The First Virtual Reality Art Show Is Debuting This Month

Koak/Courtesy of Altman Siegel San Francisco

Pioneering technology will provide a fully immersive and interactive visitor experience.

The coronavirus pandemic has forced many different industries to think differently about how they operate. And that includes the art world. For example, Phillips Auction house hosted its 20th Century & Contemporary Art Evening Sale via live stream. Now, UNTITLED, ART online, Powered by Artland, is set to be the world’s first VR art fair to enter the market.

While the art world’s pivot to digital viewing has been massive, some experiences have been underwhelming due to siloed viewing rooms and lackluster jpeg images of artworks. UNTITLED, ART hopes to change this at the end of this month by partnering with Artland and utilizing the latest gaming technologies to create the digital fair of the future. Interactive features such as the ability to communicate with dealers and collectors in real-time and a built-in e-commerce platform that supports online transactions are unique to the fair. 


Respective artists/Courtesy Nils Stærk

The online fair will be accessible 24-hours a day and create life-like navigation through space. Visitors can stroll through the aisles, and exhibitors can customize their booths with two choices in booth size.

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“We are beyond excited to be launching UNTITLED, ART Online at a time when the art world is relying more heavily on digital engagement,” states Jeffrey Lawson, founder of UNTITLED, ART. “This platform, the only virtual reality experience available in the art market, is something we have been hard at work on with Artland for nearly a year now and have decided to launch it earlier than intended in an effort to help reinvigorate the global art economy.”


Vik Muniz/Courtesy Galeria Nara Roesler 

He added, “Not only have we created an original and innovative virtual experience that is as close to being at UNTITLED, ART Miami Beach as virtually possible, but we are also providing our clients with a state-of-the-art e-commerce platform at a time when they need it the most.”

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The first edition will launch at 11 am EST on Friday, July 31, and run 24-hours a day through midnight on Sunday, August 2, 2020. There is a preview day on Thursday, July 30, at 11 am EST.