DIGITAL TRANSFORMATION IN CONTEMPORARY VISUAL ART EXHIBITIONS (VAE): A COMPARATIVE CASE STUDY

This study investigates the digital transformation of contemporary Visual Art Exhibitions (VAE) through a comparative case study analysis of five international and local venues. VAEs are clearly moving away from the traditional "white cube" model, which focuses on objects, and towards interactive, technology-driven, and user-focused experiences. This study aims to analyze the digital technologies used in selected contemporary VAEs and find similarities and differences in their implementation. The research uses a case study approach, analyzing the data from five VAE examples to identify common patterns. The main findings reveal that all cases are using digital technologies such as large-scale projection, sensors, Artificial Intelligence (AI), and Augmented Reality (AR) to enhance the audience’s engagement and change the visitor’s role from a passive observer to an active participant. The comparison reveals that three venues (teamLab, ARTECHOUSE, and Atelier des Lumières) are technology-driven, creating fully immersive environments, while “Into the Frameless” and the 13th Shanghai Fine Arts Exhibition use technology in specific areas or as the core artistic medium. The main contribution of this study is the definition of Hybrid Reality (HR) in the context of VAE, which is described as a layered system that enhances the physical environment through computation, providing an opportunity for audience co-creation. The use of HR fundamentally challenges the traditional notions of art, raising important questions about Authorship, Authenticity, and Artistic Intention in non-linear, adaptive artworks. Future research should focus on the ongoing challenges of HR, such as the integration of multiple senses rather than just sight and sound, and the empirical validation of a specific User Experience (UX) framework for hybrid art exhibitions. Visual art exhibitions are experiencing significant evolution, a process that is accelerated by digital transformation. Hybrid reality (HR) is becoming a central element, fundamentally changing the ways in which art is experienced. Immersive technology is leading to this change, creating new opportunities for audience interaction. Projection mapping, specifically, is demonstrating its efficacy as a potent instrument in this transformation.