High TechAugust 27, 2018

How AR is Transforming Artwork

From Pokemon Go to Google Glass, Augmented Reality (AR) has shown flashes…
Avatar Nafisa Mazumdar

From Pokemon Go to Google Glass, Augmented Reality (AR) has shown flashes of potential for years, theoretically allowing users to enjoy an unprecedented level of versatility in their experiences. For example, retail customers now have the option of using AR in retail stores to see how a pair of shoes might match with a pair of pants or in the grocery – especially with the launch of Amazon Go – for a checkout-free experience. Now we’re seeing how AR  AR can transform customer experiences not just in the mall, but in leisurely activities also, such as going to the museum.

Source: Citibreak

According to WIRED, museum-goers can use AR to turn galleries into their personal playgrounds. Instead of seeing the original paintings in a gallery, visitors see completely different or remixed versions of the originals. Doing so can promote the artwork of more underground artists or restore stolen paintings. The latter is especially pertinent to the Isabella Stewart Gardner Museum in Boston.

A Boston-based startup, Cuseum, that “helps nonprofits and cultural institutions with technology solutions” has been involved in “restoring” the stolen artworks. The WIRED article highlights that,

“[Isabella Stewart Gardner Museum] is renowned in part because of what isn’t on display: In 1990, thieves stole 13 works of art valued at $500 million, and to date, the orchestrators of the heist have not been caught… They could use AR, they thought, to ‘restore’ the missing paintings to their frames.”

Even though the Isabella Stewart Gardner Museum (and several others) have been resistant to allowing AR apps in their galleries, it’s certain that AR can deliver a customer experience that would have otherwise been impossible without it. Here at Dassault Systèmes, we believe the customer experience will continue to evolve with the help of new technologies, and the creation of interactive artwork is no exception. Our 3D solutions have been used to evolve the museum-going experience at the Museum of Fine Arts (MFA) in Boston.

Using the Giza Archives, excavated by the Harvard University- Boston MFA expedition, we were able to simulate a 3D, interactive version of the Giza Necropolis. Thanks to the Giza 3D experience, users were able to see all the tombs, shafts and burial chambers of Ancient Egypt right from Boston. Our 3DEXCITE solution and 3DEXPERIENCE Platform provides virtual platforms where companies across multiple industries can simulate and experience products before they’re manufactured. In every aspect, virtual reality and AR technologies provide new and innovative ways to enhance the customer experience and exchange new information.

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