ArtTech Fusion 2024

ARTTECH FUSION 2024:

WHEN CUTTING-EDGE TECHNOLOGIES INTERSECT WITH ART TO ENRICH LIFE

From October 22 to 24, the grand festival of the creative art and technology community, known as ArtTech Fusion, successfully took place at the University of Economics Ho Chi Minh City (UEH). Cutting-edge technologies such as NFTs, artificial intelligence, post-digital design strategies, visual programming languages, and real-time interaction were intertwined with art to unlock their value for a sustainable future!

The international event series, ArtTech Fusion 2024 (ATF24), themed “New ArtTech For Future Generations,” was organized by UEH in collaboration with 15 universities worldwide. Held from October 22 to 24, 2024, the program attracted over 4,500 participants, including experts, scientists, businesses, artists, government officials, lecturers, and students passionate about ArtTech from both Vietnam and abroad.

Special panel discussions decoded the integration of ArtTech for a sustainable future

Blockchain and Art Commercialization: Decoding the Bubble Cycle

In recent years, NFTs have become a global sensation! NFT stands for Non-fungible Token, which essentially refers to a type of digital asset stored on a blockchain. This can take the form of artwork, music, video clips, or even video games. What sets NFTs apart is that each one has a unique identifier and is exclusively owned by a single individual. Nowadays, NFTs are often traded using cryptocurrencies, though they can sometimes be purchased with USD.

Blockchain and NFTs have ushered in a new chapter for the “billion-dollar” art industry, enabling artists to connect directly with their fans, eliminating intermediaries, and increasing transparency in transactions. However, the rapid growth of the NFT market also raises numerous questions about the sustainability and true value of these digital assets.

In their presentation, Professors Alvaro Barbosa and Daniel Farinha from the University of Saint Joseph, Macau, shared insights into the latest trends in applying Blockchain technology for trading NFT artworks. The speakers analyzed how NFTs have gone through the “hype cycle” (based on Gartner’s model), discussing whether this trend is currently at the “Peak of Inflated Expectations,” the “Trough of Disillusionment,” or the “Plateau of Productivity.”

Initially, NFTs garnered significant attention with multi-million-dollar deals, causing a frenzy in the market. However, skepticism soon emerged as many began to question the legality and intrinsic value of NFTs. Currently, the market is gradually stabilizing and entering a more mature phase.

The professors provided concrete examples of notable NFT projects in the art world, such as the Bored Ape Yacht Club, analyzing their successes and limitations. They also explored potential applications of NFTs in copyright management, ownership certification, and legal documentation. Furthermore, the presentation delved into legal and ethical issues surrounding NFTs, such as the automatic licensing feature, speculation, and counterfeiting in the market. The challenges and opportunities that NFTs present for the creative industry and the art world were thoroughly examined.

Professors Alvaro Barbosa and Daniel Farinha (University of Saint Joseph, Macau) presented the latest trends in applying Blockchain technology to commercial NFT art exchanges.

Post-Digital Design Strategies in Media Art

Prof. Martin Kaltenbrunner (University of Arts Linz, Austria) offered an insightful and ambitious perspective on the future of media art in the post-digital era. He explored how modern design methodologies, emerging after the digital boom, are being applied in creative and artistic practices in Austria. In parallel, Prof. Kaltenbrunner introduced the concept of “postdigital design,” a novel approach to creating media artworks that blend digital technologies with traditional craftsmanship. He emphasized the importance of balancing the sophistication of handcrafted techniques with the power of digital tools in the creative process. A key focus of his presentation was the role of “tangible objects” in post-digital media art.

Additionally, Prof. Kaltenbrunner discussed how physical objects can be integrated with interactive technologies to create multisensory experiences for audiences. He illustrated the potential of this approach using examples from his notable art projects, such as the Reactable, demonstrating how physical-digital integration can enhance the depth and engagement of artistic expressions.

Prof. Martin Kaltenbrunner (University of Arts Linz, Austria) provided a profound and ambitious perspective on the future of media art in the post-digital era.

