Apple has joined forces with New York’s New Museum to create experiential augmented reality (AR) artworks, experiences and art sessions at Apple Stores.
Apple has opened registration for three art-based ‘Today at Apple’ augmented reality experiences, available from August 10, called [AR]T, available at all Apple Stores globally.
The sessions include an interactive walk featuring works by contemporary artists, a class teaching the basics of creating AR using Swift Playgrounds, and an AR art installation.
For the project, the New Museum chose artists Nick Cave, Nathalie Djurberg and Hans Berg, Cao Fei, John Giorno, Carsten Höller and Pipilotti Rist.
“Today at Apple offers a window into the creative arts made possible by our products and customers,” said Deirdre O’Brien, Apple’s Senior Vice President of Retail + People.
“We hope attendees are inspired by the incredible AR creations in the [AR]T Walk and in-store installation, and we can’t wait to see what our visitors learn to create in the [AR]T Lab.”
‘[AR]T Walk: Augmented Realities Co-Curated with New Museum’ takes guests on a journey through London, Paris, San Francisco, New York, Hong Kong and Tokyo as they view works using AR by the aforementioned artists.
[AR]T is available at all Apple Stores across the world
Lisa Phillips, Toby Devan Lewis Director for the New Museum, said: “The New Museum has always led at the intersection of art and tech and we could not have asked for a better partner in Apple to support the fantastic visions of these pioneering artists.
“Augmented reality is a medium ripe for dynamic and visual storytelling that can extend an artist’s practice beyond the studio or the gallery and into the urban fabric.”
‘[AR]T Lab: AR Experiences’ invites attendees to experience touch and immersive sounds. Using Swift Playgrounds, they can learn how to create their own AR experiences.
Interactive walks and an AR art installation
The third offering, ‘[AR]T in the Apple Store’, requires guests to use the [AR]T Viewer in the Apple Store app.
They can then initiate Nick Cave’s AR interactive installation ‘Amass’ and embark on a journey to view and collect ‘Ikon Elements’ and “experience a universe of positive energy”.
Elsewhere, the High Museum of Art has launched a Tinder-style app for art, and the Louvre has partnered with HTC Vive Arts on its first virtual reality (VR) experience.
Images: Apple
