The world of art has been seeing something of a revolution recently. Unlike artistic movements in the past, this is not about production as much as it is about presentation. Galleries are beginning to use QR codes to bring a new dimension to how art is seen. With the codes, galleries and museums are looking to provide their guests with an interactive experience that is entirely technology driven.
The Martin Agency in Richmond, Virginia, has attributed a small fund toward their latest campaign to promote the upcoming Picasso exhibit at the Virginia Museum of Fine Arts. The exhibit will feature works from Picasso, the majority of which will be coming from Paris. The agency is planning to use QR codes in print media as well as out-of-home ads and they have established a Facebook page. The codes will be linked to some of Picasso’s work as well as give users the opportunity to purchase tickets online.
“We started thinking about Picasso and how progressive he was as an artists and it made sense to use this technology,” says Keith Cartwright, creative director for the Martin Agency. The only problem the agency has had with the codes is that they are ugly, artistically speaking. They formulated a plan to resolve this by constructing a portrait of Picasso using nothing but QR codes.
The ads will be seen in Richmond within days and the exhibit is scheduled to open its doors on February 19.