Digital Art – Unraveling the Art Infusion Effect between Artificial Intelligence and Art

In his presentation, Prof. Carsten Baumgarth (Germany) decoded the mystery behind the intersection of artificial intelligence and art, offering insights into the impact of AI on digital art. The Art Infusion Effect is an almost classic concept in product design, marketing, and brand management. This effect has been validated through numerous empirical studies, demonstrating that integrating art into product design, packaging, and advertising automatically leads to more positive evaluations of the product or brand. However, today, art is increasingly being created digitally and, in some cases, entirely by Artificial Intelligence (AI).

Prof. Baumgarth’s presentation showcased the latest findings from a series of studies on the impact of AI-generated art on product and brand perception. Can AI-generated art produce the same infusion effect as traditional art? Do consumers react differently to products and brands that utilize AI art compared to art created by human artists?

These questions were at the core of his exploration, aiming to understand how the rise of AI in creative processes may influence consumer behavior and brand loyalty in the digital age.

Prof. Carsten Baumgarth (Germany) unraveled the mystery behind the intersection of artificial intelligence and art, providing insights into the impact of AI on digital art

Shaping the Future: Nurturing Pioneer Interdisciplinary Creators in the Art Technology Field

Prof. Zhiyong Fu (Tsinghua University, China) outlined the future direction for nurturing and training the next generation of interdisciplinary creators in the field of art technology. The professor shared valuable insights on training multi-disciplinary talent capable of driving innovation through the intersection of art and technology. With extensive teaching and research experience, Prof. Fu focused on three main areas: (1) building a multidisciplinary art-technology education system, (2) integrating creative practices into university curricula to enhance innovation capabilities, and (3) combining design with future research to establish interdisciplinary professional orientations.

The presentation offered a comprehensive view of the model for training creative, interdisciplinary talent, based on the integration of interdisciplinary education, creative practice, and future research in design. It provided inspiration and practical lessons for higher education institutions in fostering a new generation of talent, ready to address the global challenges of sustainability.

Prof. Zhiyong Fu (Tsinghua University, China) outlined the future direction for nurturing and training the next generation of pioneering interdisciplinary creators in the field of art technology.

Collaborating to Build an ArtTech Community Aimed at Solving Sustainability Issues

Assoc. Prof. Trịnh Thùy Anh (UEH), along with international professors and experts including Prof. Andrea Giansanti (Italy), Prof. Filipa Martins (Macao), and Prof. Martin Kaltenbrunner (Austria), discussed the necessity of collaborating to build an ArtTech community focused on addressing sustainability issues. The discussion centered around how the ArtTech community in Vietnam is collaborating to develop technology-driven art solutions to tackle local sustainability challenges. Additionally, the application of technology in art in Italy and Macao was explored as part of building ArtTech communities, with a focus on creative solutions to address sustainability challenges.

PGS. Trịnh Thùy Anh (UEH) cùng các giáo sư, chuyên gia quốc tế gồm GS. Andrea Giansanti (Ý), GS. Filipa Martins (Macao), GS. Martin Kaltenbrunner (Áo) thảo luận về sự cần thiết của hợp tác để xây dựng một cộng đồng ArtTech hướng đến giải quyết các vấn đề bền vững

Series of Discussions and Workshops on Technology and Art

As part of the program, 10 successful special sessions were held, featuring leading experts in ArtTech application both from Vietnam and internationally, including Prof. Andrea Giansanti (Pantheon Institute of Technology and Design, Italy), Dr. Nurul Hanim Romainoor (University of Science Malaysia), Assoc. Prof. Alexandre Lobo (University of Saint Joseph, Macao), Prof. Filipa Martins (University of Saint Joseph, Macao), Dr. Nguyễn Quỳnh Như (Quỳnh Paris), Curator Ace Lê – Founder & Director, Lân Tinh Foundation, Mr. Đông Hồ – Director of Fomalia XR Studio, and many experts from art, media, and technology organizations such as Samsung Vietnam, Harper’s Bazaar Vietnam, and Art Republik.

The sessions focused on hot topics such as strategic directions for applying ArtTech in creative fields, ethics and copyright issues in AI-driven creation, trends in digital art for cultural preservation, building a sustainable art market, ArtTech applications in smart cities, storytelling in game design, virtual reality and interactive technology applications, AI and virtual models in fashion, and creativity in art and user experience design. Other experts also discussed sustainable approaches to the art market in the context of increasingly widespread technology applications.

