In recent years, long-time artists such as Jeff Koons have started using immersive technologies (VR, AR & MR) to create their works with the aim of reinventing themselves and exploring new forms of artistic expression.

Simultaneously, museums and art galleries such as Hauser & Wirth have begun to present their exhibitions to the public using virtual reality.

In this unprecedented crisis, it has become clear that art spaces have to adapt digitally to even the most difficult situations so that everyone can access paintings, performance and other art exhibits, even if they cannot do so physically.

What many people don’t know about the benefits of XR experiences in art

Virtual reality technology allows us to enter museums and visualize artworks such as canvases, illustrations, designs or any kind of artwork as if we were actually in front of one.

We can walk in the digital world in the same way we do in the real world and approach the paintings to contemplate them from millimeters away, which allows us to appreciate the work without any obstacle.

VR experiences allow bringing art closer to people who do not always have the possibility of moving around and, therefore, the works are within everyone’s reach. In addition, the fact that the need to travel to experience the works disappears means a reduction of CO2 emissions into the atmosphere, derived from the transportation of the works as well as the people.

As a digital environment, artists and 3D animators can create without physical limits, so the virtual space has great versatility and anything we can think of can be possible within the VR experience.

Virtual exhibition of Hauser & Wirth Menorca

A recent success story of the application of VR technology in museums is that of the Hauser & Wirth gallery in Menorca. From the web platform we can use virtual reality glasses such as Google Cardboard to move in VR through the facilities of the museum that will open in 2021 and we can also visualize the gallery’s exhibitions in 3D.

Art and technology: a converging space

Although this crisis will change the way we consume paintings, technology will not be able to replace the physical viewing and enjoyment of art, as this experience is very difficult to replace.

Virtual, augmented and mixed reality will coexist with the physical experience of art and will be a tool at our disposal to bring this experience to a wider audience and transmit another point of view of the works.

We believe this is an excellent moment for museums to adapt to the new reality that comes with immersive technologies. It is a call to action for all public and private cultural institutions: Explore the potential of Extended Realities!