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Why the Pandemic Will Actually Strengthen the Art Experience Economy—and the Old-Fashioned Gallery Business, Too

teamLab,
Massless Clouds Between Sculpture and Life (2020). Installation view of "Every Wall is a Door" Superblue Miami, 2021. Sound: teamLab. © teamLab, courtesy Pace Gallery.
A version of this story first appeared in the spring 2021 Artnet Intelligence Report, which you can download in full for free here.

The launch of Superblue could not have come at a worse time.
It was August 2020, in the heat of the summer lockdown, when the company announced its formation to a largely skeptical art world. It would pursue, it said, a twin mandate: to produce show-stopping immersive artworks for mass audiences of ticket buyers at a 50,000-square-foot “experiential art center” in Miami and take on experiential commissions for private and public clients at an ever-evolving array of off-site locations around the world. Both goals would be achieved in collaboration with A-list artists bridging the increasingly hazy borders between creative disciplines.

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