Dr. Trịnh Tú Anh (UEH) presented at the special session on the topic: “ArtTech & Smart Cities.”

Prof. Andrea Giansanti (Pantheon Institute of Technology and Design, Italy), Mr. Lê Gia Phong (Co-founder of Future Eyes Company), Dr. Irina Shchemeleva (Harbour Space University, Spain), Ms. Maria Quero (Arts University Bournemouth), and Mr. Nguyễn Khoa Mỹ – President of the Vietnam Public Relations Association (VNPR) discussed at the special session on “AI Creativity: Ethical Dilemmas and Copyright Challenges.”

The speakers took a commemorative photo at the special session on “A Sustainable Art Market: Opportunities & Challenges.”

The series of workshops opened up many fresh and exciting approaches, focusing on the application of technology in fashion design, exploring local cultural inspirations in communication design, using artificial intelligence to create urban sounds, and delving into interactive digital storytelling and interactive art.

The workshop “Wishing Tree and Interactive Art” opened up many new and exciting approaches to the application of technology in art.

The series of 05 parallel sessions with 22 research papers on diverse topics included:

ArtTech – Global trends and potential applications.
ArtTech Experiences.
Human-centered ArtTech and its social impacts.
ArtTech addressing sustainability issues.
ArtTech for sustainable education.

The experts and authors of the research papers presented at the parallel sessions.

Sharing Global Knowledge with the Book Publication “Fusing Art and Technology: Co-Creating Futures for New Generations”
This book compiles the insights shared by speakers from keynote presentations, special sessions at ATF24, and research papers from scholars and researchers both locally and internationally. The book is expected to be published in March 2025 by IGI Global (USA).

A Colorful Exhibition Series Introducing Diverse Cultural Spaces
The “UEH & Saigon Culture” space illustrates Saigon through the lens of UEHers. Here, the cultural beauty of Saigon is brought to life through images of familiar foods like bánh mì, cơm tấm, bánh cuốn, Saigon beer, small sidewalk cafes, and the Vietnamese people. Famous landmarks, the rhythm of life in Saigon, its people, and the distinctive Saigon mindset are portrayed through glimpses of time, reflecting the city’s historical development journey.

Students experienced and scanned the Instagram app to view augmented reality-integrated artworks at the exhibition “UEH & Saigon Culture” – a collection of AR-integrated artworks created by students from the Communication Design Department, Class 48.

The beauty of the people and life in Vietnam is also vividly portrayed through the colorful virtual reality (VR) artworks by artist Minh Hằng. Viewers are immersed in a beautiful natural space where humans and nature coexist harmoniously, reflecting a belief in a brighter future. These artworks are not only pieces of art but also deep and emotional stories, evoking pride in one’s homeland.

Participants experienced the VR Art Exhibition.

ATF24 not only celebrates Vietnamese culture but also brings together artworks from students of universities around the world, including Thailand, Macau, China, Taiwan, and South Korea. Each collection tells a unique cultural story from the perspective of the students, creating opportunities for learning, helping viewers gain a deeper understanding of the diversity and beauty of the world.

Viewers explored artworks created by students from universities in Thailand, Macau, China, Taiwan, and South Korea.

The collection “Dream Weaving for Thousands of Years” reenacts the historical depth and connection of the Silk Road. By blending traditional art with modern technologies such as projectors and Leap Motion, the artwork creates a unique visual and interactive experience, reminding viewers of the crucial role that historical landmarks played in cultural and commercial exchange.

The “Dream Weaving for Thousands of Years” exhibition reenacts the historical depth and connection of the Silk Road.

The immersive sound exhibition “OTO Sonics” resonates with magical sounds, taking viewers on a mystical journey. The sounds of wind, ocean waves, and crackling fire blend together, creating a symphony that connects humans with nature.

Lecturers and students experience the immersive sound exhibition “OTO Sonics”

The NFT exhibition, where digital art pieces are showcased with dazzling lights and vibrant sound. Each artwork is a journey of exploration, inviting the audience to immerse themselves in the modern art space.

