Have you been to an immersive digital art experience recently? They do seem to be popping up more frequently and promise new experiences for attendees. The New Yorker takes a deep dive to look at what they are, where they came from and where they might be going.
Today, commercial immersive experiences are beginning to move into more traditional, institutional settings. This spring, the Grand Palais, in Paris, will partner with the Louvre to début “La Joconde: Exposition Immersif,” an immersive exhibit based on the Mona Lisa that the organizers say will offer a “unique interactive and sensory experience.” And, in partnership with Grande Experiences, an Australian content-creation company, Newfields—formerly the Indianapolis Museum of Art—has converted a floor of its building into a dedicated exhibition space for immersive digital art, called THE LUME Indianapolis. Marketing materials describe THE LUME as a “contemporary, next generation, fully immersive digital art gallery” involving a hundred and fifty projectors, a musical score, thematic food-and-beverage options, and “suggestive aromas.” (Grande Experiences works with ScentAir, a plug-in-fragrance manufacturer specializing in “memorable customer experiences.”)
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