The Show Must Go On: Real Art – Virtual Experience
The whole world has slowed down because of recent events. Of course you’re incredibly clued up on the challenges created by COVID-19. Today we’re going to talk about one of the solutions. How can you create a country art show – if people can’t attend?
When Houghton Hall booked their June 2020 show – A Fine Balance, they had no idea of the global situation that would arise. Their entire focus had been bought to bear on bringing together 40 local and international artists to form an exhibition of art and hand made objects that explores humanity’s relationship with the landscape.
As David Bowie once famously said, “art happens outside the edge of comfort” – meaning that artistic souls are ideally placed to adapt and overcome when the world throws up something that’s both big and unexpected. Many of the artworks featured in the show already hold up a mirror to the currently unbalanced marriage between the man-made and natural worlds.
Even with the art on point. This still left the matter of getting visitors and attendees into the show.
This is where Insight UK came to the rescue with our 360 Virtual Tours. Using our specialist equipment and knowledge of lighting and composition, we quickly modelled the Houghton Hall exhibition, creating a 3D model of the stables and then placing the exhibits in the appropriate position.
Take a simple journey around the exhibition.
Muse on objects and artworks for as long as takes your fancy. You don’t have to worry about getting in anyone’s way and you can peruse to your hearts content going backwards and forwards to explore the exhibits at your preferred pace.
Shows are about more than simply displaying great art. They’re the best opportunity many up and coming artists have to sell their work, winning fans and making a mark in their chosen discipline.
Can real transactions still take place in a virtual world?
Insight UK came up with a simple solution. Embedded in the Matterport software is the ability to create hot buttons throughout the tour. You may have seen these on our recent Norfolk school tours – where this functionality was used to allow children and parents to interface with information at key points in the journey.
With the Houghton Hall exhibition, this feature was pushed even further. Not only could guests wander through the old stables, catching glimpses of the artefacts and artistic creations on display, but they could also home in on individual items, getting photography, information and close up views that might have been difficult to ascertain in a crowded atmosphere.
That’s not where it ends however. If the visitor likes an item – then they can buy it straight through the shopping links available in the tour. Artists can sell to both their existing supporters and to members of the public who have had their eyes caught by the objects and artwork on display.
The result has been an outstanding success. Thousands of visitors have used the Insight virtual tour to explore this unique collection of artwork and creativity – keeping the scene alive and helping artists get their work seen, known and sold at this difficult time.