Mill New York
10 months ago
Alongside Facebook’s Spark AR Platform team, The Mill Experiential & Interactive team is bringing iconic artworks in The Tate Britain to life this summer through Augmented Reality. ‘Untold Stories’ is a project that explores the hidden narrative of existing paintings and the artists behind them. Specifically, the untold stories that bear relevance to the contemporary audience, sociopolitical and cultural challenges that the artist and subject faced at the time.With great care to add context, rather than imply new meaning, the team created animations and interactive elements to the artworks that encourage the viewer to enquire deeper into their understanding of the artist’s intentions. These animations are viewed through the camera on your Instagram app, which tracks the paintings and initiates the experience.
Creative director Sally Reynolds comments, “There is palpable magic in AR. Spark AR is one of a few AR platforms encouraging users to take the reins. Our ambition with this project is to engage the viewer to have a deeper curiosity, understanding, and memory of the artwork and the artist. A wholly more interactive experience of a visit to the Tate.”
View the artworks for yourself now at The Tate Britain.Mill New York, 10 months ago