In the realm of art exhibitions, a new wave of immersive experiences is captivating audiences by blending traditional portraiture with cutting-edge technology. The National Portrait Gallery (NPG) in London has taken this trend to new heights with "Stories Brought to Life," an innovative exhibition that uses digital versions of portraits from its collection, animated graphics, and voiceovers to tell the stories of 19 British icons. From historical figures like Winston Churchill and Charles Darwin to contemporary celebrities like Amy Winehouse and Doctor Who star Ncuti Gatwa, this exhibition offers a unique and engaging way to explore the lives and legacies of these influential individuals.

The exhibition, which launched in Salford and will tour the UK, is part of a growing trend of immersive art shows that aim to make art more accessible and engaging for modern audiences. By projecting large-scale visuals onto gallery walls and incorporating multimedia elements, these shows create an immersive experience that goes beyond traditional viewing. The NPG's exhibition is particularly notable for its use of voiceovers and animations, which bring the portraits to life in a way that static images cannot.

NPG Director Victoria Siddall explained that the primary goal of the exhibition is to reach new audiences outside of London. "The main driver of this is taking the collection to new audiences outside of London," she told BBC News. However, there is also a financial aspect to these exhibitions, as museums increasingly rely on revenue from special events to sustain their operations. "Raising revenue is absolutely crucial for museums to thrive," Siddall added. The gallery has forecast an operating deficit for the latest financial year, making initiatives like "Stories Brought to Life" essential for financial stability.

The exhibition is held in a pop-up venue at MediaCity in Salford, where the walls are filled with about 40 giant picture frame-style boxes. These frames serve as canvases for the projected portraits and animations, creating a dynamic and interactive environment. Some of the personalities, such as Malala Yousafzai, Churchill, and Audrey Hepburn, narrate their own stories, while actors provide voiceovers for others, including William Shakespeare and Emmeline Pankhurst.

Each individual's story is told in two or three minutes, making the entire show approximately 45 minutes long. The experience concludes with a segment on Queen Elizabeth II, providing a comprehensive yet concise overview of significant moments in British history. Standard adult tickets range from £22 to £30, with additional options for flexible tickets and some affordable £10 tickets available on Mondays.

Joy Coker, editor of arts outlet Alt A Review, praised the exhibition but noted that the cost could be prohibitive for some. "Right now, with the cost of living, it might not be something everybody can afford," she said. Despite the price, Coker found the experience worthwhile, highlighting its ability to engage viewers on a deeper level. "It's thought-provoking and it actually makes you think about each individual subject again, and takes you back to those moments in time, which you're not necessarily going to get from just looking at a portrait on its own."

The popularity of immersive art is not limited to the NPG. In recent years, artists from Vincent van Gogh to David Hockney have been featured in successful immersive exhibitions. This weekend, LS Lowry will join the ranks with a new, free immersive experience at Salford's Lowry arts centre. The exhibition, titled "Layers of Reality," brings Lowry's iconic matchstick men to life through animated projections of his 1953 painting "Going to the Match." The six-minute experience is narrated by Bolton comedian and actress Sophie Willan, offering visitors a unique perspective on the artwork.

The Lowry's chief executive, Julia Fawcett, emphasized the importance of accessibility in their approach. "Our galleries are free, and this is part of our gallery offer," she said. "For us, it was about making sure we reached the widest possible audience." Fawcett highlighted the decision not to charge for entry, recognizing that price can be a barrier to engagement. "We know immersive [art] is popular, but we know also that price can be a barrier, and it would be counter-intuitive, when you have a project that is about reaching more audiences and deepening people's love and appreciation of the artist, to put a barrier in place."

The success of these immersive exhibitions underscores the evolving nature of art appreciation in the digital age. By combining traditional art forms with modern technology, these shows offer a fresh and engaging way to connect with audiences. They not only make art more accessible but also provide a deeper understanding of the subjects depicted. As museums and galleries continue to innovate, the future of art exhibitions looks increasingly dynamic and interactive.

"Stories Brought to Life" and similar immersive exhibitions represent a significant shift in how art is presented and experienced. By leveraging technology to create engaging and interactive displays, these shows are making art more accessible and appealing to a broader audience. While financial considerations play a role, the primary goal remains to connect with viewers on a deeper level, offering a richer and more immersive experience. As the art world continues to embrace innovation, the future of immersive art looks promising, promising to bring the stories of British icons to life in ways that captivate and inspire.