To coincide with the launch of Augmented Reality Exhibition at London's Pocko gallery, Vetro Editions has released an accompanying book that bridges the gap between the physical and digital worlds. With a quick scan of your phone, the work on the page will come to life and make you feel like you're actually there.
Running from 22 October until 26 November, Augmented Reality Exhibition, or A.R.E, is a new exhibition concept that brings together some of the best generative art in the world and promises to be a truly immersive, one of a kind art experience.
Featuring work by 31 international artists, the installations at A.R.E have been chosen and curated by Generative Hut founder Pierre Paslier and Luca Bendandi of Vetro Editions, who is also the publisher of the accompanying book.
If you're unfamiliar with the concept of generative art, it's one of the latest technological developments to be shaking up the creative industries. It's an umbrella term used to describe artworks that have been created with the help of an autonomous system. Think algorithms, computer codes and drawing machines.
For artists who collaborate with these tools, surrendering themselves to these systems is part of the process. And with no end to their creative potential, works of generative art tend to sit somewhere between order and chaos.
But how does such a technologically-geared exhibition translate to the printed page? The two mediums are surely incompatible with one another, right? Not so. Thanks to accompanying apps and scanning codes, even a book can lend itself to generative art.
"The idea for this book came from the feeling that displaying such artwork is where screens can fall short, and one starts to look for that other medium: print," explains Pierre Paslier. "But what if there was a bridge between the physical and digital worlds?"
"Through the use of augmented reality, we conceived this book to let you unlock motion on the pages, creating an experience that is more akin to visiting an exhibition." And the results work wonders. By passing your phone over its pages, the artworks appear to erupt, fizz and spiral in unpredictable directions as they take on a new digital life.
A.R.E is free to enter during the entirety of its run at Pocko gallery, and the accompanying book is available to purchase now.