This Meta-backed project lets you take virtual photos inside a painting

The company worked with Berlin's Alte Nationalgalerie and production studio Makemepulse

Published On
Jan 20, 2022

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Meta is backing an immersive photography project for a Berlin art gallery that lets visitors enter a painting virtually and take their own photos "inside" the artwork. 

"Magical Reflections" is a VR/XR experience which aims to transform artworks at the AlteNationalGalerie Berlin into virtual photography hotspots. Visitors can enter a 3D gallery online showcasing multiple works of artist Johann Erdmann Hummel all on display at the gallery. They step inside one artwork, "The Granite Dish," navigate a defined area of the painting and using virtual photography, take a snapshot and share on Facebook. 

The gallery also allows visitors to zoom in for a closer look and rotate the camera to experience the piece in multiple angles, often with subtle changes of light depending on the angle, as if in a real-life gallery. As well as the online experience, a virtual reality version of the experience using Oculus VR technology is also available.

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The experience is inspired by the virtual photography movement that started out in video games as a way to get players to share screenshots of a game on social media and get it trending. In "Magical Reflections," the idea is that it allows the visitor to observe the piece from a different perspective and then share it on social.

Meta worked with digital production studio Makemepulse on the project and consulted with photographers Charmaine de Heij and Daron Bandeira and VR artist Sara Lisa Vogl on their perspectives on the artwork.

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"The arrival of Meta has born a newfound digital culture, one in which provides very exciting possibilities," said Nicolas Rajabaly, co-founder & chief creative officer at Makemepulse, in a statement. "'Magical Reflections' not only allows us to create an immersive experience for a national gallery, iconic artist and world famous artwork, but also to integrate a sharable, social element with the fusion of virtual photography."

“This project shows all that is possible on the way to the metaverse, a series of virtual spaces where we can experience things together with other people," added Christina Keller, director Creative Shop Central Europe, Meta. "Building experiences towards the metaverse in partnership with a wide range of stakeholders, including cultural institutions and artists, is important to make sure that we include diverse perspectives to make this vision a reality.” 

Credits

Date
Jan 20, 2022
Client :
Meta/Alte Nationalgalerie Berlin
Digital production studio :
makemepulse
Executive Creative Director :
Nicolas Rajabaly
Chief Technology Officer :
Antoine Ughetto
Head of Production :
Gregory Bruneau
Executive Producer :
Norra Abdul Rahim
Producer :
Juliette Desbois
Art Direction :
Romain Passelande
Art Direction :
Thomas Rousset
3D Artist :
Agathe Girard
3D Artist :
Anthony Metic
3D Artist :
Jérome Levilly
Developer :
Florentin Monteil
Developer :
Pierre Lepers
Developer :
Julien Vasseur
Developer :
Emmanuel Durgoni
Developer :
Christophe Massolin
Music and Sound Design :
Press Play on Tape

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