Apple and New Museum team up for choreographed urban AR art tours

 In AEC, Startups

New York’s New Museum, which has already launched a fair share of tech-forward initiatives like net-art preservation and theorization platform Rhizome and NEW INC, has teamed up with Apple over the past year-and-a-half to create a new augmented reality (AR) program called [AR]T.

New Museum director Lisa Phillips and artistic director Massimiliano Gioni selected artists Nick Cave, Nathalie Djurberg and Hans Berg, Cao Fei, John Giorno, Carsten Höller, and Pipilotti Rist to create new installations that display the artistic potential of AR and help advance the museum’s own mixed-reality strategy.

Each of the artists will create interactive AR artworks that can be viewed via iPhones with the [AR]T app on “choreographed” street tours that will begin in a limited number of Apple stores across six cities. Users will be able to capture the mixed reality installations in photos and video through their phones.

Additionally, Nick Cave has created an AR installation titled Amass that can be viewed in any Apple store, and the company has worked with artist and educator Sarah Rothberg to help develop programs to initiate beginners into developing their own AR experiences.

This announcement comes on the heels of much industry AR and VR speculation regarding Apple, in part encouraged by recent hires from the gaming industry, like that of Xbox co-creator Nat Brown, previously a VR engineer at Valve.

While some artists, institutions, and architects have embraced AR and VR, many remain skeptical of the technology, and not just on artistic grounds. Writing in the Observer, journalist Helen Holmes wonders if “Apple wants the public to engage with their augmented reality lab because they want to learn as much about their consumers as possible, including and especially how we express ourselves creatively when given new tools.”

The [AR]T app will drop on August 10th in the following cities: New York, San Francisco, London, Paris, Hong Kong, and Tokyo

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