What better way is there to fulfil the occasional need for escapism, than to enjoy some immersive art. Immersive art allows the visitor to feel like they are part of the exhibition and inside it. A form of augmented reality, the audience is no longer a passive viewer, but an active participant.
An emerging trend of younger art collectors or viewers, who value experience over ownership, is partly driving the rise in immersion art. The Japanese artist Yahoi Kusama’s Infinity Mirror Room – a very popular exhibition - is one such installation. The display transports you to the artist’s vision of endless reflections… and infinity. Using mirrors upon mirrors (floor, ceiling and walls) and LED lighting, she creates a mesmerising world of endlessness.
Renowned as a game-changer, Kusama is a creative genius who has spent 8 decades in the art world and has a huge international following, who all love her exhibitions and how social media friendly they have become.
On the topic of immersive art, Anne Bracegirdle, a London based expert on art and technology, says: “These works are about what the person in them experiences, and that’s connected to social media and the desire to share and experience with your personal networks.”
“Clearly there’s a societal movement towards experiences over things,” say Jennifer Mosquera and Eric Jaenike, co- founders of the Colorado-based company, Prismajic, which creates immersive experiences by combining traditional art forms with cutting-edge technology.
Speaking of their latest exhibition, Shiki Dreams, Jaenike says: “It is exploding in a variety of different directions. Everything from VR gaming to fine art, there are so many experiences people can have.” Perhaps what’s particularly exciting about this trend is that it gives everyone an entry into art appreciation. It’s no longer a specialised interest, but something more inclusive that all viewers can enjoy and that each will experience in their own unique way.
“You just need a sense of curiosity and wonder, and also want to have a little bit of fun,” adds Mosquera.
Immersive art is a fast-expanding sector; Meow Wolf is investing £115 million on its projects across the USA. Tokyo’s teamLab, one of the most Instagram-worthy museum chains in the world with exhibits such as Borderless, SuperNature and Planets, has branches in Singapore, Macao, Shanghai and Miami. And Sweden’s Fotografiska museum will be opening a massive 5,500 square metre site in Berlin in 2022, which will house immersive exhibitions.
In the immersive art world, the future is global, it’s social media attractive and it’s exciting! Artists and curators will be able to constantly re-imagine what an exhibition can be. And visitors will be engaged at so many different levels: sight, sound, scent, gamification, narration and more.
Recommended links:
Immersive Art Unlocks a Whole New World | Sotheby’s Magazine | Sotheby’s
How and Why Immersive Experiences Are Taking Over the Denver Art Scene - 303 Magazine
Yayoi Kusama: Infinity Mirror Rooms – Exhibition at Tate Modern | Tate
Natura Obscura, the Popular Immersive Exhibit, Has Opened Its Second Act Shiki Dreams - 303 Magazine
Immersive, experiential art is about to get a post-pandemic boost | British GQ (gq-magazine.co.uk)
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