RapidBlog: Technology in Art, by Andrew Rushmore

Andrew Rushmore works in Digital Strategy and Analysis at Agent X, a a full-service, digital and experiential agency that specializes in brand development through research, strategic planning, branding, design and interaction.

Art is an integral aspect of the existence of humanity. It’s one of many elements that make us unique. Self-expression and creativity have been a way of life throughout our existence, from drawing on caves to the statue of David, and yes, even art made out of Red Bull cans. As we grow into a highly technologically advanced civilization, it’s no surprise that art and technology find fusion together; in many ways, they’re perfect matches for self-expression.

My personal interest in technology and self-expression drives me to be a fan of high-tech art installations, a few of which I will share with you today. As a futurist, I’m always looking at what tomorrow will bring us. As an artist in my own time and a strategist professionally (photography / strategy), I find that technology opens new spaces for me to explore. Nothing is more true with technology overall, where we are now seeing a multitude of canvases opening to us that haven’t been present before (or reshaping how we address the spaces we use for art).

Take architecture, for example. it’s likely you have experienced a building that you had to stop and stare at, in awe of the design. Yet most buildings we take for granted and we walk on by without a second thought. With a new form of art called “building projections,” it becomes very hard not to stop and stare and the spectacle before us.

A recent example of this art form comes from Deadmau5, an electronic music artist. Deadmau5 recently worked with Nokia to produce one stellar show to promote the Lumia 800. This specific promotion was held in London. I am well aware that many people consider art used in marketing to lose value, but being in marketing, you can bet where I stand -- respectful of all interpretations, but in love with art forms such as these. (Check the video below.)



The evolving nature of our understanding of technology allows us to think with more than just a flat cover of paint. It allows us to look into what is being coined as “4D” projections. (Now if any physicists are reading this, I didn’t name it, and I’m not sure that’s the ‘official fourth dimension.') These projections are so real, we can think a building is falling apart or surging with electricity and music. (Be sure to watch the Peugeot Motion & Emotion Show video below for different visuals.)

Even the world of street art (to some, ‘graffiti’) has begun to evolve. Following in the traditions of those before him (including Pablo Picasso), Aïssa Logerot leveraged technology to produce his famous “halo” concept art. By attaching LED lights to custom made “spray paint” bottles, Logerot was able to produce light paintings that had the reflective elements of street art and graffiti, without having to deface any buildings. The Halo project has become very well known in the last year or so. While more of an artist’s statement, there are now DIY projects online to follow in his footsteps (I have. It’s a lot of fun -- try it!)

As human civilization grows and expands, so will our art. Through my years working at Agent X, I have come to appreciate the value in producing such meaningful experiences for a brand. Allowing brands to help pioneer these spaces makes room for artists to explore new alternatives and continue the growth cycle of art and technology. I don’t know about you, but I can’t wait to see what the next 10 years bring us. It’ll be a great show.

Check out the links below for more information, or you can find me online:
[email protected] //Twitter @andrewrushmore

Further Reading/Watching:
ArtStreet: an app that allows you to ‘tag” anything with your smart phone.
Peugeot Motion & Emotion Show: another great example of building projection in the ‘4thD’.
‘Laser murals’ by a creative shop, Dentsu London.
iPad light painting app, by the same shop, Dentsu London.