A special VIP preview launch event was held on Wednesday night ahead of the public opening on Thursday, with invited guests having the first chance to explore the moving and magical exhibition.

The attraction has already welcomed 60,000 visitors in Liverpool and more than 35,000 in Glasgow, where it continues to run until 26th August. Birmingham art lovers are also flocking to the experience, with visitors describing it as “a treat for the senses”, “poignant” and a “unique and memorable way to engage” with the Dutch artist’s work.

Produced by Annerin Productions and Paquin Entertainment Group, Beyond Van Gogh is the largest Van Gogh show ever staged in Birmingham, combining more than 300 paintings with cutting-edge technology and a specially curated symphonic soundtrack to tell the story of one of history’s most influential artists.

Beginning in the Introduction Hall, visitors connect with Vincent van Gogh through personal letters he wrote to his brother, and greatest supporter, Theo.

They then move into the heart of the exhibition – the Immersive Room – where Van Gogh’s paintings are freed from their frames to dominate the space and fully immerse the audience in the incredible detail of his work, awakening their imagination in a playful and dreamlike way as they are enveloped in colourful flowers, cafés and stunning landscapes, shifting and swirling across the projection-swathed walls and floor.

While entry is by timed ticket, visitors can spend as much time as they want inside the experience. First entry is 10am, final entry is 5pm and the evenis open every day except Tuesdays.

Youngsters aged three and under go free, and ticket prices for children aged four to 12 start at £9.60, making it an accessible day out for families looking to share special memories over the summer holidays.

VIP Experience tickets are also available which include selected Beyond Van Gogh merchandise, flexible arrival times and fast track entry. There is also a chance to take part in special Saturday morning yoga sessions on 10th, 17th, 24th and 31st, August which are held inside the exhibition itself.

Anna Parry, UK Business Development at Annerin Productions, said today: “We had a wonderful launch at the NEC and I’m so excited now to see art lovers from Birmingham and right across the Midlands experiencing Beyond Van Gogh for themselves.

“With the exhibition continuing until 1 September it’s the perfect summer holiday family day out – all our young visitors have absolutely loved Beyond Van Gogh in Liverpool and Glasgow and I know it will captivate Birmingham’s family audiences just as much.

“And of course there’s also the chance to take part in really magical Saturday morning yoga sessions surrounded by Van Gogh’s enchanting and iridescent world, from sunflowers to starry skies.”