Technology is changing fast … and art! The Virginia Museum of Fine Arts (VMFA) in Richmond offers a piece of evidence, as the Artinfo website reveals in its last article: http://www.artinfo.com/news/story/37006/virginia-museum-launches-augmented-reality-picasso-shows-in-new-york-philadelphia-dc-starbucks/.
The museum has launched “Augmented Reality” Picasso Shows in New York, Philadelphia, D.C and Starbucks allowing curious to enjoy virtual versions of the exhibition “Picasso: Masterpieces from Musée National Picasso, Paris”.
Augmented Reality is an advanced technology which gives the opportunity to see real-world environment through a computer, mobile, etc. Today, we are hearing a lot about this recent technology used in various fields, notably in the tourism industry.
In the case of the museum, Philadelphia’s inhabitants have the possibility to scan a barcode through their mobile which recreates the VMFA in a virtual version. Then, they can browse into the museum and look up to the art collections. For the art lovers, this represents a great opportunity to visit the museum when traveling is not possible or have a global overview before coming.
People have access to this virtual tour thanks to the application Layar via their smarphones. This app enables walkers to see a work from the Musée National Picasso collection, as soon as their phone detects one of the 22 separate coordinates of the Layar versions of Picasso works in New York, D.C and Richmond. This could catch people attention and arouse their curiosity regarding the collection. It is a great way to promote an exhibition, special events or even a destination. This supposes an interest of the visitor, who firstly downloaded the app and asked for the alert. It’s an active application.
In Richmond, the city where the VMFA is located, you can even go to a Starbucks and enjoy augmented reality thanks again to the barcode at your disposal. But a question appears: why would I go to the museum, pay the entrance $20 whereas I could visit it with my mobile for free or at least more cheaply for the price of a coffee?
Finally, the experience is different. Augmented reality is used to enable people to be aware and curious of the exhibition and we should note that the setting is not the same.
This example of new technology offers a greater experience to the visitors. They can better prepare their visit, choose the piece of art they want to see, but also enjoy added-value during the experience itself. Thanks to applications providing comments about the history and the context of the painting, visitors can get more information. X-rays techniques allowed CNRS scientists to study Vinci’s sfumato techniques, which enables to understand the way the artist processed to achieve his masterpiece. This is another example of added value that be brought to visitors thanks to applications.
At the end, they have the opportunity to come back to the museum through their mobile and keep virtual souvenirs of the work they love. Indeed, since pictures are often forbidden in museums, augmented reality gives also the opportunity to remember.
However important questions remain for culture and museums fans: won’t new technologies offering augmented reality become a substitute of the museums and artworks? Why bother staying in line and pay the entrance fee if I can visit the museum through Iphones? Will the visitors still pay attention to what’s around them if they constantly have to look at their phones to get informed?
If you like Picasso, take your Smartphone and go to Starbucks for a coffee/art time!
For more information:
The Virginia Museum of Fine Arts: http://www.vmfa.museum/
VMFA’s press release: http://www.vmfa.museum/Press_Room/VMFA_News/Social_media_campaign_brings_Picasso%E2%80%99s_art_to_life.aspx
The agency allowing VMFA Augmented Reality: http://www.martinagency.com/
Photo retrieved from: http://www.artinfo.com/news/story/37006/virginia-museum-launches-augmented-reality-picasso-shows-in-new-york-philadelphia-dc-starbucks/
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