COMUNICADO DE IMPRENSA Julho 30, 2019

Apple offers new augmented reality art sessions

New [AR]T Walk Features Works by Leading Contemporary Artists, Curated in Partnership with the New Museum

Registration is now open for [AR]T, a series of augmented reality Today at Apple sessions and experiences around the world.
Cupertino, California — Apple today opened registration for a series of new art-based Today at Apple augmented reality (AR) experiences, called [AR]T, offered at Apple Stores around the world. The three new sessions include an interactive walk featuring works by some of the world’s premier contemporary artists, an in-store session that teaches the basics of creating AR using Swift Playgrounds and an AR art installation viewable in every Apple Store worldwide.
To create the sessions Apple invited the New Museum, a leading destination for contemporary art in New York, to select seven artists — Nick Cave, Nathalie Djurberg and Hans Berg, Cao Fei, John Giorno, Carsten Höller and Pipilotti Rist — to participate in an experiential project that is free to the public.
“Today at Apple offers a window into the creative arts made possible by our products and customers,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “We hope attendees are inspired by the incredible AR creations in the [AR]T Walk and in-store installation, and we can’t wait to see what our visitors learn to create in the [AR]T Lab.”
Nick Cave’s “Soundsuits.”
Nick Cave reimagines his iconic “Soundsuits” on the Today at Apple [AR]T Walk.

[AR]T Walk: Augmented Realities Co-Curated with New Museum

These experiential walks take participants through San Francisco, New York, London, Paris, Hong Kong and Tokyo as they encounter works by world-renowned artists, most of whom are working in AR for the first time. Works by Cave, Djurberg and Berg, Cao, Giorno, Höller and Rist connect participants to public spaces such as London’s Trafalgar Square, San Francisco’s Yerba Buena Gardens or New York’s Grand Army Plaza in Central Park.
Using AR, the artists have reimagined or invented new ways to express core themes of their art practice. Rist’s “International Liquid Finger Prayer” bounces, taunts and sings as participants race to catch a shimmering form, while Giorno’s “Now at the Dawn of My Life” is a rainbow journey of homespun wisdom, and “Through” by Höller takes viewers through a portal into a world with no perspective.
Lisa Phillips, Toby Devan Lewis director for the New Museum commented, “The New Museum has always led at the intersection of art and tech and we could not have asked for a better partner in Apple to support the fantastic visions of these pioneering artists. Augmented reality is a medium ripe for dynamic and visual storytelling that can extend an artist’s practice beyond the studio or the gallery and into the urban fabric.”

[AR]T Lab: AR Experiences

Created in partnership with New York artist, NEW INC member (New Museum’s cultural incubator) and educator Sarah Rothberg, this free Today at Apple session at all Apple Stores gets attendees hands-on with whimsical objects and immersive sounds created by Rothberg. Using Swift Playgrounds, anyone can learn how to create their own AR experiences in this free 90-minute [AR]T Lab.
Sarah Rothberg’s [AR]T Lab.
New York artist and educator Sarah Rothberg teaches Today at Apple attendees how to create their own AR experiences using Swift Playgrounds.

[AR]T in the Apple Store: Nick Cave’s “Amass”

Visitors can come into any Apple Store worldwide and experience artist Nick Cave’s AR piece “Amass.” Using the [AR]T Viewer in the Apple Store app, users can initiate Cave’s interactive installation, which takes the viewer on a journey to view and collect “Ikon Elements” and experience a universe of positive energy right in the middle of an Apple Store.
Users experience Nick Cave’s “Amass.”
Every Apple Store worldwide offers the chance to experience Nick Cave’s “Amass,” an interactive installation.
All three sessions are available beginning August 10. 

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