“This immersive experience can only bring more interest to the art of, in this case, van Gogh, and I think it will attract people who probably would not (have) gone to the museum. (But) after learning about van Gogh here, they might go to the Art Institute and learn more about the artist.” - Immersive van Gogh co-producer, Maria Schlover talking about the role she believes immersive art experiences will play within the larger art community.