Hall Des Lumières in New York Shifts Focus From Art to Cultural Activations

When it opened in 2022, the Hall des Lumières was heralded as a major advancement for the immersive art industry. Its inaugural installation included Gustav Klimt's works. However, according to its website, the Hall has discreetly stopped holding art exhibitions as of February to curate the upcoming series and start a new chapter.

The Hall des Lumières (HdL), located in Manhattan's Financial District's iconic Emigrant Savings Bank building, has shifted its emphasis from art exhibitions to presenting various non-art events. Among these are puppy yoga, pilates, and an immersive whiskey tasting with Irish storytellers. It also hosted a drag show featuring singer-songwriter VINCINT. Currently, there are no upcoming art-related events listed on its schedule.

Strategic Shift and Future Plans

This shift appears to be a strategic move to reach new audiences and generate revenue in different ways. Managing director at Hall des Lumières, Alexandra Reiss, mentioned that this latest focus allows fashion shows, brand activations, and other private events. At the same time, the hall prepares for more customized public exhibitions. She hinted that some new shows, showcased at HdL's venues worldwide, will eventually make their way to New York, including exhibitions like "Egyptian Pharaohs - From Cheops to Ramesses II" and "Van Gogh - Starry Night." Additionally, the Hall plans to reintroduce a previous exhibition for a limited time this summer, although the specific exhibition has not been disclosed.

David Milch, director of Baruch College's arts administration program, noted that HdL's pivot to activities like yoga and other sensory-related events could draw in locals who might then spread the word to visitors unfamiliar with traditional museum experiences. Milch highlighted that in a city like New York, where traditional art galleries and museums are abundant, immersive experiences offer a unique and less intimidating way for people to engage with art.

However, HdL and other immersive art centers face a crowded market with stiff competition. Venues like the Museum of Illusions, which boasts over 40 interactive locations globally, and the Kenzo Digital-designed installation at Summit at One Vanderbilt present tough competition. Milch questioned the sustainability of such immersive experiences, comparing HdL's need to maintain market relevance to the enduring brand of Radio City Music Hall.

Virtual Offerings and Industry Insights

HdL has also ventured into virtual offerings beyond art exhibitions, such as "Destination Cosmos - Space Exploration," a partnership with NASA showcasing stars, planets, nebulae, and supernovae. Noah Nelson, executive director of The Immersive Experience Institute, pointed out that many projections gallery companies, including HdL, might be chasing a fad spurred by the pandemic's pent-up demand for in-person experiences. He compared HdL's parent company, Culturespaces, to Toronto-based Lighthouse Immersive, which filed for Chapter 15 bankruptcy protection in 2023 after opening several permanent locations and shifting focus to touring exhibitions.

Other immersive art experiences, like those created by Meow Wolf and the Tokyo collective TeamLab, engage audiences actively, contrasting with HdL's more passive projection-based model. Nelson argued that many projection galleries fail to offer the same depth of experience, likening them to interchangeable spectacles.

Superblue, another immersive art center, emphasizes local connections and experiential exhibitions. Its Miami location features works by contemporary artists such as James Turrell and Rafael Lozano-Hammer. Shantelle Rodriguez, director of experiential art centers for Superblue, stressed the importance of meaningful, high-quality immersive art experiences that engage communities rather than merely serving as temporary pop-ups.

Despite financial challenges, Superblue recently celebrated its third anniversary with a neighborhood block party and is hosting a summer camp for young artists. Rodriguez hoped other immersive spaces would similarly prioritize community engagement and long-term impact.

Future Directions

Amy Whitaker, associate professor of visual arts administration at New York University, suggested that HdL's pause could be a strategic move to reassess and refine its business model. She emphasized balancing economic viability with a genuine commitment to creating magical, visually compelling experiences.

Whitaker admired HdL's efforts to create an art center that harmonized with its architectural space and suggested further collaboration with artists and program partners. She underscored the need for immersive art installations to prioritize wonder and visual storytelling, with economic considerations closely behind.