When will things get back to normal?

How often have you heard this disillusioned and desultory response that is accompanied by a shrug that just screams ‘i give up’. 

Any sense of normalcy left the group chat long ago. I reckon it’s time for us to stop clinging onto a hope of a return to a world that was not that great to begin with. Why would you want to return to what was ‘normal’? 

We have a chance to reflect, we have a chance to do things differently this time around. Let’s not squander it by turning our back on the future and wishing for ‘has beens’. 

The creative sector particularly loves to fondly reminisce about the before ‘normal’ times, and I understand. It is fair enough, in that world they had ticket sales, soaring visitor numbers, a financially secure future, glittering art events and exhibition openings with endless networking opportunities. Since crumbled due to covid, museums and galleries of course would be looking forward to logging off zoom, shutting their laptops and opening their doors. I have to admit I am guilty of dreaming of the day I can scurry back into a museum. 

But I have a better idea. Why not have your cake and eat it? 

I seriously can’t wait to get back into a museum, to lean into the world of another painting, to walk into a room and be welcomed back by my old friends on the walls. But after a year behind a screen and with tech providing endless possibilities, I dont know if it will be enough. 

I present to you the phygital approach to add to my glossary:

‘Phygital is the concept of using technology to bridge the digital world with the physical world with the purpose of providing a unique interactive experience for the user.’

I dream of every physical museum and gallery having a digital wing, with endless artistic possibilities in the VR realm. I want to walk through galleries and get to what I think is a dead end, but I am met with a wall that has a QR code across it, I pick up my phone, scan it, and am transported to a whole world where the exhibition I have seen unfolds before my eyes.

We live in a world with endless information and possibilities, let’s take advantage of it, and step into the phygital age.

On theVOV we ameliorate the physical, we don’t seek to replace, for many reasons but frankly, because we don’t look back. We provide behind the scenes of how the exhibition was made and curated, the stories behind the artworks from the artists themselves, events and informal, intimate discussions with curators and directors of acclaimed institutions. 

We are peeking behind the curtains of the museum and gallery shows, come take a look with us on theVOV. 

As for ‘When things get back to normal’. I’ll cross my heart and pray that it never does. Don’t look back in anger? my advice would be to not look back at all, instead I would suggest looking to theVOV. See you there!

 

Lottie @ theVOV