Project Description

The Dalí Museum in St. Petersburg, Florida, boasts the second-largest collection of Salvador Dalí’s work, but it still lacks national appeal: its visitors mostly come from Florida. So the museum asked us to generate national awareness of its newest exhibition, Disney and Dalí: Architects of the Imagination, and attract a broader range of visitors by reaching out to a national audience and to art lovers around the world. At the same time, the work had to continue to elevate the institution’s profile as an innovator in the art world and get younger audiences interested in the work of Salvador Dalí.

So we created Dreams of Dalí, an interactive experience that takes viewers inside the surrealist master’s mind. It leads viewers into one of Dali’s earlier paintings, The Archeological Reminiscence of Millet’s “Angelus.” For the first time, people can see a painting the way the painter himself saw it in his mind before the very first brush stroke. It lives as a virtual reality experience at the museum, allowing viewers to move freely in an immersive environment and watch a five-minute 360-degree interactive video. Both the VR experience and the 360-degree interactive video allow viewers to explore the wonders of Dalí’s imagination, hear the artist’s thoughts, find some of the famous creations that would come later in his career and, in the process, learn more about the life and work of the surrealist master. Above all, Dreams of Dalí is a new and more engaged way to look at art.