You’ve probably talked to a voice assistant on your phone more than once or tried to find a new hippo species using artificial intelligence. Therefore, we hasten to please you that you, like many people, use phygital. Don’t worry if you don’t immediately understand what we’re talking about, we’re here to explain.
Phydital is a blend of physical and digital experiences and was initially used by marketers for advertising purposes. One such example is QR menus in restaurants or AR changing rooms.
However, it has become so widespread in the last few years that it is now used not only in advertising or promotion, but also in art. A perfect example was VS Gallery, the first physical art gallery in Russia.
Despite having opened quite recently – on September 19, the place has already managed to create a lot of noise. And it’s all thanks to the unique and revolutionary view of digital and physical art. The main mission of the gallery is to discover new ways of perceiving contemporary works of art, to explore the relationship between humans and technology, and to show the works of artists working at the intersection of the material and the virtual.
Speaking of the latter. Simultaneously with the opening of the gallery, the organizers presented the VS Gallery exhibition – The first of four residents: Rinat Abdrakhmanov, Danil Karamushkin, Kirill Reiva and Yulia Nizamutdinova. Each artist offers their own unique vision of phygital art, reflecting ideas of digitization, modulation, and metachimera. These studies show the role of technology in our lives and the opportunities it opens.
We will not leave you without views and passwords: the exhibition runs until November 1, and you can buy tickets on the gallery’s website.
Source: People Talk
Errol Villanueva is an author and lifestyle journalist who writes for The Fashion Vibes. With a passion for exploring the latest trends in fashion, food, travel, and wellness, Errol’s articles are a must-read for anyone interested in living a stylish and fulfilling life.
