A new initiative to promote Hiroshima Prefecture's nighttime economy, "HIROSHIMA NIGHT MUSEUM," will be held at the Hiroshima Museum of Art starting April 24, 2021. What kind of new immersive experience combines art appreciation with interactivity and theatrical elements?

The Hiroshima Museum of Art boasts one of Japan's foremost collections of French modern art, with a focus on Post-Impressionism. This spring, this leading Japanese museum embarks on a groundbreaking endeavor: "HIROSHIMA NIGHT MUSEUM," an exclusive after-hours museum experience.

Participants gather in the elegant forecourt of the Hiroshima Museum of Art just before sunset. As they enjoy a welcome drink, perhaps champagne, Van Gogh appears, lantern in hand. He claims to be searching for a black cat that was meant to be depicted in "The Garden of Daubigny," a painting owned by the museum.

Incidentally, the Hiroshima Museum of Art's mascot is "Gogh-kun," and he is also the artist symbolizing the museum.

Led by Van Gogh, visitors enter the museum and proceed to the exhibition rooms, listening to a talk about Maillol's "Venus" statue placed in the center. Van Gogh selects Manet's "The Pink Dress (Berthe Morisot)" from the numerous works and begins to discuss the painting's details. He then summons Manet himself...

Thus unfolds a unique content that fuses theater and art appreciation. The theme is "immersive art experience," offering a special time in the deserted museum after closing. With a script by Naoki Ichio (film director/screenwriter) overseen by the museum's curators, participants gain not only accurate knowledge about the artworks but also fascinating trivia they'll want to share.

The characters include not only Van Gogh but also other art world masters like Manet, Monet, Cézanne, and Renoir. They are portrayed by the theater troupe Gunjo Butai, active in TV, film, and commercials primarily in Hiroshima.

Artworks Featured in "HIROSHIMA NIGHT MUSEUM"

Others: Renoir's "Venus Victorious" (1913) / Monet's "View of Amsterdam" (1874) / Cézanne's "The Twisted Tree" (1888-1890)

"In Japan, people often appreciate art quietly alone or with an audio guide. However, overseas, curators explain the works while visitors enjoy them. This time, we aimed to add an element of entertainment to make it enjoyable even for those not particularly interested in art," says Tomoyoshi Maruyama of Xperisus, who was in charge of the project from planning to execution.

Hiroshima's tourism has traditionally focused on Peace Memorial Park and Miyajima, resulting in many day-trippers and few repeat visitors. To address this, ongoing efforts are being made to encourage longer stays and foster repeat visits by showcasing a wider range of attractive spots.

"We aim to create long-tail products. Rather than one place that attracts a million people, we want to create 100 places that excite 10,000 people," says Shotaro Yamabe, Chief Producer of the Hiroshima Prefecture Tourism Association.

Initiatives for the nighttime economy have included the "Daisho-in Autumn Colors Light-Up 2020" at Daisho-in Temple on Miyajima Island, the "Miyajima Starry Sky and Sunrise" experience offering views of the night sky and Hiroshima cityscape from Mt. Misen, and the "Night Kagura Performance" for international tourists, all of which have been well-received.

Located in the heart of Hiroshima, the Hiroshima Museum of Art is surrounded by numerous tourist and entertainment spots. The museum itself, established in 1978, is a beautiful architectural gem worth appreciating. It houses approximately 300 artworks, primarily French and Japanese modern art, making it one of Japan's leading art institutions.

On this occasion, we invite you to experience something new in Hiroshima's "night museum" – an experience that is neither solely art appreciation nor solely theater.