When Art meets Technology: we discover immersive exhibitions


Is rethinking artistic enjoyment possible? We explore the last frontier of art, between artistic experience and Artificial Intelligence, soon in all Next Museums in Italy and Europe.

What does “art” mean?

Throughout history, there has been no shortage of attempts to defineart from an aesthetic and philosophical point of view. Despite this, the concepts of art and artistic experience continue to elude us, reinvent themselves, and defy definitions and labels.

In the 20th century, art came to be defined almost by subtraction: the value of the work was no longer to be found in its adherence to stylistic features and canons considered “beautiful” and “tasteful,” as the dictates of the previous century had wished, but in originality, the supreme value that would embody the sense of art and artistic genius throughout the 20th century.

The twenty-first century has seen the irruption of technology into the daily lives of all of us: from the first smartphones to social media, from voice assistants in the home to the latest generation of artificial intelligence. In 2023, there is no aspect of our lives that is not interrelated, integrated, amplified and filtered by virtual experience.

Artistic expression, a cultural universal across eras and cultures, has always been modulated and reinvented by the contribution of the new technologies: think of the invention of perspective in painting, the ultimate example of this all-too-human tendency to seek a level of contact between reality and representation that is ever more subtle, more authentic, and more engaging.

It is not surprising, then, that the new frontier of art has been identified in virtual reality and AI.

Virtual Reality and Immersive Exhibitions

With virtual reality, artistic enjoyment becomes pure experience: immersive exhibitions differ from traditional exhibitions in that they fully engage the viewer, leading to aunique and immersive sensory experience.

Using the latest technologies, such as virtual viewers, 3D projections, surround sound and interactive installations, it is possible to transport the viewer into a whole new world. For example, through the use of virtual reality viewers, it is possible to be transported to another dimension, where we can admire works of art that seem to come to life before our eyes. Augmented reality, on the other hand, allows virtual elements to be superimposed on the real world, creating an interaction between the visitor and the artwork itself. In this way, the viewer is no longer just a spectator, but an integral part of the artistic experience.

Innovative experiences at the Next Museum

This opens the door to unprecedented reflections about the relationship between artist and viewer: immersive exhibitions break down the barriers between audience and artist, creating that closeness always craved by the public, which results in a greater and deeper understanding of the work, the world and the artist’s own vision.

Immersive exhibitions have become increasingly popular in recent years because of their ability to engage and amaze audiences. This new form of art enjoyment appeals to a younger, more technologically oriented audience, but it also succeeds in engaging those who are not used to visiting traditional art exhibitions. However, immersive exhibitions should not be seen as a replacement for traditional museum enjoyment, but rather as a new tool that, if directed by the right artistic sensibility, has potential that could only be dreamed of until now.

In conclusion, immersive art exhibitions certainly represent a new frontier in contemporary art, an experimentation that needs to be explored and understood.

Experience immersive exhibitions at the Next Museum

What do you guys think? Have you had the opportunity to visit any such exhibitions yet?

Come and learn about the Next Museum, a new fully multimedia, immersive and technological space. The Next Museum is a project of
Next Exhibition
, a leading company in the field of innovative and experiential exhibitions.

Follow us on this amazing journey to a unique place where culture plays with technology

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