Immersive exhibitions based on artists such as Van Gogh and Dali derided as ‘money grab’

Artists have said attractions leave no room for innovation, but firms say they are new way to look at old work

From animated floor-to-ceiling paintings to giant fluorescent ball pits, immersive art experiences have proliferated in warehouses, often costing £25-£40 a head. Now experts have claimed that many are overpriced gimmicks.

Leading digital artists have claimed that some of the most popular commercial immersive experiences, particularly those based on the work of deceased artists, such as Van Gogh and Dalí, are a money grab that provide little reward to visitors beyond Instagrammable moments.