Art museums in London are using augmented reality as a way to share their work and invite visitors back inside.
Art of London’s Augmented Gallery features 20 contemporary pieces, and walkers in central London are able to engage with culture with the use of their smartphones.
The outdoor gallery route stretches across the centre of the city, from west of Piccadilly Circus to east of Leicester Square. It starts at the National Gallery and ends at the Royal Academy.
How does it work?
With a smartphone, access to the internet and the “ArtLondon” app, walkers can scan the QR codes placed in multi-coloured patterned plaques.
Despite the visual experience, users can also find out more about the digital exhibits by listening to the recorded audio. So even on a tour like this, Londoners are not left without a guide.
An app that puts art into the open
Many artists in London support this initiative because it creates a different experience, and is provided for free.
For instance, Duncan Shoosmith, whose portrait painting of Sir Tom Jones is part of the Augmented Gallery, said:
“The arts in general, and how a country uses art, is an enormous indication of how progressive, how civilised that society is. This initiative is getting art out into the open. It’s for everybody. Literally, all you need is just a smartphone. You don’t necessarily need to schedule a time to visit a gallery. You could do it on your way to work, on your way to meet friends, on your way to dinner.”
Art adorns the walls of the #WestEnd this June.
The Augmented Reality Art Gallery is a FREE outdoor public art experience showcasing paintings from London’s leading institutions through an accessible augmented reality app.
Find out more: https://t.co/6mSOzAWokp #AOLArtTrail pic.twitter.com/mD6PhyHgNO
— Art of London (@theartofldn) June 22, 2021
For Cristabel Blackburn, this interactive walking trail manages to also attract people who might never have visited an arts museum before. Asked about this project, Cristabel said:
“It’s brilliant. It sounds to me like a great way to bring art to everybody. Especially in these times, with an app like that, art doesn’t have to be so elitist. It can be accessed more and more through technology by everyone. I am absolutely thrilled that they chose my painting. I feel so honoured.”
A way to entice visitors back in the museums
The National Gallery, the National Portrait Gallery and the Royal Academy of Arts teamed up to create an application that would entice visitors back inside.
The three museums have admitted a reduce in the number of visitors, who now must reserve their tickets beforehand to adhere to social distancing measures.
The Augmented Gallery is part of a wider initiative to reposition London’s West End as an arts and culture destination. One hope is that people would come to see the art, then stay for a meal or a show.
