Artists Elmgreen & Dragset invite viewers into virtual world powered by Aurasma

The tradition of viewing art is set to be transformed with today’s launch of radical interactive content to accompany the new commission by Elmgreen and Dragset for the Fourth Plinth in London’s Trafalgar Square.  In collaboration with s[edition], the leading digital platform for collecting contemporary art, the Scandinavian artistic duo invites visitors to experience the sculpture in the virtual world using augmented reality.

For the first time, visitors can further engage with the Fourth Plinth commission, which is funded by the Mayor of London with support from Arts Council England. They will be able to access exclusive content via the s[edition] iPhone app, powered by Aurasma, the world's leading augmented reality platform, and using the Aurasma app for smartphones. When devices are pointed at the sculpture’s plaque, users will receive a three-dimensional rendering of the sculpture, along with unique footage of Elmgreen & Dragset presenting their work.

The artists have also collaborated with s[edition] to create a digital limited edition artwork celebrating the commissioned sculpture. Designed to be viewed on digital devices from iPhones to televisions, the limited edition features a unique digital rendition of the bronze sculpture on the plinth. To commemorate the unveiling, s[edition] will offer members of the public the chance to own one of 5,000 limited editions, worth £35 each, for free before 5pm GMT on Friday 23 February 2012.  The editions are limited to one per person and can be accessed via the s[edition] website: www.seditionart.com/elmgreen_and_dragset/powerless_structures

Michael Elmgreen said: “The internet has created possibilities for experiencing artworks in a totally different way. You do not need to be there in a physical sense at the location to actually get an impression of the work. So it broadens the possibilities to reach other audiences apart from the people in Trafalgar Square.”

Ingar Dragset stated: “When we developed the sculpture itself in a 3D format, we used the computer as well as a tool. It is a big part of most artists’ working process. What you see with our s[edition] limited edition is the computer manipulated sculpture turning around, with the blue sky in the background, and it loops endlessly.”

Robert Norton, co-founder and CEO of s[edition], said: “It is thrilling to be partnered with Elmgreen & Dragset and Aurasma on such a groundbreaking initiative.  This is the first time we have seen major artists  bring the physical and virtual worlds together using augmented reality powered by Aurasma, and we believe it will pave the way for the future.”

Martina King, Managing Director of Aurasma, said: “This ground breaking collaboration with s[edition] brings digital art to 3D life, augmented into the real world.  People will be able to use the simple tools in the app to add a 3D model of the artwork to their homes, offices gardens – even the street.  We’re delighted to see Aurasma’s unique technology being used to change the way people see and interact with art using their mobile devices.”   

Commissioned by the Mayor of London and supported by the Arts Council England, Elmgreen & Dragset’s new sculpture for the Fourth Plinth was unveiled on 23 February 2012 in Trafalgar Square, London. Entitled Powerless Structures, Fig 101, the artwork features a 4.1m high golden bronze sculpture portraying a boy on a rocking horse with his right arm thrust high in the air. Powerless Structures, Fig.101 is supported by AlixPartners with Louis Vuitton.

The Mayor of London Boris Johnson said: "The year that we host the greatest show on earth is an unprecedented opportunity to celebrate London's status as a globally renowned cultural capital. Elmgreen & Dragset have created a gleaming sculpture for the Fourth Plinth, which will be a high profile attraction during a summer like no other - with its nod to equestrianism I hope it augers well for medal glory at the 2012 Games!"

Available for iPhone and Android smartphones, Aurasma uses advanced image and pattern recognition technology to seamlessly blend the real world with interactive digital content called “Auras”.  Auras can be created for images, objects and physical places. Users can even use the simple tools in the app to create and add their own Auras to the world. A 3D version of Powerless Structures, Fig 101 will be available on the Aurasma platform for users to place into the real world, view and share.

www.seditionart.com

www.fourthplinth.co.uk