Tate VR: An Immersive Art Experience
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This document discusses a virtual reality experience at the Tate art gallery that allowed visitors to feel like they were in an artist's studio and connect with art on an emotional level. Feedback from visitors included an 84-year old woman who felt it was a taste of magic to be in the studio, and a 24-year old man who said he had an opportunity to connect with the art emotionally in a way he doesn't normally experience unless listening to music. The VR experience was experienced by over 78,000 visitors.
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Tate VR: An Immersive Art Experience
- 2. Authentic
- 4. Audience-led “…it’s a taste of magic to feel you’re in the studio of a wonderful artist” TATE VISITOR, FEMALE 84 “I had an opportunity to connect [with the artist] on more of an emotional level which i don't get a lot of times unless I'm listening to music” TATE USER TESTER, MALE, 24
- 5. 78,250Visitors experienced the VR Scale
Notes de l'éditeur
- The Ochre Atelier recreates Modigliani's final studio in full, room-scale VR. It transports visitors to a place they cannot visit any other way, gives them a glimpse of how Modigliani lived and worked, and reminds them of his humanity - the realness of the man.
- There are no visual records of this studio, so we conducted detailed detective work, digging into original source material - translating letters and diaries of his friends and sitters, sketches by his partner, the artworks created there, tracking down his materials supplier, scanning paint tubes and brushes, and drawing on a technical study of his final self-portrait, all to recreate this space as accurately as possible. This isn’t a work of fiction, it is an experience people can trust.
- The VR was integrated into the exhibition experience - room 9 of 10. It was part of the full visit experience - not a bolt on or an afterthought. This also meant that it had to stand up to the same level of scrutiny as the rest of the exhibition - and it does.
- We conducted regular user testing with our target audiences - new visitors and traditional gallery goers - to make sure that it worked for everyone. This was not just enjoyed by young audiences, but actively sought out by our traditional, older visitors too.
- Over 5 month exhibition an estimated 78,250 people experienced VR, with a representative spread across all our visitor demographics.
- Visitor and critical responses have been overwhelmingly positive, and demonstrate the emotional resonance that people feel from the experience. This is an experience which provides a different kind of interpretation - via feeling. It offers deep emotional resonance as well as cerebral understanding. A powerful combination.