Immersive art is changing the way we experience creativity, and it’s part of a broader shift that art has undergone over the years. Influenced by technology, society, and evolving ideas, the way we interpret art today is vastly different from how viewers understood it in the past. Take the Winged Victory of Samothrace, for instance. Its meaning has transformed over time, and future visitors will likely see it through their own unique perspectives.
In just a hundred years, our views on art could shift again, shaped by culture and personal experiences. Modern audiences, especially those exploring virtual exhibitions and immersive experiences, might find parallels with the first viewers of Impressionist art in 19th-century Paris. It’s hard to imagine that those viewers could have anticipated how significant and valuable those artworks would become. Today, as we enter this new era of art, particularly after the COVID-19 pandemic, access to digital collectible art for instance, has expanded like never before, allowing more people to engage with it through their phones.
But this shift hasn’t come without debate. Some people argue that digital formats impose a curator’s viewpoint, suggesting that viewers lose their autonomy to interpret an artwork in their own way. Should audiences be guided through an experience with a specific order of images, sounds, and pre-selected music? While phenomenology focuses on how personal perception is the key to understanding art, these new digital formats really amp up the way viewers experience artworks, making it even more engaging and interactive.
Looking at it from a different angle, the growth of virtual and immersive art ties into postmodern philosophy as well. Philosopher Jean Baudrillard famously asserted that in today’s world, simulations often feel more authentic than traditional forms of art. Virtual exhibitions and immersive installations create experiences that reflect reality, offering viewers something that feels more real than the art pieces displayed in conventional settings.
Concept of Virtual Exhibitions
So, what exactly is a virtual exhibition? At its core, it’s a presentation of art or information through digital media rather than in a physical space like a gallery or museum. People can access this content through their devices—computers, tablets, and smartphones—without needing to be there in person. These exhibitions cover a massive range of topics, from online art galleries to interactive experiences that let visitors explore themes through a digital platform.
One major perk of virtual exhibitions is their ability to reach anyone with an internet connection, making art accessible to a global audience. They also offer flexibility; viewers can take their time and explore at their convenience.
Understanding Immersive Art
Now, let’s talk about immersive art. While it’s a bit tricky to define, immersive art experiences create settings that surround the viewer using projections, lighting, sound, and physical installations. Some experiences allow for active interaction, where viewers can influence elements of the artwork; others might be more about passive observation.
The goal of these experiences is to spark emotional reactions—everything from awe to joy to deep contemplation. Advanced technology plays a big role here, from VR and AR to touch screens and motion sensors. These installations vary, appearing in museums, public spaces, live performances, or temporary setups at events.
The Social Impact of Virtual Exhibitions
Experiential and environmental art, which has been popular for decades, finds its roots in movements like Light and Space from the 1950s to 1970s. Artists in this movement explored how psychology and technology come together, creating art that engaged viewer participation.
As we look at the business side, some believe that these new formats connect with people on deeper levels, stirring emotional and spiritual responses. However, critics argue that turning art into a spectacle can lessen its impact, leading to more of a “pop art” feel.
While our primary senses of sight and hearing have dominated traditional exhibitions, there’s a growing interest in engaging all the senses—touch, taste, and smell—offering more holistic experiences. Immersive exhibitions encourage this exploration, creating fresh ways for us to interact with art.
Here’s a look at some standout virtual exhibitions and their impact on audiences, as well as how they’ve helped shape immersive art and virtual exhibitions:
1. David Hockney: 82 Portraits and1 Still-life
This exhibition, originally created in 2012, reached over a million online visitors when it was displayed at the Royal Academy of Arts in 2020. It brought Hockney’s unique style to a global audience, showing just how popular virtual exhibitions can be. By drawing in such a large audience, this exhibition demonstrated that art can break free from physical walls and reach people everywhere.
2. Virtual Visits at the Thyssen-Bornemisza Museum
This museum adapted to the digital landscape by offering themed virtual tours, such as “A Walk Among Flowers”. They also focused on Botticelli’s works, which attracted over 200,000 online visitors. These customized online experiences provided an affordable and accessible way for audiences to enjoy art from home. And in ultimately, highlighted how virtual exhibitions can cater to diverse interests and learning styles.
3. Yayoi Kusama: Infinity Mirrors
Displayed at Tate Modern, this exhibition featured Kusama’s mesmerizing mirror installations. It not only showcased her unique artwork but also included information about her influential performances. This immersive experience captured viewers’ imaginations. It also emphasized how virtual exhibitions can evoke profound emotional responses, turning passive observers into active participants.
4. Van Gogh: Life and Work
This immersive exhibition at Atelier des Lumières in Paris utilized projections and music to immerse viewers in Van Gogh’s life and art. With over a million visitors, this exhibition demonstrated the power of multi-sensory experiences. Spectators were made to feel like they were “inside” the artworks, thus deepening their emotional engagement with Van Gogh’s art.
5. Dreams of Dali
Utilizing AI and immersive technology, this exhibition allowed visitors to enter the surreal world of Salvador Dali and shape their own narratives. This interactive experience highlighted the potential of digital tools in creating personalized art encounters, stimulating creative imagination among viewers.
6. teamLab: Continuity
This exhibition by a collective of multimedia artists transformed the viewing experience into an interactive landscape where natural imagery flowed around participants. It encouraged audiences to interact with the artwork and each other, redefining how we often think of spectatorship in art.
7. Sensory Seas and Sensory Odyssey
This immersive experience at the ArtScience Museum in Singapore transported visitors through virtual ocean ecosystems. By creating a strong emotional experience, it demonstrated how virtual exhibitions can stimulate multiple senses, adding a new layer of depth to how audiences perceive and engage with art.
Final Thoughts
So, are virtual art exhibits and immersive experiences just tools, or are they something bigger? Will they become the main way we understand art? Are traditional museums on their way out? The truth is, it’s a bit of everything. But no need to worry—traditional exhibitions are far from extinct. Just look at the crowds flocking to major museums. The pandemic couldn’t keep people away for long; once they reopened, museums were as popular as ever.
Museums have adapted by transforming into places that draw people both in-person and online. They’ve added new, interactive exhibits and themed shows that connect different artworks, whether they’re modern pieces or centuries-old classics.
As for digital technology and AI in art, yes, they are tools—but they’re not as simple as a brush or chisel. They can get results quickly, but this can sometimes come with ethical questions. Like any technology, they’re here to stay, and it’s up to us to use them wisely.
Are virtual exhibitions meant to replace everything? Not at all. They’re just another way to experience art. They’ll coexist with traditional methods for a long time. Remember, people once thought new inventions like the telegraph, radio, cinema, and TV would replace everything that came before. But today, we still engage with art in many of the same ways our ancestors did, while digital tools change how we communicate in other areas.
References:
Featured Image: Yayoi Kusama: Infinity Mirror Rooms (https://www.tate.org.uk/whats-on/tate-modern/yayoi-kusama-infinity-mirror-rooms)
