Visitors enjoy installations by artist Roy Nachum at Mercer Labs Museum of Art and Technology during an exhibition preview on February 29, 2024, in New York. - Touted as a "museum of art and technology," a $50 admission "immersive and sensory" space opens in New York. The "Mercer Labs: Museum of Art and Technology," in honor of artist Roy Nachum - painter, sculptor, installer and designer of soundtracks, electronic music, light and laser effects, photos and videos - has already been accessible since January in the Wall Street financial district in lower Manhattan. (Photo by ANGELA WEISS / AFP) / RESTRICTED TO EDITORIAL USE - MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION - TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION - RESTRICTED TO EDITORIAL USE - MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION - TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION / TO GO WITH AFP PHOTO by Nicolas REVISE, "Touted as a "museum of art and technology", an "immersive and sensory" space opens in New York City"
Presentado como un “museo de arte y tecnología”, se inaugura en Nueva York un espacio “inmersivo y sensorial” a 50 dólares la entrada, concebido por un diseñador israelí contemporáneo experto en sonidos y luces, para un nuevo público en la era de la tecnología digital y las redes sociales.
El “Mercer Labs: Museo de Arte y Tecnología”, del artista Roy Nachum -pintor, escultor, instalador y creador de bandas sonoras, música electrónica, juegos de luces, lásers, fotos y videos-, abrió sus puertas en enero en el barrio financiero de Wall Street, en el sur de Manhattan.
Nachum y su inversionista, el promotor inmobiliario neoyorquino Michael Cayre, quieren hacer rentable un antiguo centro comercial de 3.300 m2 desde la apertura oficial del “museo”, el 28 de marzo, luego de cinco años de estudios y trabajos por 35 millones de dólares, indicaron los dos hombres a la AFP.
Incluso para una ciudad tan cara como Nueva York, con su amplia oferta cultural y de entretenimiento, el precio de la entrada es astronómico: 52 dólares por adulto, 46 para una persona jubilada o un joven, es decir unos 200 dólares para una familia de cuatro personas.
Visitors enjoy installations by artist Roy Nachum at Mercer Labs Museum of Art and Technology during an exhibition preview on February 29, 2024, in New York. – Touted as a “museum of art and technology,” a $50 admission “immersive and sensory” space opens in New York. The “Mercer Labs: Museum of Art and Technology,” in honor of artist Roy Nachum – painter, sculptor, installer and designer of soundtracks, electronic music, light and laser effects, photos and videos – has already been accessible since January in the Wall Street financial district in lower Manhattan. (Photo by ANGELA WEISS / AFP) / RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION – RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION / TO GO WITH AFP PHOTO by Nicolas REVISE, “Touted as a “museum of art and technology”, an “immersive and sensory” space opens in New York City”
Pero es por una hora de “experiencia suprema”, garantiza Cayre.
Seguro que El Mercer Labs aparecerá en Instagram o TikTok, como ocurre con muchos lugares abiertos en Manhattan en los últimos años, con vistas panorámicas desde el “Summit One” de la Torre Vanderbilt con vidrios y espejos, o desde el observatorio y la terraza al aire libre de los rascacielos One World Trade Center y The Edge.
– Álbum de Rihanna –
Roy Nachum, nacido en Jerusalén en 1979 y que reside en Nueva York desde los 20 años, ha establecido su reputación en el medio del diseño por haber ilustrado en 2015 el álbum “Anti” de la estrella Rihanna.
En la portada del disco aparece un niño sin camisa, con los ojos vendados por una corona dorada con inscripciones en braille. Una imagen emblemática de la obra de Nachum, en homenaje a su abuela con discapacidad visual y que se encuentra omnipresente en el Mercer Labs: en fotos, videos, estatuas y pinturas creadas por el artista.
El lugar pretende “redefinir la experiencia del museo en 15 espacios interactivos de exposiciones, encuentros sonoros únicos e instalaciones inmersivas, donde se revisitan los vínculos entre arte y tecnología”, dice el dosier de prensa.
De hecho, mientras grandes museos tradicionales en Estados Unidos y Europa tratan de atraer al público más joven en la era de lo digital y de la imagen en redes sociales, Mercer Labs propone “un nuevo enfoque”, según Nachum.
“En todos los museos, no se pueden tocar las obras. Nosotros queremos que aquí la gente pueda tocarlas, que interactúen con ellas”, explica.
Visitors enjoy installations by artist Roy Nachum at Mercer Labs Museum of Art and Technology during an exhibition preview on February 29, 2024, in New York. – Touted as a “museum of art and technology,” a $50 admission “immersive and sensory” space opens in New York. The “Mercer Labs: Museum of Art and Technology,” in honor of artist Roy Nachum – painter, sculptor, installer and designer of soundtracks, electronic music, light and laser effects, photos and videos – has already been accessible since January in the Wall Street financial district in lower Manhattan. (Photo by ANGELA WEISS / AFP) / RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION – RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION / TO GO WITH AFP PHOTO by Nicolas REVISE, “Touted as a “museum of art and technology”, an “immersive and sensory” space opens in New York City”
El visitante también es atraído a un salón oscuro donde se proyectan videos, fotos y hologramas creados por Nachum sobre los muros, el piso y el techo, en un ambiente de discoteca con música electrónica y nubes de vapor.
En otra sala, para una inmersión sonora “en 4D”, los visitantes pueden acostarse sobre una alfombra gruesa, tocar los tabiques acolchados y dormir bajo una luz azul.
En la llamada “cámara del dragón”, 500.000 micro luces DEL proyectadas y controladas por ordenador dan vida a animales mitológicos.
“Queremos tocar todos los sentidos”, dice entusiasmado Nachum, para quien “la tecnología es una herramienta, otros lápiz, otro bolígrafo, otro pincel (…) para tratar de crear algo nuevo”.
Visitors enjoy installations by artist Roy Nachum at Mercer Labs Museum of Art and Technology during an exhibition preview on February 29, 2024, in New York. – Touted as a “museum of art and technology,” a $50 admission “immersive and sensory” space opens in New York. The “Mercer Labs: Museum of Art and Technology,” in honor of artist Roy Nachum – painter, sculptor, installer and designer of soundtracks, electronic music, light and laser effects, photos and videos – has already been accessible since January in the Wall Street financial district in lower Manhattan. (Photo by ANGELA WEISS / AFP) / RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION – RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION / TO GO WITH AFP PHOTO by Nicolas REVISE, “Touted as a “museum of art and technology”, an “immersive and sensory” space opens in New York City”Visitors attend an installation by artist Roy Nachum at Mercer Labs Museum of Art and Technology during an exhibition preview on February 29, 2024, in New York. – Touted as a “museum of art and technology,” a $50 admission “immersive and sensory” space opens in New York. The “Mercer Labs: Museum of Art and Technology,” in honor of artist Roy Nachum – painter, sculptor, installer and designer of soundtracks, electronic music, light and laser effects, photos and videos – has already been accessible since January in the Wall Street financial district in lower Manhattan. (Photo by ANGELA WEISS / AFP) / RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION – RESTRICTED TO EDITORIAL USE – MANDATORY MENTION OF THE ARTIST ROY NACHUM UPON PUBLICATION – TO ILLUSTRATE THE EVENT AS SPECIFIED IN THE CAPTION / TO GO WITH AFP PHOTO by Nicolas REVISE, “Touted as a “museum of art and technology”, an “immersive and sensory” space opens in New York City”
