Art is no more constrained to a piece hanging on the wall guarded using motion detectors. Instead, art can now be experienced inside massive immersive installations that allow art and visitors to coexist. Superblue presents art in flowers hanging from the ceiling, clouds sticking to clothes, and mirrored, climbable staircases that resemble lungs.
The experience at Superblue is genuinely an immersive one in all manners, presenting something memorable, individualized, and powerful. Superblue likes to tell its visitors, “You complete the art.”
Instead of displaying a diverse group of artists, Superblue focuses on just three. This practice is in sync with the company’s care and desire to celebrate artists. Superblue even pays the artists a percentage of ticket revenue, an approach that’s unheard of in a traditional museum or gallery setting.
Marc Glimcher, the creator for Superblue, has gathered tremendous experience working with experiential artists as the president and CEO of Pace Gallery. Typically, experiential artists are restricted within a confined space in traditional galleries and museums, limiting their ability to bring their ideas to life. However, Superblue is on a mission of creating an immersive art experience and has a 50,000-square-foot industrial building in Allapattah for the artists to be as creative as they may desire.
Superblue opened the brand’s first experiential art center in Miami on May 20. The new term aims to set aside the stigma associated with the word “museum.”
“We think in the future, it’ll be museums, galleries, and experiential art centers,” said Shantelle Rodriguez, Superblue’s director of experiential art centers.
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