Multimedia art show Van Gogh Alive arrives in Beijing

The show Van Gogh Alive offers visitors a different way to appreciate the masterpieces by the Dutch painter. [Photo provided to China Daily]

"The show aims to show how new technologies can challenge and redefine people's desire to appreciate art. It provides a better and more dynamic experience to view the paintings' details, which is impossible if seen through real works at museums.

"Many people, including those from galleries and areas of art education, said they were impressed by such an innovative approach to make art popular," Zhou told China Daily.

The Beijing venue has added the dimension of marrying art with malls, marked by the sensational Monet show at Shanghai's K11 last year.

The Beijing tour attempts to attract both existing art lovers and new audiences who seldom visit museums. Hence it enriches the visiting experience by opening an art shop, a cafe themed on Van Gogh's art and a replica of his bedroom when he lived in the French city of Arles.