The art world goes virtual.
It’s hard to match the experience of seeing an important piece of fine art or historical artefact with your own two eyes and one could easily spend a lifetime travelling the world in search of all of them. Fortunately, the digital age has made it possible – easy, even – to visit some of the world’s most famous museums from the comfort of one’s own home.
Google Arts & Culture’s collection includes the British Museum in London, the Van Gogh Museum in Amsterdam, the Guggenheim in New York City, and hundreds more places where you can gain knowledge about art, history, and science.
Closer to home, Absa – as a digitally enabled bank – was the first art gallery in South Africa to offer online 3D-tours of art exhibitions, over two years ago. This has proved popular, and continues to act as an effective way to bring art to people virtually: explore our repository of previous exhibitions, 3D-tours, interviews, art dialogues and podcasts here.
We also spearheaded the use of QR coding where people could virtually meet the artist. Viewers scan a QR code adjacent to the work and this takes the viewer to a video of an interview with the artist, or a behind-the-scenes of the artwork, adding real value to the experience.
Today, forced by quarantine, many galleries are starting to explore what technology can offer, to showcase artworks, make sales and attract new buyers.