Digitization has changed the way art is created and sold: Amrita Deora

The art has evolved over the centuries with each decade adding a different aspect to it. As the genre evolves, it is no longer limited in its traditional form. Digitization and artificial intelligence are new ways of creating art and at the same time the original expression of the artist is perceived as a threat. (Also read: How have interior design trends changed over the years? (Journey from 1970 to 2020)

Digitization and artificial intelligence are new ways of creating art and at the same time the original expression of the artist is perceived as a threat.
Digitization and artificial intelligence are new ways of creating art and at the same time the original expression of the artist is perceived as a threat.

Amrita Deora, who studied art at London’s Central St. Martin’s and founded India’s first and only pop art gallery, The Designera, has traveled widely for her love of art, from the Venice Biennale to Art Basel to New York’s Museum of Modern Art. , and explored every place and place he traveled to find art. The artist founded Designara to give opportunities to budding artists and provide them with all creative support and tools.

With a spacious 2500 sq ft space, the designer currently features an exciting exhibition of augmented reality and artificial intelligence, showcasing an amazing collection of paintings, sculptures and cutting-edge works by emerging artists from around the world. Amrita says that the pieces do not follow any trend, discriminate against mediums, or seek a certain brand of artists, they are simply pieces born from inspired artists.

In an interview with HT Digital, the artist and founder of this grand pop gallery, talks about art, artificial intelligence and the changing face of art.


What is a pop art gallery? Can you tell us more about this concept?

Pop-art is an art genre that emerged in the 1950s and 1960s as a reaction against the aristocracy of traditional fine art. At a time when beautiful landscapes and aristocratic paintings were the norm, pop artists took everyday ordinary objects, and called them art. Pop artists such as Andy Warhol and Roy Lichtenstein drew inspiration from mass-produced consumer goods, comic books, and advertising. They created art that reflected the popular culture of the time, and their work was often characterized by bold colors, sharp lines, and a sense of irony.

In today’s context, pop-art includes pieces that are humorous, bright, lively, light-hearted and refer to contemporary pop-culture. This unique aesthetic is positioned towards a younger demographic with a penchant for making a bold statement.

How is augmented art and artificial intelligence changing the face of art?

Augmented reality is going to change the art landscape around the world. Traditionally when an artist has an idea, the only way they can visualize it is by sketching, drawing, sculpting or painting. It will constitute a real piece of art. With the advent of augmented reality, an artist can put their idea into a series of words and have an AR-generated visualization of the piece in seconds. This shift makes it even more important to have a really strong concept or idea behind a piece, with an emphasis on creating more thought-provoking and conceptual pieces.

However, everything comes full circle. When we go one word with fonts and typing, hand-lettering, the charm of calligraphy is more fascinating than ever. Similarly, as there are more and more art pieces created with augmented reality, the appeal of an oil painting or metal sculpture will be most valuable.

How is digitization changing the art scene and the fortunes of artists?

In the era of digitization, art has seen significant changes in the digital space. This has resulted in a revolution of old practices in the way art is created and sold.

We have seen the rise of path-breaking digitally created art forms such as algorithmic art, vector painting, photo painting, digital collage and fractal painting. Digital creation is an attractive medium for artists because it allows for extremely fast work, very little raw material, digital aids to create clean designs and produce multiple copies of the same artwork resulting in maximum revenue. Moreover, it is the most forgiving form of art as wrong paint strokes can be removed with a simple ctrl + z.

The pandemic has forced many traditional art houses and galleries to shift to digital platforms. By incorporating AR features where you can see a piece of art on your living room wall with your fingertips, the art business has gone digital. Needless to say, social media has also played an important role in the digitization of art. Since Instagram is a platform for age aesthetics, creators have a natural advantage. Artists now have a global canvas to paint on, something they never had before.

AI in art can be used to create fake replicas of original masterpieces. This can make the work of real artists less worthy. What is your opinion?

The global art scene is set to be revolutionized by augmented reality. In the past, artists had to rely on traditional methods such as sketching, drawing, sculpting or painting to bring their ideas to life. These physical manifestations of their concepts were considered true art pieces. However, with the rise of augmented reality, artists can now put their ideas into words and instantly generate AR visualizations of their work. This shift places more emphasis on having a strong conceptual basis for the art, leading to more thought-provoking and conceptually driven pieces.

However, as we embrace digital fonts and the convenience of typing, the allure of calligraphy has only strengthened. Similarly, amid the proliferation of art created using augmented reality, the value of traditional mediums such as oil painting or metal sculpture will be appreciated for their unique charm and enduring appeal.

Tell us a bit about this new exhibition. What kind of artwork is on display? What is new for art lovers?

We are excited to open the doors of India’s first pop-art exclusive gallery. The gallery is a labor of love that combines our internationally inspired contemporary art pieces while working exclusively with emerging grassroots Indian artists. We look forward to being a trailblazer in the Indian art scene with our unique aesthetic, integration of technology, and upliftment of emerging artists.

Our inaugural exhibition titled ‘Juxtapose’ is a collection of pieces that look at contrast. From combinations of mediums and themes to eras and artists, this exhibition will celebrate the beauty of contrast.

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