The Czech Republic (trendwatcher.cz): New online trends are also influencing galleries’ approaches

2021-1 Is the art market about to evolve? Most likely, yes. More and more galleries are moving their exhibitions online. The famous Milanese gallery M.A.D.S. has taken a unique approach—exhibiting paintings in digital form physically, thanks to the latest technologies.

This contemporary art gallery is located in one of Milan’s main neighborhoods, the Navigli district. Using video projectors and touchscreens, it has created a fully and permanently digital multimedia space for presenting works of art.

Source: M.A.D.S. Gallery

The presentation of artworks takes place on two levels. Large-format vertical and horizontal screens located on both floors of the gallery give visitors/viewers a sense of the artwork’s actual dimensions, and the touchscreen displays allow them to zoom in on every detail. Thanks to this, the gallery is able to offer visitors a continuous multimedia exhibition.

This solution enhances the visual quality of details, their three-dimensionality, and their significance through high resolution and augmented reality. Last but not least, this approach also eliminates costs, time, and bureaucracy while reducing the risk of damage to the artworks caused by their display.

A New Phenomenon—An Offline Exhibition with Online Images

“It’s been a few years since our gallery embarked on the digital path, and we created the first multimedia and digital gallery with a unique and innovative layout, thereby changing the way art is presented. This type of multimedia was originally used only by famous museums for institutional exhibitions, and we, too, decided to go against the grain and embrace this new style, which now sets us apart,” says Alessandra Magni, artistic director of the M.A. D. S. Gallery.

Author: Marco Raimondo

The year 2020 taught people to view things from a different perspective—to seek solutions to various previously unexplored situations and to step outside their comfort zones. Limits on the number of visitors to exhibition spaces, closed galleries, and canceled art fairs all contributed to the art world’s shift to an online environment.

“Today, our approach and concept have proven to be more successful than ever and optimal for managing the current situation, because it has allowed—and continues to allow—us to offer our services to all artists,” adds Alessandra Magni.

The current exhibition also features a painter living in Prague

The gallery is currently hosting an exhibition titled KROMATIC@RT. “The goal is to immerse visitors in a world of paintings that, thanks to this original online visualization, go beyond figuration itself and achieve near-absolute abstraction,” explains Alessandra Magni.

The exhibition also features the work of Dutch painter Julien van Middendorp, who currently lives in Prague; his work is characterized by its composition and vibrant colors.

Author: Marco Raimondo