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ArtTech - A Trend for the Future
05/10/2023
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ARTTECH is a topic that has been receiving increasing attention, especially recently. Experts predict that ArtTech is the FUTURE TREND, representing the intersection of art and technology to provide unique, creative, and immersive experiences for participants. This trend is expected to continue opening up new opportunities, driving growth in the fields of art and technology, and having powerful applications across various industries and sectors.
What is ArtTech?
ArtTech (Art and Technology), the integration of art and technology, is a rapidly growing field. Many people mistakenly think of ArtTech as simply applying digital tools to art. However, ArtTech goes beyond that; it uses technology to create unique interactive art experiences that offer vivid, immersive encounters and leave a lasting impact on viewers. ArtTech often includes a combination of fields such as digital art, multimedia design, virtual reality (VR), artificial intelligence (AI), augmented reality (AR), NFTs, Robot Art, Virtual Human, Interactive Art, real-time graphics, generative art, and other technologies to produce innovative and unique artistic experiences.
According to Dr. Dong Su Yi, Deputy Head of the Communication Design Department at UEH (formerly Global Creative Director at Ogilvy & Mather), ArtTech plays a crucial role as a convergence point between artistic creativity and technological advancement. History shows that pioneering innovators with progressive visions, such as Nam June Paik, who made groundbreaking contributions to video art, predicted this integration of ArtTech. Similarly, Steve Jobs, renowned for merging aesthetic design with technology, demonstrated that the pinnacle of technological progress lies in its intersection with art. The future trend is the blending of art and technology.
ArtTech provides immersive and creative experiences through its unique combination of art, philosophy, and science. In addition to leveraging the creative power of art to explore, challenge, and expand the boundaries of technology, ArtTech also fosters profound reflections on the nature and value of art, using science and philosophy to create new perspectives on art. This opens up limitless potential in art, offering new creative opportunities and challenging traditional notions of art and technology. Therefore, investing in education in the ArtTech field will prepare a new generation to innovate and contribute to advancements in art, rather than merely enjoying it.
The immersive digital art installation “Floating Flower Garden” at the Tokyo Art Museum (Japan)
Machine Hallucination – NYC, A/V Performance, Exhibition, Installation New York, USA, 05 Sep 19 – 05 Feb 20
Yayoi Kusama, Infinity Mirrored Room – The Souls of Millions of Light Years Away, 2013. Wood, metal, glass mirrors, plastic, acrylic panel, rubber, LED lighting system, acrylic balls, and water, 287.7 × 415.3 × 415.3 cm. Courtesy of David Zwirner, N.Y.
ArtTech has achieved several notable advancements recently. Interactive art using AR/VR allows viewers to engage with and interact with artworks. Additionally, digital sculpture, employing CNC (Computer Numerical Control) technology and 3D printing, has enabled artists to create complex, detailed sculptures with high precision. Moreover, modern live shows and art events often incorporate lighting, sound, digital imagery, and technical effects to create immersive and vibrant experiences for audiences.
For example, the 2023 Asian Games, taking place in Hangzhou (China) from September 23 to October 8, 2023, has utilized ArtTech to offer a unique sports experience. By integrating art and technology, the event has become more engaging for spectators through the use of big data, artificial intelligence, and virtual reality. Representative avatars can move, jump, and participate in the “Hangzhou Games” Metaverse, where they interact with the Asian Games mascot in virtual sports games. Athletes and visitors can access automated ice cream trucks, selecting from a variety of flavors like butter, peach, and vanilla simply by waving their hand. Photo booths equipped with 140 small cameras create innovative 3D avatar images for visitors in just 5 to 8 minutes.
The avatar of a table tennis player with the mascot Lianlian in the Asian Games 2022 Metaverse
ArtTech is becoming a global trend with four prominent branches.
One is Interactive Installations, with the philosophy of “expanding multisensory experiences.” Art installations are becoming increasingly interactive. By using sensors, artificial intelligence, and virtual reality, ArtTech creates interactive experiences that push the boundaries of traditional art.
Two is Virtual Art Galleries. In the digital world, geographical barriers are being broken down. Organizing online exhibitions and virtual art galleries provides artists with a platform to integrate global perspectives, as artworks and exhibitions can be accessed and shared worldwide via the internet, removing limitations related to geography and time. This promotes diversity and creativity in art, enabling artists to interact with audiences internationally more easily than ever.
Three is NFTs (Non-Fungible Tokens). NFTs are reshaping the value of art in the digital realm. They authenticate the value of digital artists and bring a sense of reality to virtual artworks.
Four is AI-Created Art. AI-generated art challenges the essence of creativity itself. It blurs the lines between human imagination and machine precision, creating works that can achieve infinite accuracy and creativity.
In Vietnam, ArtTech has recently seen significant growth in various fields such as marketing, advertising, communication, event organization, performing arts, and the entertainment industry. Art organizations and businesses have begun investing in and supporting ArtTech projects, creating opportunities for artists and technology developers to develop creative ideas. For example, the series of exhibitions “Đủ” (Enough), “Lit – Bật sáng” (Lit – Turn On), and “Dưới Ánh Mặt Trời” (Under The Sun), organized by Sunlife Insurance Company, showcase a unique combination of art and digital technology. Additionally, Vietnamese visual artists have collaborated to create a digital art museum called Sốnglab, covering over 1,000 square meters in Hue. This space combines technology, art, entertainment, and education, offering visitors unique experiences while providing a vivid view of local culture. More and more digital artists are using technology to create digital artworks, from digital painting to 3D sculpture and VR/AR art. NFTs have also started to attract the interest of artists and drive the development of NFT art in Vietnam. In line with this trend, UEH University is developing and plans to launch a specialized ArtTech training program in the near future.
In summary, ArtTech is truly a future trend with the potential to offer many development opportunities in the field of art and creativity, across various industries both globally and in Vietnam. We look forward to seeing many exciting developments from the “Art” and “Tech” duo in the near future.
ArtTech Fusion 2023 (ATF) will take place from October 13th to 15th, 2023, at UEH’s campuses A, B, and V. ArtTech Fusion 2023 features 16 exhibitions, 5 seminars, and 1 interactive performance. The event aims to apply ArtTech as a tool to address social and industry issues through education and research to enhance the quality of life. Additionally, it serves as a platform to encourage innovation and inspire artistic action towards sustainability.
University of Economics Ho Chi Minh City – School of Media Design
