Immersive Art as commerce
An example of the range of commercial Immersive Experiences can be seen at this LINK, although the list only covers the London area. whilst some exhibitions do tour, the concentration remains in capital cities that draw the biggest visitor numbers.
As well as Art specific events the Immersive Experience trend is influencing other Museum and visitor attraction venues. Examples include: The Legend of the Titanic, The Last Days of Pompeii, The Moonwalkers: a Journey with Tom Hanks, Our Story with David Attenborough, and Prehistoric Planet: Discovering Dinosaurs.
As technology advances, artists have continued to explore new ways to engage audiences, using digital media, interactive elements, and environmental interventions. The evolution of immersive art highlights a growing trend towards creating environments that are seen as a broad sensory experience. Another aim is to create immersive experiences that are more accessible, engaging and impactful, whilst maintaining artistic integrity.
Beyond Van Gogh (and Monet)
"You will participate in a unique sound and light show that will immerse you in the world renowned and familiar images of Vincent Van Gogh. No one will leave untouched."
Available at multiple cities around the world for around £15 per person (VR experience £3 extra) for around a one hour visit.
Beyond Van Gogh and Beyond Monet may be a new way to see dead artists work but there is an absence of any physical ,original works, with all their textures, brushstrokes, scale and subtle interplay of colour. Animated versions of the works may seem to be a whimsical extension of the true impact of the original. Can these immersive events replace coming face-to-face with the actual painting?
National Portrait Gallery Unframed
Frameless Creative – a leading creator in immersive experiences – has joined forces with the National Portrait Gallery on the first ever touring immersive art experience inspired by a UK art institution. National Portrait Gallery Unframed launch in Salford with Stories – Brought to Life.
FRAMELESS
"Step beyond the frame and be immersed in the astonishing worlds these artists have created. Travel through time and space to experience every brushstroke with all your senses." (up to £30 per person).
Whilst the sales pitch describes "art breaking free" the show has no tangible art, and relies on large scale projections of the artists work, as the viewer steps into a computer screensaver.
Banksy: Limitless
"Banksy Limitless brings the edge of street art into an immersive gallery experience created especially for the city." (around £20)
This exhibition is not officially endorsed or authorised by Banksy or his team; it's a commercial show featuring works on loan from private collectors, containing both certified originals and reproductions of mixed quality.
A review of the website suggests that this looks more like a traditional exhibition, with artworks and Installations to view alongside technology to enhance the experience. Online reviews are mixed with some enjoying their visits and others complaining that they feel it is a rip-off.
BIGGER & CLOSER (not SMALLER & FURTHER AWAY)
"With huge state-of-the-art projections and a revolutionary sound system, Bigger & Closer (not smaller & further away) invites you to experience the world through David Hockney’s eyes.." (around £30)
Whilst this experience matches those above for scale and technology, it is also one created (with Lightroom) and sanctioned by the artist, which may add to the cache of the event.
Reviews for David Hockney's Bigger. & Closer, praise the immersive technology for showcasing Hockney's process, colourful works, and the use of modern methods, like iPad drawings. However, critics note it lacks the impact of real art, and that the overwhelming visuals prevented a closer look at Hockney's work. It makes the event more like entertainment than serious art, though many have enjoyed the experience.
LIGHT FESTIVALS
Public festivals as cultural marketing tools
ILO, International Light Festivals Organisation, is a worldwide network of public light festivals, public light events and light art experts.
It is an alliance of light festivals and experts sharing expertise, inspiration and information on an international level, encouraging networking and exchange of knowledge, experience and information and creating a platform for co-production, research and communication.
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