Lighthouse Immersive Brand Guidelines: Toronto’s Immersive Van Gogh Producer, 2020 to Now

From a Banksy show to a five-storey Van Gogh.

Lighthouse Immersive is a Toronto company that produces large projection shows built around famous artists. The Art Newspaper, writing in August 2023, called it Toronto-based and named Corey Ross as its co-founder; when the company announced its Van Gogh show in February 2020, Daily Hive quoted Ross and Svetlana Dvoretsky as its co-producers. Both outlets said the same team had brought The Art of Banksy to Toronto in 2018. The company’s website names Ross as chief executive and producer in 2026.

The show that made its name was Immersive Van Gogh. The Toronto blog blogTO reported on 4 February 2020 that its world premiere would fill all five floors of the old building in downtown Toronto that once held the printing presses of the Toronto Star, and that the show had been designed for that building by the Italian director Massimiliano Siccardi and the composer Luca Longobardi, who had also made the multimedia show at the Atelier des Lumières in Paris. Visitors would walk through large moving projections of paintings such as The Starry Night, Sunflowers, The Potato Eaters and The Bedroom.

English Wikipedia says the Siccardi show is adapted for each space it is shown in and tells the painter’s story as a loose stream of consciousness, using large images and animations. It also notes that several rival Van Gogh projection shows toured North America in 2021 and 2022 under very similar names, which drew complaints from people who had bought tickets to the wrong one.

One naming formula, many artists.

Lighthouse built its catalogue on a simple formula: the word “Immersive” followed by an artist or a studio. The Art Newspaper listed projection shows on Claude Monet, Gustav Klimt and Frida Kahlo as well as Disney animation by 2023, and the company’s website now names Immersive Van Gogh, Immersive Disney Animation, Immersive Frida Kahlo and Immersive Monet & The Impressionists among its shows, alongside Robert Lepage’s The Library at Night and a dance production called Touch. English Wikipedia says the stage designer David Korins has served as the company’s global creative director and created the Disney animation show after the Van Gogh one.

The shows ran in the company’s own halls, branded Lighthouse ArtSpace. Blooloop reported in August 2023 that the company’s website then claimed 24 permanent ArtSpace venues and operations in 21 North American cities; a city list on the website in 2026 still runs from Boston and Chicago to Toronto and Montréal. In these rooms the paintings are not hung but projected across walls and floors, set to music, and visitors sit or wander inside the image. The website also offers the venues for private events and sells sponsorship packages to brands, and says it books its shows into other venues.

The format has drawn debate. English Wikipedia quotes the Davidson College art professor C. Shaw Smith as saying such exhibits are more about presentation and spectacle than the art itself and cannot show brushstrokes, while also bringing the paintings to a larger audience. Corey Ross gave the producer’s view to Artnet News in 2022, as quoted by The Art Newspaper: gallery presentation had “more or less stayed the same,” and the public was curious to experience a new genre.

How immersive art venues present themselves.

Immersive art and experience venues sell a visit rather than an object. When Superblue announced its Miami opening programme in October 2020, The Art Newspaper reported that the company would earn its revenue through ticket sales rather than through sales of artworks. In December 2024 the same paper recalled that it had counted more than 100 large spaces for immersive digital art around the world, a group it called “immersive institutions.”

The companies present themselves through their rooms. Projection-filled halls, where images run across walls, floors and ceilings, sit beside mirrored rooms and colour-saturated light works. Frameless in London opened in October 2022 with four themed galleries of digitised paintings, one of them edged with mirrors, ianVisits reported; Superblue in Miami opened in May 2021 with a mirrored maze by Es Devlin and a light work by James Turrell, according to The Art Newspaper.

Naming is usually plain. Venues tend to carry the company name and the city, as in Superblue Miami, and shows and rooms take descriptive titles: the four permanent galleries at Frameless are called Beyond Reality, Colour in Motion, The World Around Us and The Art of Abstraction, The Art Newspaper reported in 2024. Both companies also list a café and private-event hire on their own websites, alongside their tickets.

Corporate pages are where founders, studios and owners appear. Artists and studios are credited by name, such as teamLab, DRIFT or Random International at Superblue, and partnerships with museums and production studios are announced in public: Frameless Creative’s touring work with London’s National Portrait Gallery, made with the studio Cinesite, was reported by The Art Newspaper in 2024 and 2025. This guide sets out what dated sources say about each company, and marks what rests on the company’s own word.

Restructuring, then museum partners.

In July 2023 the company entered insolvency proceedings. The Art Newspaper reported on 1 August 2023 that Lighthouse Immersive had filed for Chapter 15 protection in Delaware the week before, according to court documents obtained by Bloomberg News, a step that protects its US assets while insolvency proceedings continue in Canada. It added that in June 2023 the company had cancelled planned shows in Houston and Atlanta without giving a reason. Blooloop reported on 4 August 2023 that the filing was made on 28 July with its affiliates, and quoted a spokesperson as saying Lighthouse Immersive Inc. and Lighthouse Immersive USA, Inc. were restructuring in Canada, that the venues then operating remained open, and that Immersive Van Gogh was still on view in Las Vegas, Detroit and Toronto. English Wikipedia gives 27 July 2023 for the Canadian and US filings.

The company has kept trading. Its website in 2026 describes work for museums and cities: The Cowboy: An Immersive Journey, a 360-degree projection piece on the history of the American West made with the National Cowboy & Western Heritage Museum in Oklahoma City and narrated by Tom Selleck, which the company says is now open; and a partnership with the City of Moreno Valley, California, to turn a former Sears store at the Moreno Valley Mall into a museum of local history with an immersive gallery showing Lighthouse productions such as Immersive Van Gogh. English Wikipedia says the Moreno Valley project was announced in December 2025 and that Lighthouse Immersive Studios signed a ten-year lease with the city.

For a design guide, Lighthouse Immersive shows how one naming formula can carry a whole catalogue, with the artist’s name doing the work and the company name kept for the venue. Compare Culturespaces, whose Atelier des Lumières in Paris showed work by the same director and composer, and Frameless. For this guide we use night-sky blue, deep ink and sunflower gold with a serif, an unofficial interpretation; no product or logo is reproduced.

Keep Lighthouse Immersive’s identity on hand — save it to a board in the Made Good inspiration library.