AllofUs has created a new web-based app for the Serpentine Galleries in order to engage visitors with a unique interactive experience. The Serpentine Galleries rank amongst the most popular art venues in London, and have been hosting all manner of contemporary art exhibitions for more than 45 years now. The former tea pavilion was opened by the Arts Council of England in 1970. The Gallery was originally conceived as a place to show the work of emerging artists, particularly from the UK and its regions, but evolved over the years to become something altogether more far-reaching and ambitious, whilst still retaining that primary focus on forward-thinking British art.
“This is an exciting opportunity to merge the advantages of new technologies with the unique experience of seeing Art in its physical form”
The platform is launching to coincide with the opening of the Serpentine Summer Season of events, which includes exhibitions from Alex Katz and Etel Adnan, and the Park Nights live events, as well as the Serpentine Pavilion, which this year was conceived by BIG and its founder/namesake Bjarke Ingels. The app gives visitors an interactive gallery experience by offering them access to a wealth of additional content from the Serpentine’s curators tailored to current exhibitions. The bespoke content includes video, interviews and editorial designed to give visitors expert guidance and insight to each exhibition. The platform is accessed by visitors via exclusive use of the WiFi network at the Serpentine.
The 2016 Serpentine Pavilion
Orlando Mathias, Co-Founder of AllofUs, said: “This partnership with the Serpentine is just the beginning of an exciting opportunity to sensitively merge the advantages of new technologies with the unique experience of seeing Art in its physical form. We are very privileged to be working with the world’s top curators and artists to develop this new platform and look forward to building upon its first release.”
“The app will host a range of exclusive content and provide visitors with the opportunity to engage directly with past and current exhibitions”
Rose Dempsey, Head of Communications of Serpentine Galleries, said: “We are excited to be working with AllofUs to develop new mobile tours to engage with visitors digitally when visiting the galleries. The mobile tours will host a range of exclusive content and provide visitors with the opportunity to engage directly with past and current exhibitions, digital commissions and other public programmes with contributions from artists, architects and curators. They will serve as an essential link between Serpentine Galleries and its audience, guiding visitors between the Serpentine Gallery, Sackler Gallery, and Pavilion.”
The roots of the platform stretch back to 2015, when the Serpentine received funding from Bloomberg Philanthropies for the creation of a “Digital engagement programme to support the next generation of Serpentine artists and audiences, with a focus on increasing the interactive experience of their onsite visitors.” AllofUs won the brief to create an innovative new visitors’ web app for the Serpentine following a pitch earlier this year, as part of that funding.