Art is in video games
ARTinvestment.RU   16 июля 2020

In order to educate a new generation of art collectors-институции participate more actively in the millennial favorite format of entertainment

while the art market is losing millions and billions of dollars from-за the effects of coronavirus, art-институции different formats invest money in the development of relations with new generations of future collectors and members of the art-рынка. To attract the market of Millennials and representatives of the younger "generation Z", the representatives of the art world and the gaming industry in recent years have increasingly merged. And while museums and galleries are unavailable or working in limited access for public, virtual exhibition platform and individual works of art appear frequently in the popular video game space.

for Example, users of the popular game Fortnite recently have the opportunity to visit the "virtual factory" — digital copy of exhibition space designed by REM Koolhaas, which is now physically being built in Manchester. The project developed by Manchester International arts festival, whose budget is £110 million, will include the work of contemporary artists. Fortnite, players can see the work intended for display at the "factory" and were selected by the curator Lturbo Avedon, in a specially created game locations Fortnite Creative, where they can perform special tasks, and to tour the virtual building company Lturbo on the online service-стримминга Twitch.

Launched in 2018, Occupy White Walls ("Fill the white walls") allows players to decorate the walls of their play spaces one of 7 thousand affordable works of art. During isolation, the project has already reached over 50 thousand users, and this number continues to grow.

in Parallel with the development and launch of the virtual tour some art-институции, including the world's largest museums, engaged in the reconstruction of their main masterpieces in the space of one of the most popular games of recent months — Animal Crossing New Horizons, presented by Nintendo platform Switch. So, the Getty Center created the whole app Animal Crossing Art Generator that allows players to easily turn any available item from their collection to the template, which can then be used to create this object in the game. The Metropolitan Museum of art went a step further by publishing for the same purpose QR-коды with templates of more than 406 thousand items from his collection and thus providing players the opportunity to create their own variations of the Museum based on their individual preferences.

Recently it became known about another major collaboration. The Andy Warhol Foundation the Andy Warhol Foundation for the Visual Arts in conjunction with the LEGO company has released a series of LEGO ART, with which anyone can from several thousand parts to create a physical copy of the most popular works of Warhol — for example, the famous portrait of Marilyn Monroe.

"We know that adults often trying to relax after a working day, and thought that the best way to help them to escape, than to provide the opportunity to enjoy a work of art in a new original way," — commented on the launch of a new series, Louisa Elizabeth Bontoft, senior design Director of the LEGO Group.

Materialprepared by Maria Kuznetsova, AI

Source: prestigeonline.com