Remember the last time you were in a museum, at an exhibition or in an art gallery. We bet there was at least one part of the overall experience that was digitalized, comparing to how it was, let’s say, ten years ago. Digital signage and other works of multimedia design, electronic ticketing services, interactive solutions, exquisite lighting design, use of projection mapping – these are just a few technologies rapidly changing the way how we experience art. Besides, technologies change the art itself. Few would argue that cultural industries have been drastically developing lately, and we would add that digitalization is one of the main factors that has changed it dramatically and will continue doing so in the future.

Digital Art: Transparency and Reflectivity

Digital art is a term that has never stopped transforming since its emergence back in the 1970s. What is digital art? Commonly described as an artistic practice that uses digital technologies as an essential tool at any stage of the creative or presentation process, it constantly evolves with the development of these technologies. As opposed to interface design that ultimately aims to appear transparent for the user, digital art may be described as a reflective process. In other words, digital artists strive to showcase what is meant to be invisible in interface design. This notion is profoundly explored in the work ‘Transparency and Reflectivity: Digital Art and the Aesthetics of Interface Design’ by Jay David Bolter and Diane Gromala – a must read for everyone interested in digital arts and multimedia design.

Traditional Art In a Digital Form

In addition to digital art as such, the notion of traditional art digitalization is worth to be explored as the crucial term for our further discussion. Imagine there is no need to travel abroad if you want to see the masterpieces of Van Gogh or immerse yourself in the works of Turner. With the help of digital technologies and in the hands of skilled multimedia professionals, artworks nowadays can be scanned in extremely high definition to be turned into digital imagery. Immersive exhibitions presenting such works use the whole museum or gallery space as a canvas, so that the visitors have an opportunity to not just study the works up-close but virtually feel themselves as a part of these imaginary worlds. Moreover, they are replicated easily and can be recreated in any point on the world map. High-profile multimedia design companies often turn the pictures into moving images for these exhibitions and add sound for a more immersive effect. Imagine joining the couple in their romantic flight in Chagall’s “Over the Town” or walking around the Red Studio from the painting of the same name by Matisse – these are just a couple examples of how digital technologies may re-imagine traditional arts.

Implications For Brands

Inspired by the new art exhibition layouts and digital art itself, brands tend to employ best practices from the multimedia design field to showcase their own values and interact with their customers in a new way. Whether it’s an exhibition stand at a trade fair or any other brand experience space, companies rely heavily on multimedia technologies to create experiential projects that present the brand from a different perspective. One of the notable recent examples of how an international brand used multimedia design and interactive solutions to the fullest is Lexus Dome – part exhibition, part entertainment venue created in the main business district of Moscow for the most part of 2017. The space contained an experiential zone designed and implemented by Sila Sveta. This interactive attraction was inspired by the brand philosophy that was transmitted through advanced technologies, digital art, responsive graphics, projection mapping and many more – a great example of an immersive experience with an artistic attitude created for an automotive brand.

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