Vortic has built the XR platform alongside gallery professionals and has been able to consult all potential users during development
➨ Vortic is launching its integrated VR and AR apps this month
➨ Vortic Curate is the content management system underpinning the platform that allows galleries to curate and publish exhibitions
➨ To read more about Vortic, sign up to receive the third issue of VRWorldTech Magazine for free when it’s published on 24 April
It’s very early days for Vortic, the new XR platform for the commercial art sector, but artists, collectors, dealers and galleries have reacted positively to its introduction.
That is according to Nick Walter, chief executive officer of Vortic, which is launching its integrated VR and AR apps for displaying immersive gallery exhibitions and enabling collectors to make direct real-time enquiries this month on Oculus Store and Apple App Store, respectively, with a co-presentation of works by artists represented by the David Zwirner and Victoria Miro galleries.
Walter said in an interview for the next issue of VRWorldTech Magazine that Vortic has been “in a fortunate position to be able to build this platform alongside gallery professionals”.
“We were able to access Oliver [Miro’s] art world network to get valuable input into the product development so we didn’t have to come at this from a pure technology perspective.”
“We have consulted all potential users of Vortic Curate along the way, as well as understanding the needs of collectors and so far we have had a very positive response,” he added. Vortic Curate is the content management system underpinning the platform that allows galleries to curate and publish exhibitions.
“The art world is very nuanced and you need to understand it from the inside to be able to make good product decisions.”Nick Walter, Vortic
Walter continued: “The art world is very nuanced and you need to understand it from the inside to be able to make good product decisions. The current climate has meant a change in mentality for most art galleries, resulting in them needing to think more about their digital offerings.”
“We anticipated the need to educate galleries as Vortic is disruptive to their normal business practices, but we built the system to complement their physical word practices as well as putting a large emphasis on user experience and ease of use. In regards to artists, we have consulted with them throughout development and we are really excited to see how they can work with us to find new ways to not only display their art but to tell stories.”
Despite the obvious use cases for the Vortic platform, with not all collectors able to visit physical spaces due to time and location constraints, Walter said experience has taught him to be realistic about what can be achieved in the first year: “First and foremost, we want to make sure the Vortic curate provides real value to our gallery audience and support their usage of the platform. We want Vortic to become a must-have for all galleries who want to engage digitally with their worldwide customer base in a new and exciting way.”
“Our ambition is for collectors to get real benefit from the experience the Vortic apps provide and discover a new way to get closer to art. We are also concentrating on building a sustainable business that puts our internal team at the heart of everything we do.”