Virtual Reality Gains International Acclaim

April 19, 2016

Disney & Dalí Still Inspiring Dreams
Virtual Reality Experience Skyrockets to International Acclaim

ST. PETERSBURG, FLA (April 19, 2016) – The Dalí Museum continues to engage and inspire visitors from around the world with its current exhibition, Disney and Dali: Architects of the Imagination. This past month (March), the show helped drive a 37% increase in Museum attendance vs the prior year. Running through June 12th, visitors have the opportunity to experience this groundbreaking exhibition featuring the now internationally acclaimed virtual reality experience, “Dreams of Dali.”

Concepted, created and executed by San Francisco based agency, Goodby Silverstein & Partners (GS&P), in partnership with The Dalí, Dreams of Dali takes viewers inside – and beyond – the mind of the legendary Surrealist by transporting them into one of his early paintings, Archeological Reminiscence of Millet’s “Angelus” (1935). This immersive exploration virtually places the user within the painting via an Oculus Rift paired with an audio element for a multi-sensory experience. Viewers can look beyond the boundaries of the two-dimensional artwork, paving their own way as they move past Dali’s iconic symbols from other works such as Weaning of Furniture Nutrition (1934), Lobster Telephone (1936), and First Cylindric Chromo-Hologram Portrait of Alice Cooper’s Brain (1973), which are a part of the Museum’s permanent collection.

Dreams of Dali’s accompanying online 360 video has been shared on The Dalí’s YouTube channel, Facebook page and VR-content platform, Vrideo, for people across the globe to view and interact with – in fact more than 86% of viewership has come from international audiences. To-date, the video has been viewed more than 2.2 Million times totaling over 40,000 hours of total viewership in its 11-week run.

Digital experiences within the museum industry are growing rapidly. In The Dalí’s own brand tracking study, conducted in partnership with research firm BDRC, they found a majority of Dalí Museum visitors, across all age groups, are using their mobile devices while at the Museum; moreover, 93% of visitors believe digital technology enhances their Museum experience. These findings, coupled with the extraordinary response to Dreams of Dali, reinforces The Dalí’s strategy to continue investing in digital opportunities that enhance the visitor experience at the Museum and through its online properties.

“It’s meaningful to see the consumer reaction Dreams of Dali has been commanding,” said Dalí Museum Marketing Director, Kathy Greif. “We not only preserve, protect and display Dali’s incredible works, we aim to provoke ideas and discussion, and we’re thrilled to see how our audience is embracing it. The dialogue Dreams of Dalí has generated is incredible…one online viewer wrote ‘this is the kind of work you think back to in the last moments of your life’ – now that is appreciating art!”

The talented team at GS&P has been nominated for two 20th Annual People’s Voice Webby Awards for their work on Dreams of Dali. Fans can vote for Dreams of Dali through April 21 through these links: Online Film & Video: Art & experimental and Online Film &Video: Virtual Reality: Cinematic or Pre-Rendered.

Through June 12, 2016, visitors can explore the immersive VR experience and the exhibition “Disney and Dalí: Architects of the Imagination.” Presented through a multimedia wonderland of original paintings, story sketches, conceptual artwork, objects, correspondences, archival film, photographs, and audio – this comprehensive exhibit showcases two vastly different icons who were drawn to each other through their unique personalities, their enduring friendship, and their collaboration on the animated short Destino.


About The Dalí Museum
The Dalí Museum, located in the heart of beautiful downtown St. Petersburg, Florida, is home to an unparalleled collection of Salvador Dalí art, featuring more than 2,000 works comprising nearly 100 oil paintings; over 100 watercolors and drawings; and 1,300 prints, photographs, sculptures and objets d’art.

The building is itself a work of art, featuring 1,062 triangular-shaped glass panels – the only structure of its kind in North America. Nicknamed the Enigma, it provides an unprecedented view of St. Petersburg’s picturesque waterfront. The Museum has attracted the world’s attention, and among the other distinguished awards it has received, it was listed by AOL Travel News as “one of the top buildings to see in your lifetime.”

The Dalí Museum is located at One Dali Boulevard, St. Petersburg, Florida 33701. For additional information contact 727-823-3767.

MEDIA CONTACT Lorin Konchak Augeri,, 954.815.2156