In 2019, a partnership between seven foremost artists helped Apple Stores come alive through AR. A current documentary now accessible for free on Apple TV showcases the work of each artist and the narrative of exploring creativity’s outer boundaries.
Infinite Canvas is the first film of award-winning photographer Ryan McGinley. McGinley toured around the world in 2018 to speak with artists discovering AR for the first time. Today at Apple and the New Museum, the plan became [AR]T, a set of interactive installations encountered through an iPhone’s lense at Apple Stores across the world.
Last year, Apple Creative Pros led group sessions that experimented outside the shop and into the community. Guests had the chance to explore the city collectively as reimagined by the seven artists. Apple associated with Nick Cave on an augmented reality installation viewable in all Apple Stores globally, and with Sarah Rothberg on a Lab that taught the fundamentals of creating AR experiences.
McGinley’s documentary centers on the human side of AR art, involving each artist in an important conversation about their process, perspective, and motivation on the part of creativity where it meets with technology. Augmented reality is portrayed as a road for artists to make their work more available to a broader audience.