Modern audiences don’t get excited by exhibitions of the old masters when they’ve seen their work in the same format so many times before. Through a partnership with Airbnb, Art Institute of Chicago curated a special exhibition to pique interest in Van Gogh’s work. Using three paintings of his bedroom as a reference, craftsmen recreated the bedrooms in a specially decorated apartment, and people were invited to spend a night inside. To further promote the project, rooms were posted on Airbnb with descriptions written as if Van Gogh was really the room owner.

The project won seven Gold Lions at Cannes and the Experimental award at the AICP Next Awards.