There is no art without (multimedia) experience

Over the centuries, the concept of the “fruition” of artistic work has taken various forms and needs whose evolution is identified by museum exhibitions even today. That which is still rather new—but by now essential—is the integration of such experiences with innovative multimedia technology, which today are the protagonists of the cultural world and nearly equal to the works of art themselves. Indeed, thanks to the latest AV innovations, visitors are being gifted true interactive audiovisual journeys that accompany (and sometimes “replace”) the artistic subject, immersing the public in atmospheres and stories of other times.
The trend of multimedia integration within art has been cultivated with growing intensity both in international sector events such as ISE, which gave ample space to Bart Kresa’s videomapping and to other AV applications for museums and cultural installations, and in Italy, where interesting initiatives are taking place.
As for the rest, a country as rich in artistic history and tradition such as ours can only celebrate excellence, even though AV innovation, such as in the case of the show “Leonardo & Warhol in Milano. The Genius Experience” which runs from 1 March to 30 June 2019 at the Cripta di San Sepolcro in Milan. The project under the direction of Giuseppe Frangi, on the occasion of the 500^th anniversary of Leonardo da Vinci’s death, opens with a multimedia installation created with projectors from Canon, the Digital Imaging Partner for the event. At the heart of the installation are 13 XEED WUX450ST machines that ensure color faithfulness and high definition, accompanying visitors on a visionary and experiential journey that starts with the genius of Leonardo and arrives at the contemporary myth of Andy Warhol, two individuals divided by eras and creative visions that find an extraordinary point of convergence in the city of Milan.
From north to south, our reflection stops in the marvelous city of Matera, 2019 European Capital of Culture, where ETT and Canon created an immersive context within the show “Ars Excavandi”. Five stops ranging from the past to the future, staged with over 50 m² of rear projection screens in an artistic installation that conceptually and physically integrates the elements Air, Fire, Eros, Water and Earth with a series of colors, sounds and smells. The visit, organized between the Museo Ridola and the underground portions of Palazzo Lanfranchi, indeed follows an immersive itinerary that ranges from the Paleolithic to the present, going through the magnificence of the architecture that has been excavated. Added to the multimedia portion is the interactive game Who are we? – accessible via and RIFD bracelet – that gives each participant the certification of a “Digital Nomad.”
Still to be experienced, on the other hand, is the third example of the integration of art, technology and, in this case, science. 7 March is the opening date of the experience exhibition “Capire il cambiamento climatico (Understanding Climate Change)” headed by Luca Mercalli within Natural History Museum of Milan. A precious occasion to learn more about the dramatic conditions of the planet and to raise awareness among kids, adults and families about eco-sustainable topics, thanks in part to digital technologies.
These initiatives, along with the many offerings that occur each year in Italy and abroad, demonstrate how innovative setups are now able to transform even the most traditional exhibitions into exclusive events, where imaging – and most of all the visitor – are at the center of the exhibition journey.