As technology advances, art and the ways of consuming it also change. The meeting of these worlds has given us incredible experiences in recent years, from the digitization of art collections (as we do at Hartii), to virtual tours of the most important art venues in the world; but there is another experience that allows us to experience art exhibitions in a different way: immersive exhibitions.

These exhibitions are a type of installation that allows pictorial works of art to be experienced beyond the visual. As such, they consist of a combination of music and screens that present the artworks coming to life in front of the viewer. It could be easy to confuse with interactive art, but immersive displays don't necessarily have to be interactive and respond to each person's movements or path; it is more common that an established sequence is simply repeated for each work.

Now, why are they getting so much attention?

The traditional concept that an art exhibition consists of going through the corridors of an enclosure is altered by the presence of music and movement in the works. It is a common factor in these exhibitions that the work of art comes to life and assembles itself from scratch, brushstroke after brushstroke, creating a unique experience for each person. It gives a new way of experiencing paintings that we already know or it can mean a magical and unforgettable beginning in the world of art.

These exhibitions have been great successes around the world creating remarkable achievements such as sales of more than 150,000 tickets since pre-sale. It would not be risky to assume that this is due in part to the immersive experience as such, but at the same time a very important part would be the artist whose work is adapted to this exhibition format. Artists who have a caliber within consumerism such as Van Gogh, Kahlo, Klimt or Monet are the ones who have stood out in the successes that immersive exhibitions have had around the world. Considering that it is not only a richer experience in a sensory way, it is also a rediscovery of what we know, a new way of living what has already been seen and enjoying it again in a completely new way.

The impact that this phenomenon has created led to the emergence of discussions about the limits of virtuality, about whether it is a confrontation between art and entertainment or an experience that mixes both. The only thing that is clear is the influence and the movement that it has created culturally to awaken more attention of the masses towards the consumption of art, which is essentially positive, however, the importance of being able to guide the course of this phenomenon is not ruled out. towards the most positive path possible.