Cincinnati's immersive Vincent van Gogh experience coming to former T.J. Maxx store

The much-anticipated immersive Vincent van Gogh exhibition coming to Cincinnati finally has a home. 

But it might not be where you’d guess. 

Van Gogh: The Immersive Experience is set to open this June inside the collection of buildings that were recently used as T.J.Maxx downtown on West Fourth Street. A construction crew has been working around the clock this week to transform the two-story interior.

"We are very excited about the positive impact that this will have in continuing to bring arts and culture and more people back to downtown," said John Zaller, a Cleveland native and executive producer for xhibition Hub, which is organizing the show. "This is also a perfect moment to be a part of the renaissance that is happening on West Fourth Street."  

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The venue was secured about a month ago, according to Jim Tarbell, a former Cincinnati councilman who has helped the building’s owner, businessman Les Sandler, find a potential tenant. 

It’s not been easy, Tarbell said, but the van Gogh exhibition is the first official tenant to sign a lease there in the eight years since T.J.Maxx left. 

It’s typical for Zaller and his team to keep the venue a secret until weeks from opening day. In the cities chosen for the van Gogh exhibition, Zaller has a track record of finding aging but architecturally-significant structures in which to outfit the show. The first one in North America opened last May in Atlanta’s railcar manufacturing and repair plant Pullman Yards. 

Cincinnati’s site is similarly historic. It's comprised of two turn-of-the-century structures on West Fourth Street, one of which is the original Third National Bank designed by famed Beaux-Arts architect Daniel Burnham. Later it was merged with the building next door and eventually housed the Gidding-Jenny women's clothing store. The store's name is still etched into the facade today. Prominent on the building’s exterior is an intricate and colorful frame featuring Rookwood Pottery's terra cotta tile. 

A T.J. Maxx transformed

Once up and running, the former T.J.Maxx’s signature slatted walls and white linoleum flooring will be long forgotten. 

What will be on display is a lower-floor gallery walk where visitors will learn about van Gogh’s life, painting style and subject matter. Some of his most notable pieces will be showcased using digital projection technology.

But the main attraction – the part that's made this show so famous – will be the 360-degree immersive experience on the second floor. For an additional fee, there will also be the opportunity for visitors to take a virtual reality tour of the town in France where van Gogh painted some of his most significant works. 

Some Fourth Street business owners are hopeful that the exhibition will be a boon for the area's restaurants, bars and retail. Jeff McClory, president of Bromwell’s and Harth Lounge, said he thinks this is the perfect opportunity to bolster people's perception of downtown Cincinnati post-pandemic.

“I’m so encouraged by the economic generation and foot traffic that this will bring to the neighborhood," he said.

To Tarbell, the longtime steward of the old T.J.Maxx site, this prospect is a huge relief. "Every day I've sat here and dreamt about all the ways this space could be used," he said. "I'm thrilled we've found a way to celebrate its history through art."

Many details have yet to be finalized, but Immersive Hub is slated to put out an official announcement in the coming days. 

Van Gogh – The Immersive Experience

When: Opens June 1

Where: 10 and 12 W. Fourth St.

Tickets: $34.90 adults; $19.90 ages 4-12; separate VIP tickets, as well as senior, student and military discounts available.

Information: vangoghexpo.com/cincinnati/

Sydney Franklin reports on the business of real estate in Cincinnati. Follow her on Twitter @sydreyfrank_ and send story tips to sfranklin@enquirer.com.