Quando la tecnologia incontra l’arte

 

Lunedì 7 maggio Experenti ha approdato a Londra per portare la realtà aumentata nel mondo dell’arte contemporanea. Infatti, uno storico brand di alta moda ha deciso di includere, nel proprio pop up store nel prestigioso centro commerciale londinese “Selfridges”, anche delle opere d’arte visibili attraverso la realtà aumentata. Si tratta dell’opera d’arte contemporanea “Monolith” realizzata dell’artista britannico Marc Quinn.

Ruotando un’ipad, agganciato ad un apposito supporto, è possibile intravedere le opere d’arte che compaiono al centro del pop up store. Questo progetto ha generato un grandissimo effetto wow, in quanto tutti i passanti ed i clienti dello store si sono fermati ad ammirare le opere di Marc Quinn che compaiono “per magia”.

Guarda qui le foto dell’evento!

Would you like your artwork to be displayed in a National Gallery or a big, important museum? Technology can help you thanks to augmented reality, or at least did it in the case of the digital artist Trevor Jones.

The artist, in fact, decided to promote his personal exhibition, that will be held from 2nd to 9th September 2015 in his city, Edinburgh and that is not casually titled #EdinburghHacked, creating an app that, thanks to augmented reality, will show his artworks on big historical masterpieces.

For the realization of this project, Jones worked closely with David Oxley, IT consultant and Director of Numeriq Ltd; the two projected and created a mobile app that people can download on their smartphones and tablets to interact with the many AR tags places around Edinburgh and on some of the artworks in the National Gallery of Scotland.

The idea at the base of all project is to take the artworks our of galleries transforming the city itself in a gigantic interactive exhibition. Anyway, the promoted exhibition is itself pretty innovative; as the artist himself says: “This exhibition will connect paint with augmented reality, morphing software, social media, and more to create an interactive space that evolves and changes with those who engage with it.”

But is all this legal?

The question is spontaneous, and Jones’ action seems partly also an interesting research linked to this: “I am interested in this notion of who owns digital space as there is really no information about it.”

The answer of the spokesman for the National Galleries of Scotland seems to be positive: “Visitors to the National Galleries of Scotland are free to take photographs of most of the artworks on show for their personal use and we are also very happy for them to use these images as the basis for their own dreams and imaginative journeys.”

What is sure is that, thanks to augmented reality, the exhibition is on everyone’s lips and surely will be a great success. Then, as Jones confessed, he always dreamt to see his artwork displayed at the National Gallery, now he can see not less than 15! 😉

Watch the video of the artworks around Edinburgh:

And the one at the National Gallery:

 

Summer is coming, and it means one thing: holidays, relax and, of course, tourism!

People are going to plan their travels, and to buy guidebooks that will help them getting around not missing a good spot they can see in any place they’ll go. But what if we tell you that you can get more from your travels? More information, more engagement, more fun…more WOW! If you are a museum, a city of art or any reality linked to the cultural heritage, we think you could be interested in our work!

Experenti offers a new way of advertising and exploring art, monuments and interesting places. Thanks to Augmented Reality, we can enhance the experience of traveling and touring making it a real unforgettable event in the life of your visitors: we can give life to paintings and artworks with animations, video guides, interactive guides and art catalogues, that your users will see directly on their phone. All the culture they want is already in their pockets.

Some of Experenti’s offers for tourism:

TOUR GUIDES to present in a simple and direct way complex and abstract concepts.

INTERACTIVE MAPS that allow visitors to explore the exhibition space according to personal criteria.

3D CHARTS presenting the evolution of architectural, historical or conceptual of various artefacts or exhibits.

You want to understand better how Experenti works? Try us, it’s easy: just download our press kit here and the app for iOS or Android. Then scan the related tag with your smartphone and be ready to… WOW! 😉

Passionate about Art and Augmented Reality? At Palazzo Magnani in Reggio Emilia, Italy, there will be the exhibition you are waiting for: “Piero della Francesca – Il disegno tra arte e scienza” (The drawing between art and science) is held from March 14 until June 14.

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This isn’t only an exhibition showing the amazing works of Piero della Francesca and the other protagonists of the theory and practice of perspective drawing and architecture of Italian 15th and 16th centuries, but also an occasion to enjoy the Italian Renaissance Art through multimedia installations and Augmented Reality apps.

About a hundred works will be displayed, accompanying the visitor along a path that follows the various chapters of “De Prospectiva Pingendi” (On perspective in painting), one of the most important testimonies of the work made on perspective by Piero della Francesca, so that walking from a room to another will be a bit like leafing through the treaty’s pages. The drawings of the treaty are transformed into 3D models and the famous “Ideal City” of Urbino, one of the masterpieces of Renaissance perspective, will be explained through Augmented Reality.

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If you want to see an example of the use of Augmented Reality in art, just download Experenti’s app (free for Android and IOS) and use it on the “Museum” tab of our Press Kit: after seeing our WOW experience you will not want to miss the exhibition!

Thanks to the diffusion of smartphones and new technologies, Augmented Reality and Experiential Marketing are every day more spread and used in advertising.

A new example of creative use of these two elements had been added to the case histories some days ago: the platform Curioos, a digital art marketplace helping artists to print and sell their works, launched its new augmented reality app.

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Do you still doubt about buying that painting because you are not sure how it will look on your living room wall? Finally, you will have the possibility to try it before the purchase. It will suffice to download the app, print a code that will be sent to you when you request it and to hang it up to your wall, where you would like to see the artwork. Focusing the scene with your smartphone you will see the painting appear.

This news tells a lot about what is the direction that art marketing (and not just that) is taking in last times: while the channels that until some years ago were essential are turning in just secondary parts of brand advertising, new communication frontiers are emerging. Not anymore simple descriptions of the products, but true, vivid experiences.

We know this very well in Experenti: it is not a case that some of the example tags in the Press Kit (Don’t you have it yet? Download it here) are dedicated especially to art and its presentation.

Follow us in the visit of Van Gogh exhibition: you just have to scan his famous “Starry Night” and load the content. When you will hit “play” the WOW experience will start.

 

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Now maybe you want to visualize some design products, or even show your architecture projects in 3D.

 

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This is possible, now and easily.

Experenti: we help your contents becoming an adventure.