Students visit the NFT exhibition from the University of Saint Joseph (Macau) at Campus A and B

The exhibition features the smart AI chatbot named Lexy. Lexy is not just a search tool but a symbol of the integration between humans and technology, raising intriguing questions about the boundary between human creativity and machine intelligence.

Students ask questions to the AI chatbot Lexy

Students experience the M(a)IRROR exhibition, an artificial intelligence (AI) application that transforms the viewer’s real image into works of art

Dr. Paulo Cesar Teles (USJ) is the creator of the glowing tree exhibition – Wishing Tree

The artwork “I Cloud ☁️” by artist Nguyễn Thành Nhân is exhibited at Campus B

Impressive Art Night

The interactive art performance night (Tangible Performance) was an unforgettable event, where the soothing melody of the piano and tangible music from the sensor control board blended seamlessly with colorful costumes, creating a vibrant space that merges technology and art. Through creativity and innovation, the artists presented works that left a personal imprint by utilizing advanced technologies such as Reactable to create tangible music melodies. The interactive effects generated by TouchDesigner, a visual programming language, produced impressive lighting and visual effects, harmoniously combined with sound and dance. A special highlight was the appearance of live, real-time interactive performances, where artists created and performed directly in front of the audience. Each moment was unique and irreplaceable, forging a strong connection between the performer and the audience. Each performance told a unique story, evoking emotions and inspiring the viewers.

The fashion performance combined with TouchDesigner interactive effects depicted the journey of Earth’s development in the confrontation between technology and nature.

The LEXY AI Fashion Show performance illustrated how technology can transform fashion, enhance quality of life, and shape the future

Austrian artist Enrique Tomás performed the piece Birth – The Origin, exploring the cosmic origins and the evolutionary journey.

Professor Martin Kaltenbrunner (Austria) performed the piece Mysterious – Reactable, unraveling the mysteries of the galaxies and telling the story of stars through tangible music

Artist Datu Arellano (Philippines), using electronic instruments and two dancers, Miniphantom and Vinh Quang, presented the piece Reborn – Wonderpole, symbolizing the rebirth of the Earth and the positive energy forces

15 international partner universities co-organized the series of programs:

Saint Joseph University (Macau)
Pantheon Institute of Design & Technology (Italy)
Kwangwoon University (South Korea)
Universiti Sains Malaysia (Malaysia)
University of Arts Linz (Austria)
Tsinghua University (China)
Berlin School of Economics & Law (Germany)
Xi’an Academy of Fine Arts (China)
Singapore University of Design and Technology
University of Campinas (Brazil)
Harbour Space University (Spain)
Bournemouth University (United Kingdom)
National Taiwan University of Technology (Taiwan)
Chulalongkorn University (Thailand)
National Yunlin University of Science and Technology (Taiwan)

The success of the program would not have been possible without the support of our sponsors and supporters. The ATF24 organizing committee extends sincere thanks to our sponsors: Diamond sponsor Samsung, Gold sponsor Chicilon, and media sponsor HTV (Ho Chi Minh City Television), Lân Tinh Foundation; along with our Silver sponsors: Unigons, Designer Quỳnh Paris, Designer Ada Anh Trương, Designer Phan Huân Bin, Designer Phan Bá Tài, Designer Trần Thị Yến, Designer Đỗ Phan Trà My, Designer Đặng Ngọc Vân Anh, ATIM Law Firm, Diamond Brand Academy, Vietnam Cultural Heritage Conservation Fund, and Model Trainer Trịnh Thị Vân Anh; Bronze sponsors: VB Studio, Kya Jewel, Nguyen’s Art Garden, Richfield Global Logistics, and Brother Vietnam Industries Co., Ltd.

Here are some other images from ATF2024:

Prof. Dr. Nguyễn Đông Phong – Chairman of the University Council of the University of Economics Ho Chi Minh City delivered the opening speech for the ATF24 series.

Speakers and participants took a commemorative photo at the conclusion of the special session “ArtTech Revolution in the Entertainment and Cultural Heritage.”