New York is hosting the Immersive Van Gogh Exhibit, one of two dueling interactive art installations visiting the city this summer that feature the work the famed Dutch painter (the other, dubbed Van Gogh Exhibition: The Immersive Experience, is being held at venue Skylight on Vesey)

The Immersive Van Gogh Exhibit is on display at Pier 36 through September. Unlike a museum, the experience is an 40-minute-long visual show. Projections of Van Gogh’s work are shot onto the walls, floor and reflective objects as songs from Edith Piaf, Imogen Heap and Thom Yorke play. The idea is to make the audience member feel like they’re in the painting.

It ends with a large gift shop – prints of “Starry Night,” key chains, cufflinks, little knitted dolls with removal hats of the Dutch artist himself and $300-jackets from NYC fashion designer Keith Kelly.

While the Van Gogh experience offers a somewhat unique look at the artist’s work, some might bristle at the $40 to $55 price tag (some of the paintings can also be seen in real life nearby: “Starry Night” and “Portrait of the Postman Joseph Roulin” are on display at the MoMA while The Met has “Self-Portrait with a Straw Hat,” “The Potato Peeler,” and “Irises.”) Still, the show is bound to get more people interested in the artist’s work.

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