From January to June 2016, the Dreams of Dalí VR experience became an object of media and art-world fascination. With no direct media spend, it garnered over 2 billion media impressions by reimagining the exhibition experience and taking virtual visitors into the mind of Salvador Dalí. The exhibition generated 26% more visitors than the museum’s previous best opening weekend. The experience has the further distinction of being added to the museum’s permanent collection (coming soon). Its component 360-video remains a top trending online engagement tool for the museum.