café culture with a nod to Dutch cuisine. Curated tastes, evocative aromas, captivating imagery and a stirring soundscape weave together seamlessly to create a one-of-a kind visitor journey.

The gallery also includes a dedicated mirror infinity room packed with hundreds of sunflowers and a life-size recreation of Van Gogh’s famous Bedroom in Arles for selfie enthusiasts. Sessions at THE LUME Melbourne run from 10am weekdays and 9am weekends, for children under four. Those looking to book are encouraged to do so quickly as sessions are expected to sell out.

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