ART MASTERS: A Virtual Reality Experience represents a transformative step in the cultural sector, merging heritage, technology, and narrative in a way that reimagines how audiences interact with masterpieces of classical art.
From Viewing to Living Art
Museums traditionally position visitors as external observers of art. ART MASTERS challenges this paradigm by offering audiences the possibility to enter the paintings themselves. Through free roam VR, artworks are no longer static canvases but explorable worlds. Each piece—such as Velázquez’s Las Meninas, Goya’s Witches’ Sabbath, or Veronese’s Venus and Adonis—becomes a fully realised environment, allowing participants to uncover symbolism, hidden details, and atmospheric nuances that are impossible to perceive in conventional exhibitions.
Narrative Innovation
The creative device of a fictional museum guard on his last day of work provides both narrative cohesion and emotional resonance. His role as mediator humanises the experience, balancing accessibility with depth and bringing humour, warmth, and curiosity into the journey. This narrative strategy makes art approachable without diluting its intellectual richness, bridging gaps between scholarly interpretation and popular engagement.
Cutting-Edge Technology
The project leverages free-roam VR multi-user technology, enabling several participants to explore simultaneously in a shared physical space without cables or restrictions. This technological framework integrates:
- Real-time 3D rendering for lifelike environments
- Spatial audio and sound design to immerse visitors in the atmosphere of each painting
- Dynamic lighting and interactivity tailored to each narrative, making the works responsive and alive
- Software innovation that seamlessly merges curatorial rigour with XR design, ensuring both historical fidelity and creative reinterpretation
Cultural and Social Significance
ART MASTERS is more than a technological feat—it embodies a cultural mission. By democratizing access to universal masterpieces, it creates opportunities for audiences who may never visit the Prado in person to engage meaningfully with its treasures. The experience fosters personal reflection on timeless themes—power, mythology, imagination, mystery—while connecting individuals to the universal human condition expressed through art.
Lasting Impact
By transforming art appreciation into an interactive, participatory act, ART MASTERS redefines cultural dissemination for the 21st century. It sets a precedent for how technology can expand museum boundaries, inspire new audiences, and cultivate an emotional bond with heritage. It positions the Prado not only as a guardian of tradition but also as a pioneer in cultural innovation.
In essence, ART MASTERS is not only an immersive journey through five masterpieces but also a global cultural bridge, designed to inspire awe, curiosity, and dialogue about the enduring value of art in contemporary society.
Partners
Directed & Produced by: ACCIONA Living & Culture
Curatorial Advisory: Museo Nacional del Prado
Creative Direction & CGI: Tigrelab
VFX, Sound Integration & Software Development: Univrse
Music: Thomas Roussel
Narration: Brendan Price
