Van Gogh’s Palette: How Musée d’Orsay Operated a VR Experience

The Musée d’Orsay, one of the most visited museums in the world, recently took an ambitious leap into the future of cultural engagement by offering visitors a virtual reality (VR) experience. This pioneering effort was not without its challenges, but the results have been nothing short of extraordinary. Partnering with Lucid Realities, Unframed Collection and ViveArts, the museum presented VR alongside an exhibition that set an attendance record; the exhibition’s total attendance should be distinguished from participation in the VR experience.

At the Museum XR Summit, Agnès Abastado, Head of the Digital Development Department at the Musées d’Orsay and Chloe Jarry, Co-Founder, Lucid Realities shared the story behind the project.

A Collaborative Triumph with Practical Insights

The centrepiece of this innovative project was the virtual reality experience, Van Gogh’s Palette, which complemented the museum’s most anticipated exhibition of the year. This exhibition, celebrating the artistry of Vincent van Gogh, broke all attendance records since the museum’s opening 40 years ago. By creating an engaging VR narrative that allowed visitors to explore Van Gogh’s life and art in new ways, the Musée d’Orsay successfully introduced a new way of engaging with audiences, blending storytelling, technology, and culture.

The project’s success can be attributed to a carefully coordinated public-private partnership. From scripting and financial backing to production and final presentation, the collaboration between the museum, Lucid Realities, and Unframed Collection brought together teams with diverse expertise. For museum professionals looking to replicate such a project, it’s worth noting key practical steps:

• Technical Implementation: The VR setup included 12 headsets and was managed by trained facilitators. A 90-square-metre space near the main entrance of the exhibition provided a seamless flow for visitors.
• Ticketing Strategy: The VR experience was priced at €6, available both online and on-site. This pricing model helped manage visitor flow while making the experience accessible.
• Training and Staffing: Two mediators were on hand to introduce visitors to the VR equipment, ensuring a smooth and welcoming experience.

Plan capacity, staffing and tickets together

Implementing a VR experience at such a scale wasn’t without its challenges. From securing funding to managing operational logistics, the museum faced significant hurdles. The project was financed through a mix of public funds, sponsorships, and contributions from partners like ViveArts, which provided VR headsets. For museums considering similar initiatives, diversifying funding sources and seeking public-private partnerships can mitigate financial risks.

Additionally, the technical challenges of maintaining VR hardware and software required a dedicated support system. Lucid Realities and Unframed Collection’s expertise in immersive storytelling and operational management were invaluable in overcoming these obstacles.

What visitors reported about the experience

The numbers speak for themselves. With a satisfaction rate of 98%, Van Gogh’s Palette was a hit with visitors. Remarkably, 64% of participants said the VR experience influenced their decision to visit the museum, and 9% stated they would not have come without it. For museums aiming to attract new audiences, such results highlight the potential of VR to draw in first-time visitors, including younger demographics.

Interestingly, half of the visitors experienced VR for the first time during this exhibition, showcasing the medium’s ability to engage traditional museum audiences while also attracting those less familiar with the art world. This balance between innovation and accessibility was key to the project’s success.

Accessibility and Inclusivity

To ensure accessibility, the Musée d’Orsay designed the experience to be user-friendly and inclusive. The mediators played a crucial role in assisting visitors unfamiliar with VR technology. While there is room for improvement in making VR more accessible to visitors with disabilities, the museum has laid a strong foundation for future projects.

Lessons for the Museum Sector

1. Integrate Visitor Feedback: The Musée d’Orsay conducted surveys to gauge visitor reactions, revealing a high demand for similar experiences in the future. Museum professionals can use such data to refine offerings and justify investment in immersive technologies.
2. Start Small and Scale: The museum’s approach—starting with a focused 10-minute VR experience and expanding based on feedback—provides a scalable model for others.
3. Partner Strategically: Collaborating with established VR developers and distributors like Lucid Realities ensures technical and creative excellence, while public funds and sponsorships can alleviate budget constraints.

Broader Implications for Museums

The success of Van Gogh’s Palette highlights the transformative potential of VR in museums. The initiative charged a modest fee that contributed towards costs. That contribution alone does not establish full cost recovery or the long-term sustainability of the operating model.

As VR continues to evolve, museums of all sizes can benefit from exploring this technology. Whether it’s through short-term exhibitions or permanent installations, VR offers a powerful way to combine storytelling, education, and entertainment. For museums with smaller budgets, starting with mobile-based VR or augmented reality (AR) applications could provide a cost-effective entry point.

The Future of VR in Cultural Spaces

Looking ahead, the Musée d’Orsay plans to tour Van Gogh’s Palette internationally, with stops in Asia and Europe. This ambitious move not only extends the lifespan of the project but also offers a model for museums seeking to monetise their VR initiatives through licensing and distribution.

Museum professionals should also consider the environmental impact of VR projects. From energy consumption to recycling outdated hardware, sustainability must remain a priority as the sector embraces new technologies.

Final Takeaways

Agnès Abastado and Chloe Jarry described an operating model as well as a creative partnership. Van Gogh’s Palette used twelve headsets in a dedicated space, with two mediators introducing visitors to the equipment. The ten-minute format and separate ticket gave the team a defined experience to manage alongside the exhibition. Their reported visitor feedback is valuable, particularly because many participants were new to VR. Museums adapting this model should consider the introduction, staffing and ticket journey together, rather than treating headset capacity as the complete operational plan.

For a related case study, see Hangar Y’s visitor-flow approach.