The "Art-Diving" format is universal. It is successfully applied not only to classical painting but also to complex spatial objects, conceptual installations, and monumental sculpture.
Beyond the canvas:
Land Art and Sculpture
Land Art and Sculpture
In May 2024, the project was integrated into the permanent exhibition of the Gallery of Mariam and Eranuhi Aslamazyan Sisters. Musical and poetic audio narratives were created for 5 iconic works from the collection. The project is available to tourists from all over the world thanks to its implementation in Russian, English, and French.
Key Case:
The Aslamazyan Sisters Gallery (Gyumri)
The Aslamazyan Sisters Gallery (Gyumri)
Art-Diving
Immersion into art
An original format of digital art mediation: a synthesis of painting, original music, and poetic storytelling.
When encountering contemporary or classical art, the viewer often feels alienated. An artwork does not exist in a vacuum; it is a product of the creator's soul and worldview. Without understanding this context, the viewer gets frustrated or simply walks by.
The "Art-Diving" format is based on rethinking art mediation. Our goal is not to deliver a dry academic lecture, but to create an intimate space for dialogue. Using music and poetry, we remove the viewer's internal barrier, eliminate the "conflict of misunderstanding," and help them connect with the artist's soul hidden behind the canvas or stone.
The "Art-Diving" format is based on rethinking art mediation. Our goal is not to deliver a dry academic lecture, but to create an intimate space for dialogue. Using music and poetry, we remove the viewer's internal barrier, eliminate the "conflict of misunderstanding," and help them connect with the artist's soul hidden behind the canvas or stone.
Resolving the conflict of misunderstanding
How paintings come alive: 5 stages of creation
The development process of an immersive guide is a well-established methodology combining the psychology of perception, art history, and sound design.
- We gather a group of people and record their live, immediate impressions of the artwork.
- Based on the recorded impressions, a poetic text-script is written.
- Original music and sound design are composed for each artwork (composer Mikhail Smirnov).
- The text is voiced by professional actors in three languages (RU, ENG, FR).
- The finished audio guide is hosted on a digital platform and becomes accessible to visitors via a QR code next to the exhibit.
What happens when people encounter art in a new way?
We have collected live impressions from visitors from different countries who have experienced art-diving.
We have collected live impressions from visitors from different countries who have experienced art-diving.
Art that you can feel
"The whole world fades into the background... It is as if you are alone with this painting."
— Visitor (Russia)
— Visitor (Russia)
"Without this digital guide, I might have just walked by... It directed my attention to hidden details."
— Visitor (International review)
— Visitor (International review)
Andrey Gunyavin, curator and author of the format
Integrate Art-Diving into your institution
"The Armenian Trace" project is open to partnerships with museums, galleries, independent curators, and cultural foundations.
We are ready to develop a unique immersive experience (from single exhibits to full-scale exhibitions) that will:
— increase the viewer's contact time with the artwork;
— attract a new, including international, audience;
— create a deep emotional connection with your collection.
— increase the viewer's contact time with the artwork;
— attract a new, including international, audience;
— create a deep emotional connection with your collection.
Immersion into a poignant sculpture made of metal, wood, and the remnants of a past life by Armenian twin brothers Mamikon and Ashot Mikaelyan (JEVO).
Art-diving into "Elena" is an example of how digital mediation reveals the complex texture of the material, allowing the viewer to feel the soul of Gyumri itself: tragic, fragile, and unbreakable.
Art-diving into "Elena" is an example of how digital mediation reveals the complex texture of the material, allowing the viewer to feel the soul of Gyumri itself: tragic, fragile, and unbreakable.
