VANCOUVER—Augmented reality has exploded in popularity in recent years, showing up everywhere from the MTV Video Music Awards to clever activations for brands like Patrón and Jägermeister. It’s also been a natural fit for art festivals—particularly during the time of COVID-19—with recent large-scale events like New York’s Frieze art fair, Toronto’s Nuit Blanche and Miami’s Art Basel incorporating the technology in various ways.
The most recent example comes from the Vancouver Mural Festival (VMF), whose new event, VMF Winter Arts, kicked off on Feb. 12 and runs through Feb. 28. Billed as an “interactive, open-air gallery,” the festival features 24 AR-driven artworks in 17 locations throughout the Canadian city. Residents can download a custom mobile app to find a map of the spots; upon arrival, scanning a QR code will cause a 3D digital sculpture to pop up. Artists worked with Spark AR to execute their visions.
“More than ever, we’ve seen the positive impact that public art and public space brings to communities,” explains Andrea Curtis, the interim executive director of VMF. “We’re harnessing technology in a way that demonstrates the transformative power of art. … We hope this experiment brings joy and inspiration to everyone in our city and beyond.”
Attendees will use a custom mobile app to view the artwork, which includes artist Saida Saetgar's "Journey into a Dreamland."
Leaning on augmented reality has had two benefits for the new festival: Not only does it allow Vancouverites to experience art in a new, interactive way, but it also encourages them to travel to various areas of the city, many of which are struggling from pandemic-related closures. (When the festival wraps, the works will still be accessible—but the organizers are hoping attendees experience it around the city, as the artists intended.) “There has been no time like our present to be investing in safe, vibrant public spaces and experiences which allow us to come together as we push through the current health pandemic,” Curtis adds.
To accompany the outdoor AR experience, VMF has also partnered with the Vancouver Public Library to host a series of free, virtual workshops that highlight participating artists, discuss ways to use AR technology and more.
This creative spin isn’t new for the VMF, which has deployed a number of smart pivots in the last 12 months. “In a year marked by social distancing, VMF reimagined new opportunities to safely connect art and people in public space,” notes Curtis. “In spring 2020, we brightened streets and inspired hope with #MakeArtWhileApart murals on boarded-up storefronts. In summer 2020, we reimagined and expanded our annual Vancouver Mural Festival to nine neighborhoods to support more communities.”
She continues, “Until we can reconvene, we will continue creating live experiences in public.”
Another piece, called Positivasaurus & Trilla, comes from augmented-art collective Electrifly.Photo: Courtesy of VMF
