Future Tech Trends | New Media Art
Ideaworks highlights the possibilities that lie within digital art at its showroom
New Media Art is an opportunity to connect at a different level with the high net worth market the custom integration industry could be targeting , as well as the architectural and interior design industries . Barco Residential together with its partners has been pushing a more holistic experience focus for the industry and feels that New Media Art is not something entirely different , but rather , another aspect of that .
“ The custom integration industry has struggled to address the full potential of the industry ,” Tim admits . “ Global wealth has been studied much more extensively in recent times , and the numbers researched by companies such as Credit Suisse and Wealth-X point to the fact that the industry clearly is not addressing this huge potential revenue stream .”
Barco Residential feels that one of the main challenges has been that the industry has traditionally had more of a technology and product focus , rather than an experience focus and due to that has struggled to connect with the architectural and design community .
“ Most often the CI angle comes in when most of the important decisions in a project have already been made , and people are just looking for quotes from technology integrators ,” Tim observes .
“ New Media Art provides a great opportunity to start to change that . Art is a major focal point for ultra high net individuals , with more investment being directed toward art than towards luxury cars , for example . Major art events like Art Basel in Switzerland and Miami both feature in the top 10 events that attract private jet travel – another popular indicator .”
So what is the value proposition Barco Residential and NIIO feel they can offer the custom integration industry ?
“ Barco Residential and NIIO offer the ability to create custom architectural digital canvases using a variety of the highest quality display and projection technologies , integrated with a cloud-based platform to manage , distribute and display moving images and new digital art forms ,” answers Tim . “ Barco Residential is uniquely positioned for this and there is an amazing potential for the industry here to get in front of these types of target clients by making integrators more art-savvy . If we could do this on a larger scale , this could change the industry !”
Keeping up its side of the partnership , NIIO provides a comprehensive cloud-based platform for artists , galleries , collection owners and curators to store , manage and securely distribute multi-format moving images and digital artworks , ranging from 4K video art , to VR . These tools are available for free through a proprietary cloudbased platform and include a collection management tool , robust distribution hub and a 4K ArtPlayer that can turn any screen or projector into a dedicated , continuous art installation .
“ There is the opportunity to upsell on existing installations , yes , but the bigger vision is a new category of visual installs within homes ,” adds Rob Anders , NIIO co-founder . “ With New Media Art , walls become digital canvases , which is so much more than just offering a better home theatre experience – and it will also ultimately support the entire ecosystem . With more ‘ canvases ’ in the home , the artists will create more and more to be experienced there ; ultimately content is king . “ Our homes , from a design perspective , are largely static ,” he continues . “ They are renovated beautifully and then often stay the same for long periods of time . By replacing a nice , well-designed feature wall with a ‘ living wall ’ that can deliver immersive , changeable experiences connects home-owners to an ever-growing collection of video and media art from a global network of artists , galleries and museums – the opportunities are endless . Even more so when this becomes part of the connected smart home ecosystem whereby voice activation or perhaps your own personal state of emotional wellbeing will directly change the walls .”
“ For the artist , the ability to use any shape or size digital canvas to create their art offers nothing less than artistic freedom , the value of which cannot be overestimated ,” Tim concurs .
“ It becomes very different when the art itself is digitally experienced and thus is dependant on the core competencies of installers : display technology , cabling , playback and control systems ,” Tim considers . “ And again , because it ’ s digital art , there is greater desire for collaboration between the architects / designers , as this is a true convergence of their respective skillsets ; their joint efforts will truly deliver the unique immersive experience that is sought .
“ Since Barco Residential has become more involved with New Media Art , the architectural and design worlds are becoming interested and are also starting to reach out proactively to learn more about how we can collaborate closer ,” Tim points out . “ It quickly becomes obvious to private collectors , galleries and artists alike that having a technology-savvy partner that can manage all of these aspects , with a unique understanding of the New Media Art world and its opportunities and challenges , is very valuable . And this role is not being fulfilled today , creating a great opportunity for the CEDIA channel .”
So what ’ s next for integrators that want to take advantage of this opportunity ? Barco Residential and NIIO are currently discussing this opportunity with key custom integrators that are ready to drive this initiative forward . At the same time , Barco is working with professional associations like CEDIA to create educational programmes for interested CEDIA members , as well as working with leading New Media Art galleries and artists , which should in turn generate customer awareness and industry interest .
Barco Residential is confident that its offering with NIIO can help take the CI industry to a whole new level , effectively becoming a ‘ curator of experiences ,’ rather than simply a provider of technology products and services .
“ New Media Art is an exceptional way to kick-start that revolution and represents not only a business opportunity in itself , but also a way to reach many more high net worth individual customers , while enhancing all other aspects of our business as well .”
10th-11th May 2017 , Sandown Park , Surrey . Sponsored by March 2017 | 17