A multi-sensory experience, Magentaverse draws inspiration and materials from nature, NASA and James Webb Space Telescope footage, immersing visitors in what organizers call the “sounds and feelings of Viva Magenta.” It is the work of Artechouse, an art incubator on a mission to advance innovative, technology-driven experiential art in partnership with Pantone.
The exhibition, which premiered during last month’s Art Basel during the launch of Pantone’s Color of the Year 2023, focuses on a 22-minute cinematic audiovisual exploration of the character and depth of Viva Magenta in an immersive gallery.
The experience is supported by a unique blend of bespoke technologies, including 18-channel (270°) floor-to-wall panoramic projection and a 30.1-channel spatial audio system, enabling complete Metaverse immersion.
By sampling from diverse sources, both technical and natural, the experience creates new forms of expression through the tension and revelation of opposites that span several distinct chapters. It all takes place at Artechouse NYC at 439 W 15th Street in New York City.
Located in a 100-year-old boiler room beneath the iconic Chelsea Market, Artechouse NYC utilizes the largest seamless megapixel projections of any cultural institution. Integrating Hyperreal Sound technology, it offers visitors and artists alike a unique, technologically advanced art platform.
“With Pantone’s Color of the Year heralding trends in the global art, fashion and design communities, it was only fitting that the next home for Magentaverse, which is itself an international trendsetter, was here in New York City says Sandro Kereselidze, Co. of Artechouse -Founder and Chief Creative Officer.
“By merging art, science and cutting-edge technology, we wanted to offer visitors a multi-sensory experience that embodies and celebrates the distinctive and expressive nature of Viva Magenta.”
Sara Walker, Senior Director of Marketing at Pantone, adds: “To embody the spirit of Viva Magenta, we have taken a new approach of collective creative collaboration with our partners, Pantone’s technology and expertise in color theory, to curate a new interpretation of Magenta Pantone Color of the Year.
“This led to the creation of the Magentaverse, an unexpected and exciting universe of colors that we’re excited to share, merging the influences of art, design, science and technology.”
It’s the fourth consecutive year that Artechhouse has partnered with Pantone to bring the color of the year to life through innovative technologies. In 2021 they presented an art experience around the Pantone Color of the Year 2022 with the shade PANTONE 17-3938 Very Peri, a periwinkle-blue shade with a violet-red undertone.
This project immediately followed the experiences dedicated to the Pantone Colors of 2021, 17-5104 Ultimate Gray and 13-0647 Illuminating, and 19-4052 Classic Blue of 2020.
Magentaverse will continue until April 31, 2023, Monday through Sunday, 10 a.m. to 10 p.m. Sessions are every 30 minutes and last 60 minutes; the last session starts at 9 p.m. Tickets are available here.