Australia. Launching this Autumn, THE LUME Melbourne is set to re-ignite Melbourne’s art scene thanks to a venue partnership with the Melbourne Convention and Exhibition Centre (MCEC).
Today THE LUME Melbourne announces its permanent home at the Melbourne Convention Exhibition Centre (MCEC), opening Autumn 2021.
The move is set to scale-up Melbourne’s art scene with a new, expansive cultural
icon delivering an awe-inspiring adventure into art. THE LUME Melbourne transports guests into the world of the artist, bringing to life epic-scale masterpieces woven together with stunning musical soundscapes, evocative aromas and perfectly themed food & beverage offerings that can be enjoyed from inside the gallery.
The founder of Melbourne-based creators, Grande Experiences, Bruce Peterson,
says THE LUME Melbourne is the answer to Australians’ growing appetite for
meaningful, shared, new experiences and is proud to bring this next generation,
digital gallery permanently to Australia’s arts and culture capital.
“The cultural scene is vastly changing as visitors demand new experiences. We have been at the forefront of this movement globally as our popular exhibitions have quickly moved from artefact based, to multimedia, to now multi-sensory /
experiential. Today, we engage many more new audiences internationally in art and culture through this style of experience,” he explains.
THE LUME Melbourne will make its permanent home at the Melbourne Convention Exhibition Centre (MCEC), a move which has been applauded as the “perfect fit” for Australia’s digital art gallery.
Offering soaring heights and broad, uninterrupted interior vistas, the MCEC is an
unparalleled canvas on which THE LUME Melbourne can create this incredible
cultural experience.
Nestled in the heart of Melbourne along the bustling South Wharf precinct, MCEC
offers easy access for all, as well as great transport links to the city. There is also an array of dining options in-house inspired by Melbourne’s world-famous culinary
scene.
Visitors can rest assured thanks to MCEC’s industry leading VenueSafe (COVIDsafe) plan the team have in place, including temperature checks and social distancing measures.
Chief Executive of MCEC, Peter King, said, “This partnership provides an
opportunity to bring people back to Melbourne and is helping to drive economic
activity back in the heart of our city.
“Through partnerships like THE LUME Melbourne, MCEC is working to attract
visitors to Southbank, where they can soon enjoy an immersive experience followed by the food, wine and shopping that makes our precinct such a destination. Activity like this benefits everyone.”
THE LUME Melbourne will open in Autumn 2021 with its inaugural experience featuring the vibrant works of Vincent Van Gogh. His works have been displayed and enjoyed around the world for over a century – but never like this. Forget about tiptoeing through unnerving and sometimes intimidating silent galleries and viewing paintings from afar. From the moment you enter, a powerful and vibrant symphony of light, colour, sound and aromas compels you to leave the world behind and immerse yourself in Van Gogh’s paintings – an experience that is simultaneously enchanting, entertaining and educational.
At THE LUME Melbourne, guests transcend time and space as they accompany
Van Gogh on a multi-sensory journey through the Netherlands, Paris, Arles, Saint
Rémy and Auvers-sur-Oise where he created all of his timeless masterpieces.
Visitors experience a sense of Van Gogh’s thoughts, feelings and state of mind as
his works come to life in vivid detail. For many, the greatest pleasure lies in simply
standing still - indulging the senses as waves of sights, sounds and aromas wash
over them.
THE LUME Melbourne has confirmed sessions will run into the evenings resulting in an experience perfectly suited to corporate as well as family and social events.
Ticket sales for Van Gogh at THE LUME Melbourne will open early 2021, and those interested are encouraged to visit [www.THELUME.com]www.THELUME.com to sign up for early access, as tickets are expected to sell out quickly.
ABOUT GRANDE
Grande Experiences is a Melbourne-based, world leading art & culture company
dedicated to enriching the lives of people globally with immersive
journeys of discovery. It designs, produces and licenses paradigm-shifting
travelling and permanent experiences that bring to life the genius and
masterpieces of Leonardo da Vinci, Vincent van Gogh and a pantheon of
French Impressionists as well as the beauty and wonder of nature and
science for millions of people worldwide. Since its founding in 2006, Grande
Experiences has held over 195 experiences in more than 145 cities, to over
18 million visitors in 32 languages. Grande owns and operates the Museo
Leonardo da Vinci in a prestigious location in Rome and will be opening THE LUME
– Indianapolis in June 2021.
More information here: www.THELUME.com
ABOUT MCEC
At MCEC, we’re passionate about creating inspirational environments. We do this by delivering a personalised service and partnering with our customers to offer ideas, insights and imaginative solutions. We tailor every experience because we realise it’s the little details that make all the difference.
We’re here to connect and inspire, and as a world-leading venue, we’re redefining events globally through innovation, partnerships and experiences. Our venue is distinctly Melbourne and we’ve been inspired by the creative, cultural and diverse delights of the city we call home.
Learn more at www.mcec.com.au
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