Summary:
Artechouse is an experiential and digital art gallery, in collaboration with Pantone, and presents the Color of the Year 2023 during the art week in Miami. The exhibition is an immersive experience that uses the virtual within the physical realm to experience the connections between nature and technology, and will close on April 30.
The article:
In a world where everything is too fast, almost ridiculously so, this type of event allows you to be present, aware, and appreciative. Come and discover a color like never before, interact, learn, surprise yourself and have fun embarking on an artistic exploration into the depths of outer space.
Feel the power of the hue as you explore multiple immersive rooms with textures and interactions that display Viva Magenta in all its forms.
Magentaverse is a multisensory experience that draws inspiration and materials from nature, NASA, and images from the James Webb Space Telescope, immersing visitors in what the organizers call the "sounds and feelings of Viva Magenta". It is the work of Artechouse, an art incubator with the mission of driving innovative and technological experiential art in collaboration with Pantone.
The exhibition, which premiered in Miami during Art Basel during the launch of Pantone's Color of the Year 2023, focuses on a 22-minute cinematic audiovisual exploration of the personality and depth of Viva Magenta within an immersive gallery.
The experience is powered by a unique combination of custom technologies, including a panoramic (270°) 18-channel projection from the floor to the wall and a 30.1-channel spatial audio system that allows for a total immersion similar to that of the metaverse.
"Through the intersection of cutting-edge art, science, and technology, we wanted to offer visitors a multisensory experience that embodied and celebrated the surprising and expressive nature of Viva Magenta," says Sara Walker, senior director of marketing at Pantone. "To embody the spirit of Viva Magenta, we took a new approach to collective creative collaboration with our partners, technology, and Pantone's expertise in color theory to curate a new interpretation of the Pantone Color of the Year."
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