Beijing, September 7, 2015
FOR IMMEDIATE RELEASE
Cadillac “Van Gogh Alive” Multisensory Exhibition Opens In Beijing
ART AND SCIENCE – INEVITABLE COMPANIONS
The long-awaited Cadillac “Van Gogh Alive” exhibition opened on
September 7 at Joy City in Beijing. It will run through December 6.
Following the principle of synthesizing art and science, the exhibition
displays over 3,000 artworks, manuscripts and letters by Van Gogh
through over 40 high-definition projectors. Walking through the
proportionally amplified images of the works projected on walls and
floors, visitors will personally feel and touch the world of Van Gogh as it
unfolds against the backdrop of classical music.
As part of the exhibition, Cadillac is displaying its star models, which
provide a vivid artistic expression and avant-garde style.
When Cadillac Meets Van Gogh, Art and Science Become
Companions
When Cadillac “Van Gogh Alive” visited Shanghai, the exhibition
attracted 360,000 visitors. A senior reporter wrote in a special column:
“I just cannot think of any luxury automotive brand that is more suitable
for organizing this exhibition than Cadillac. Van Gogh was a great artist
who created gorgeous paintings with his unique power of expression, and
Cadillac is a brand with the most courageous style in the century-long
history of the automobile.”
These words explain why Cadillac enthusiastically supported this
exhibition. As one of the most prominent and renowned artists in the
world, Van Gogh exerted a profound influence on art circles and social
trends of thought in the 20th century. Throughout his legendary life, he
never yielded to outmoded conventions but always tried to break with
them. He insisted on maintaining his own personality and always
followed the calling of his own heart. His personality and avant-garde
creativity fully found their expression on his canvas. With his
unrestrained touch of the brush and the bold and strong colors that
opened up a new vista for the Impressionist school, Van Gogh became an
eternal figure in art history.
Pioneers of each era can always recognize and then appreciate each
other. Courage and insight, moral quality and inventive “style” form the
core of the Cadillac brand. Throughout its 113-year history, Cadillac has
constantly created trendsetting models representative of each era based
on the new power derived from art. These models not only represent the
culture of the automotive industry, but also reflect the styles of different
eras. Both Cadillac and Van Gogh are more than inventive artists and
farsighted dreamers of their eras; they are extraordinary pioneers of their
eras.
Fusion of Art and Science Draws You Closer to the “Dream of
Van Gogh”
Van Gogh’s works are collected by art museums and art galleries all over
the world. Very few people are lucky enough to have seen all the
authentic works of Van Gogh in their lifetime. Fortunately, technology
has brought art closer to people’s lives by infinitely lowering this
threshold, making it possible for people to “fulfill their dream.” One of
the characteristics of this exhibition is that it makes it possible for
visitors to view all the works of Van Gogh in one day and one place.
Van Gogh once said that when he was drawing the sun, he hoped people
could feel the sun rotating at an astonishing speed and radiating an
overwhelming amount of light and heat; when he was drawing a wheat
field, he hoped people could feel the atoms inside the grains of wheat
working hard toward final maturation and germination.
The multisensory technology realizes his wish by producing lively effects.
At the exhibition, Van Gogh is presented in a documentary, a scenic film
and even a feature film, which visualize a dreamland reaching the
innermost recess of people’s hearts. Walking from Holland to France,
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dreaming a dream in a golden-yellow wheat field, or touching stars in an
outdoor coffeehouse, any visitor will find that he or she has something in
common with Van Gogh.
The fusion of art and science also expresses the philosophy that Cadillac
has observed in its designs over the past 100-odd years. The star car
models at the exhibit vividly interpret Cadillac’s synthesis of art and
science.
As autumn is approaching, the suburbs of Beijing are bathed in goldenyellow light during the day and covered with a starry sky at night, much
the same as the wonderful dreamland in the paintings of Van Gogh. This
autumn, Cadillac invites you to “meet” Van Gogh.
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FOR MORE INFORMATION, please contact Jia You at 010-5924-2612 or jia.you@gm.com or
Josephine Weng at 021-2898-7705 or josephine.y.weng@gm.com
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