Art Processors, the experiential design consultancy, has joined forces with The Nelson-Atkins Museum of Art to reimagine the Bloch Galleries through an innovative immersive art experience.
A Beautiful Disruption: Experiencing the Bloch Galleries offers visitors an all-new way of experiencing the art collection. Guests will step into an Impressionist world and will join these artists in their quest to capture the subtle, ever-shifting patterns of light which describe a moment in time.
In this experience, the art galleries become a walk-through object theatre designed to be enjoyed with friends and family.
The Bloch Galleries showcase European art from 1750 to 1950, and every Friday night until 9 June 2023, between 6 pm and 7 pm, they are being transformed with a theatrical light and soundscape designed by Art Processors in collaboration with the Museum’s in-house teams.
Step into an artist’s world
Timed lighting, sound and special effects will evoke the emotions and turmoil of the Impressionists, telling a story of their close relationships through their letters to each other.
There is a different theme in each gallery, with friendship, joy, connection, struggle, self-doubt, public personas, and the speed of change in Europe in the 19th and early 20th centuries among the ideas explored through the artists’ letters.
Rachel Nicholson, director of visitor engagement and research at Nelson Atkins Museum of Art, says: “Art history is often presented as a linear narrative, when in reality these artists were experimenting and trying something new without knowing how they would be received. We wanted to capture that spirit and bring people closer to the artists behind these now iconic works.”
A museum guide will facilitate the 15-minute experience – and from there, visitors are free to explore the gallery spaces while immersed in the artists’ stories. There is no set route, and no headphones or devices to dictate their journey.
“We wanted to try something entirely new that breaks the model of a traditional audio tour and creates a social experience in our galleries that people can return to again and again,” says Nicholson.
“We’re moving away from a didactic mode and instead inviting people to choose their own way to connect with the art, react and discuss with friends, and hopefully see these paintings and the artists in a new way.”
Developing the disruption
Art Processors’ expert team used digital infrastructure and immersive sound design to create an innovative approach to site-specific storytelling.
“This is a giant experiment the Nelson Atkins has undertaken, to challenge assumptions around what is and isn’t allowed in museum galleries,” Christine Murray, content director at Art Processors, says.
“If we take away expected story vehicles like wall labels and audio guides, a whole new world of possibilities opens up. This is something we know that visitors and museums are hungry for – shared experiences that put the visitor right in the middle, enjoying a social experience and the art on the walls.”
This approach placed the authentic artworks first and used digital projections to enhance the viewing experience – rather than attempting to reproduce the work of the Impressionists. In A Beautiful Disruption: Experiencing the Bloch Galleries visitors will discover the lives of the artists behind these much-loved artworks, unveiling the fragility behind these famous names.
Art Processors won four accolades at this year’s MUSE Creative Awards – with recognition for its work at the Sydney Opera House, the National Museum of Australia, and the Bob Dylan Center.
