The Van Gogh Museum has opened a “pop-up store.” Can orthodox museums not resist becoming “influencer-ized”?

Amsterdam’s Van Gogh Museum took Meet Vincent van Gogh to London—letter audio tours, 3D replicas, projections, photo beds, Arles yellow-house backdrops, wheat-field selfies and shadow-play of Van Gogh vs Gauguin—no insured originals, after Barcelona and Seoul hits. Director Adriaan Dönszelmann cites demand for experience (teamLab already topping single-artist attendance) while warning immersive fun must not dilute education once novelty fades amid Alive and Atelier des Lumières rivals.