The Art Gallery of the Future


As we dawn on a new virtual age where a complete immersion of the internet and social media into our lives is inevitable. Forward-thinking curators, marketers and designers are looking for new ways to tap into future technologies.

Feign Cubed is a digital art gallery, which gives emerging artists the ability and freedom to display their work in a realistic, professional setting, without any costs involved. The entire gallery is rendered in a digital world, which allows the artist to experiment more radically, offering the ability to do things which can’t physically or financially happen in the real world.

Whilst many traditionalists would shy away from a virtual art gallery (nothing beats being in Tate Modern and looking at a sculpture of an unmade bed), Feign Cubed is not trying to compete with physical art galleries themselves, more offering us an alternative to the inevitable, stale viewing of art via Instagram. It offers the same immediacy and ease but in a far more engaging way, without detracting from the art itself. Feign Cubed are modernising the way in which we view art in the digital age.

Check out this week’s show  – feigncubed.com

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Storm Server, Passenger and Viscerbility, Olly Bharat

The exhibitions offer a constant and maintained delivery of artworks straight to viewers’ LCDs. Feign cubed select work they want to show and make the space fit around it, inverting traditional norms of curation mean that if something doesn’t quite fit, they can shrink it; if there’s not enough light in a section of the space, they’ll duplicate a light; if a wooden floor doesn’t look right, they’ll swap it out for a concrete one. It’s this modular design and capability of Feign Cubed which allows it to be the platform it is.

We spoke to Feign Cubed curators Ed Florance and Jack Finch, “It started out as an extension of my own artistic practice, where I create computer generated interiors and set up dialogues and narratives between objects or the scene as a whole questioning the thematisation of the digital. Some of the early interiors we used for the exhibitions were taken from some of my own pieces, with the contents stripped out and replaced with the submitted artworks.”

Every submission poses a different process in getting them into the virtual space, 2D shapes are simple enough but when it comes to 3D renders and video it can be more tricky;

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All I Want for Christmas Is for Animals to Stop Being Killed, Jack McKenzie & Untitled, Ffion Taverner

“Ffion Taverner’s dyed materials were interesting to create because the folds in the cloth and the way it fell in the scene were entirely simulated by the computer, but the textures of the piece were created from photographs of the real thing.”

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‘You know… I have this fun test to check whether YOU’RE a human or a bot. Wanna try?’,  Bob Bicknell-Knight

Feign Cubed also work with video artists,
“We did a show where all the work was video, which worked well, as it gave the viewers the chance to explore other works on the artists’ Vimeo pages which weren’t linked to the gallery show.”

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Multiple Worlds, Alastair Peat

“Alastair Peat’s ‘Multiple Worlds’ is a 3D model, 3D models are notoriously difficult to display in a 2D setting. The gallery opens up a new arena for digital art showcasing, which allows the medium to be appreciated in a way which reminds us that we’re looking at a 3D object, rather than a print of one or a video of one on a TV.”

As social media continues to water down art and design through sheer volumes of content, it is refreshing to see an online space which isn’t a crowded hotspot of advertising and reposts. This is an art gallery. Somewhere you can visit on a Friday night and see a new piece of artwork, you might not like it, or you might love it, but by visiting it in a space that is different from the comfort of Instagram, you begin to appreciate it a lot more. Sometimes location and space are as important as the artwork, even if that space doesn’t really exist at all.

The endless possibilities of virtual reality are only beginning to appear and it is projects like Feign Cubed that are paving the way.

New exhibitions every Friday at feigncubed.com

Alex Theaker