The Art Institute of Chicago wanted to publicise its Van Gogh exhibition and broaden the audience for art, particularly by getting more Chicago locals to visit the museum. A strategy was built on the insight that art was an immersive experience, not a series of objects to view. Digital and outdoor positioned the show as a keyhole into the artist’s world, with activity culminating in a recreation of Van Gogh’s painted bedroom that could be booked via Airbnb. The exhibition generated the museum’s best attendance figures in 15 years, $1.6M of long-term revenue from new memberships, and local museum visitors outnumbered tourists for the first time in 10 years.