Press Release  June 26, 2017

The Dali Partners with Virtual Reality App, Inception

The Dali Museum has partnered with Inception, a leading provider of 360° and VR entertainment content, to make their award winning “Dreams of Dali” virtual reality (VR) experience accessible on Inception’s app for audiences around the world. The interactive version of Dreams of Dali is now available for both the Oculus Rift and HTC Vive; and the linear 360° video version is available for Gear VR, Daydream, Cardboard and more. The Dreams of Dali interactive experience is available as an in-app purchase for $2.99 on the Inception platform.

The mesmerizing Dreams of Dali experience allows users to go inside—and beyond—Dali’s 1935 painting Archeological Reminiscence of Millet’s “Angelus” and explore the world of the Surrealist master like never before. Viewers can enter into the majestic towers, peer from them to distant lands and discover surprises around every corner. “We hope that Salvador Dali, known in his lifetime as what we now call an ‘earlier adopter’ of new technology, would applaud this homage to his 1935 painting,” said Kathy Greif, Chief Marketing Officer for The Dali Museum.

Dreams of Dali was initially introduced in January 2016 as a component of a special exhibition at The Dali. Following major visitor acclaim and a multitude of industry awards – including the prestigious 2016 Cannes Cyber Lion GOLD, a 2016 Webby People’s Voice award, and a Facebook Silver award for Innovation – The Dali installed the VR experience as a permanent exhibit within the Museum. Until now, only visitors to The Dali in St. Petersburg, FL could experience the interactive version of Dreams of Dali – via on-site Oculus Rift stations. Now, people around the world with their own Oculus Rift or HTC Vive device can experience the engaging interactive version.

“It’s exciting to be part of the movement that is delivering digitally-based, immersive cultural experiences” said Greif. “Putting Dreams of Dali onto the Inception app enables us to educate and inspire a much broader audience—even those who can’t travel to St. Pete—extending our reach beyond our walls.”

The Dreams of Dali experience joins two other interactive Dali paintings found on the Inception platform including Leda Atomica and Port Alguer, courtesy of the Gala Dali Foundation (Figueres, Spain).

“Inception was the perfect fit for The Dali’s Dreams of Dali distribution, now joining our existing Dali VR experiences created in partnership with the Dali Theatre-Museum in Figueres, Spain,” said Benny Arbel, Inception CEO. “The Inception platform strives to give users a more immersive experience, with our range of interactive VR art pieces and exhibitions such as Daydreaming with Stanley Kubrick and Ron Arad’s Curtain Call, as well our Boiler Room x Google Pixel experience created exclusively for the Google Daydream.”

 ©2016 – Salvador Dali Museum, Inc., St. Petersburg, FL. Created for The Dali by Goodby Silverstein & Partners, San Francisco, CA.

About The Dali Museum

The Dali Museum, located in the heart of beautiful downtown St. Petersburg, Florida, is home to an unparalleled collection of Salvador Dali art, featuring more than 2,000 works comprising nearly 100 oil paintings; over 100 watercolors and drawings; and 1,300 prints, photographs, sculptures and objets d’art. The building is itself a work of art, featuring 1,062 triangular-shaped glass panels—the only structure of its kind in North America. Nicknamed The Enigma, it provides an unprecedented view of St. Petersburg’s picturesque waterfront. The Museum has attracted the world’s attention, and among the other distinguished awards it has received, it was listed by AOL Travel News as “one of the top buildings to see in your lifetime.” The Dali Museum is located at One Dali Boulevard, St. Petersburg, Florida 33701. For additional information contact 727.823.3767 or visit

About Inception

Inception is fast becoming the leading 360° & VR destination of choice for premium content for millennials. Inception launched in October 2016, and has apps for Oculus Rift, Samsung Gear, iOS, Android, Google Daydream, HTC Vive, with Sony PS coming soon. It has already become one of the top entertainment VR apps. Inception utilizes a unique combination of proprietary technology, a distribution platform and exclusive content formats and rights, to deliver the most engaging VR experiences via a best-in-class app, cost effectively and to the very highest standards.


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