Andorra Turisme Funds 'Van Gogh Alive' Immersive Exhibition with €100,000

Andorra Turisme has provided 100,000 euros in sponsorship for the immersive 'Van Gogh Alive' exhibition, which opened on 22 January at Sala Prat del Roure in Escaldes-Engordany and continues until 6 April 2026.

The direct contract with WhyNot SL—run by former minister Gilbert Saboya and ex-consul Francesc Camps—was approved on 22 December 2025 under the agency's Sports and Cultural Sponsorships programme, in keeping with the Administration Code. The deal, published in the BOPA, funds promotion and outreach to broaden Andorra's cultural offerings and position the Principality as an international destination.

Produced by Australia's Grande Experiences and Britain's Universe, the show represents the format's European debut. Organisers anticipate 25,000 to 30,000 visitors from locals and tourists, with potential for a return engagement next year depending on turnout. The opening attracted Escaldes-Engordany consuls, the culture and sports minister, and sponsors. Camps and Saboya described it as an innovative blend of culture and leisure unprecedented in Andorra.

Saboya outlined the setup's scale: 14 tonnes of equipment, 25 projectors, 57 million pixels, and 3,000 moving images across 1,200 square metres. He highlighted Andorra's strengths in sports, shopping, and dining, but noted culture as an area needing enhancement through accessible, entertainment-infused art. The concept emerged nearly a decade ago, using technology for broad immersion. Saboya emphasised Van Gogh's compelling life story and emotive paintings, ideal for residents and visitors, including après-ski groups. Packages pair with Caldea and UNNIC.

The one-hour visit unfolds in three parts. It begins with panels on Van Gogh's life—from the Netherlands to Paris, Arles, Saint-Rémy, and Auvers-sur-Oise—featuring key works like *The Bedroom*, *The Chair*, *Starry Night*, *Sunflowers*, and *Wheatfield with Crows*, plus a video of signature pieces. The core is a 40-minute immersive hall with large projections, synced music, biographical segments, and a mirrored sunflower installation evoking an endless field. It concludes with the 15- to 20-minute VR 'Finding Vincent', where users embody Theo amid Vincent's mental health crises, including the ear incident, with interactive elements.

Tickets for the introductory and immersive sections are 16.90 euros for adults over 11 and 14.90 euros for children aged 4-11 on weekdays, rising to 19.90 euros and 16.90 euros on weekends. The full VR option costs around 30 euros; under-fours enter free. Some reports cite combined packages at 25.90-29.90 euros for adults. The format has drawn global acclaim and aims to elevate Andorra's cultural profile.