Immersive virtual exhibitions: Where art and web meet.

Once more the Portuguese proverb “a necessidade aguça o engenho”, which in broader terms, translates to “necessity is the mother of invention”, stands the test of time. The COVID pandemic, and its subsequent lockdowns forced the modern world to change its modus operandi.

Marta Guimarães Ferreira
Mar 29 2022 • 2 min reading
Immersive virtual exhibitions: Where art and web meet.

The art world, specifically, found itself at a crossroad: Although institutions, galleries and artistic residencies were forced to close, artists kept producing works of art, museums kept having their collections to exhibit that no one could admire, and the art lovers remained interested in the art scene.

This challenging context led to the appearance of immersive digital exhibitions, inspired, in many cases, by the gaming world. In its turn, these exhibitions played an important role in mending the gap between the art world and the general public. Consequently, it created a new platform for artistic expression.

Some examples of virtual exhibition:

  1. Foam Talent 2021, Fotografiemuseum Amsterdam
    An annual photo exhibition dedicated to promoting the careers of young artists, founded by the Fotografiemuseum in Amsterdam.

  2. Magical Reflections, Alte Nationalgalerie Berlin
    An immersive virtual experience by Meta and Makemepulse for the Alte Nationalgalerie Berlin (Makemepulse is the author of the exhibition Unconventional Gallery a collaboration between the artist David Shrigley and the champagne brand Ruinart).

  3. The future in mind, EXPO DUBAI 2020
    A virtual presentation of the Canadian pavilion at the 2020 EXPO DUBAI.

  4. Traces, Marina Abramović
    An immersive virtual experience cura-te by renowned Serbian performative artist Marina Abramović.

  5. Janus Project, Pousio Arte e Cultura.
    Pousio, a Portuguese cultural Association that fearlessly stepped up to the Challenge poses by the pandemia and created Janus Project a set of virtual exhibitions that united young artists and curators.

Could this exhibition format, that has since been adapted to the art world, be transported onto other fields of expertise? Could it possibly be adapted to yours?

For instance, regarding real estate investors or architect studios, a virtual tour of their spaces could be a great opportunity to complement mockups, 3d renderings, photographs and to persuade potential clients.

Other entities, like financial institutions and law firms, that often own foundations or private collections, could use this technology to showcase their artworks. Particularly regarding law firms, why not do a virtual tour of the offices, which are often works of art in their own right?

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