Is immersive art just Instagram fodder or the future of creativity?

Immersive experiences are captivating audiences globally. For almost a decade now, the way we view and experience art has drastically changed with the influence and emergence of cutting-edge technology. VR, AR, AI...the list of sophisticated technology is long and tedious. But are these experiences anything more than an Instagram trending bubble waiting to burst?

Similar to the viral cafes with floral decor and beautifully presented brunch food where meals are photographed more than consumed, art consumers too may be slowly losing their appetite and attention span for authentic art. Housed in museums and galleries, works of art take years of continuous research and documentation to be vetted and displayed. Even after being displayed, there is a range of conservation methods, temperature temperature-controlled facilities that allow these artworks to continue being displayed for decades at a stretch.

There are curatorial and programming teams, working tirelessly to continue making these collections relatable and relevant year after year. In comparison, immersive art experiences put together in a matter of a few months or years seem to have visitors flocking in thousands.

I too am one of those visitors who has had many splendid experiences at immersive shows. There was a sense of excitement in watching a painting of Claude Monet’s ‘Water Lilies’ consume an entire wall. The painting would slowly dissolve into smithereens and then the screen would be overwhelmed by his magnificent work of art, ‘Bridge over a Pond of Waterlilies’.

What a sensory delight to see these artworks in such grandeur!

However, as momentarily exciting as the experience was, I knew nothing of the painting, the artist, or the influences that led him to create this piece of art. Nor did I learn anything about impressionism, the art movement Monet is connected with—a movement and style of art that continues to inspire artists for its delicate brush strokes, nature and play of light. Definitely, no intellectual stimulation or in-depth analysis here.

Immersive exhibitions of deceased Masters such as Vincent Van Gogh, Gustav Klimt, Salvador Dali, have made their way to India as well. The Vincent Van Gogh immersive exhibition took place in various cities across India from Mumbai and Delhi to Pune and Bangalore. With tickets selling out in minutes, the exhibition invited people from all age groups to see up close the works of Van Gogh.

Yes, these immersive experiences do democratise art, allowing audiences to access art they would not normally have the opportunity. They also build for a community experience, tapping into a new way of experiencing art. However, with expensive tickets ranging from 20 to 40 pounds and Rs 1000 to Rs 2500, are these really democratising art?

A museum in India costs an average of Rs 100 while in countries such as the United Kingdom national museums are free of charge.

If funds of this scale were allotted to museums and institutions that house priceless works of art, they may perhaps be able to create experiences revolving around their collections.

Invigorating the audience with similar technology but the visitor may leave learning a thing or two in the process or be inspired by the said artist. These are historic landmarks that need funding to keep their buildings and collections in pristine condition.

I was not creatively inspired or awed after visiting the Van Gogh immersive exhibition. Nor did I learn anything about the artist. Immersive experiences do have their advantages and perks when planned effectively. But travel shows such as these are simply a sad reflection of the way we are viewing art.

Art, which is supposed to touch the soul and not just exist simply as an Instagrammable moment. Keeping artistic integrity in mind and prioritising art history perhaps it is time museums and galleries do more to captivate an audience and combat the gimmick of commercially benefiting immersive experiences.

Perhaps then art would be consumed in its purest form and may perhaps be freed from the shackles of technology. The visitor left to dissect and disseminate, to ponder and reflect.