Salvador Dalí VR experience set to launch this weekend at artist’s museum

The Salvador Dalí Museum is rolling out a virtual reality experience this weekend that will allow visitors to immerse themselves into the Spanish artist’s famous 1935 paintingArcheological Reminiscence of Millet’s “Angelus.”

Created by Goodby Silverstein & Partners, the ‘Dreams of Dali’ experience is part of a new exhibition launching at the St. Petersburg, Florida museum this weekend called ‘Disney and Dalí: Architects of the Imagination.’

The exhibition will showcase the relationship between the surrealist artist and Walt Disney through correspondences, archival film, photographs and audio.

With a virtual reality headset, users will be able to move around inside a 3D version of Dalí’s painting. The agency said that “months of research on the artist’s work and on Archeological Reminiscence of Millet’s ‘Angelus’ were necessary to bring the scenario to life in a way that’s imaginatively as close as possible to what Dalí might have seen in his mind before he began the painting.”

A trailer (above) that features a piano version of the song ‘Where is My Mind?’ by the Pixies gives viewers a sneak peek of the virtual reality experience. Once the exhibit opens, viewers can check it out on mobile, desktop or with virtual reality devices like Google Cardboard and Samsung Gear VR at the Dreams of Dali website.

See posters for the exhibit below:

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

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