A few years ago I wrote about my experience of going to the Van Gogh immersive visual art exhibit and since then I have noticed that more and more similar exhibitions have been popping up in NYC. There is even one, ARTECHOUSE (the name is a combination of art – tech – house) in Chelsea Market, that is a permanent space but with rotating shows (and it has other locations in Washington DC and Houston). I have been to a few of these and find them at their best to be a trippy and somewhat relaxing experience, but also occasionally (in my opinion) a regular visual documentary shoehorned into the concept of experiential art.
An exhibit I saw at ARTECHOUSE a few years ago (in 2023) was Beyond the Light, which visualized NASA data from the moon, heliophysics, the Mars rovers, climate science, and their technology transfer program. Set in their gigantic gallery space with projections on the floor in addition to wrapping around the walls, the experience was odd yet transporting.
More recently, though, I went back to see their exhibit in collaboration with Rolling Stone, AMPLIFIED, which described itself as an “50-minute immersive journey into the music, history, imagery and culture of rock ‘n’ roll, encompassing over 1,000 photographs, 200 videos, and 1,300 Rolling Stone covers.”
This one I thought I would adore, as I love music, but strangely it did not seem to fit the format. It was in one way too narrative (with a voice over from Keven Bacon), which led to a more seated/”let’s just look at things and listen” experience, compared to others where people are inspired to move around within the space. But the narrative itself was disjointed to me, and I had the feeling that Rolling Stone had just thrown things together in categories (hey, here’s a bunch of rockers with cars . . . posters are cool . . .now here’s a festival) rather than there being a clear narrative journey. Did I have a good time? Yes . . . but I would have enjoyed just as much just watching a 50 minute documentary on the subject matter – the immersive presentation didn’t add anything (at least for me).
This kind of experiential and digital art is not new. I recently wrote about Luna Luna: Forgotten Fantasy, which was first presented as an art installation/amusement park in 1987 in Germany. So why are there so many more of these happening now? I believe it is usually the kind of experience you can enjoy but can provide some cool photos and videos, usually to post (and I am guilty as charged on that front). There is an upcoming exhibit that I already have a ticket for that upps the ante by not only having immersive visual effects but also scent, light and sound in tandem (Eternal Nature at Artemuseum at Chelsea Piers). These immersive visual experiences aren’t inexpensive (usually $35-50) and aren’t that long (usually less than a hour). However, when these things work for me, I find them fun but also overwhelming in a positive way, and truly feel transported and immersed in a different world.
Julie Brannan, NYC residential real estate 