Nachum to transform art interaction in New York’s museum

Friday, March 15, 2024

For two decades, Roy Nachum has made New York his home base, gaining widespread recognition for his role in creating the visual artwork for the celebrated 2015 album “Anti” by global superstar Rihanna. This cover art, depicting a child with a blindfold and adorned with a golden crown featuring braille script, serves as a poignant tribute to Nachum’s grandmother who was visually impaired.

Mercer, through an innovative collection of installations, has revolutionized the traditional museum encounter. This transformation is achieved through fifteen unique interactive exhibition spaces that offer novel auditory experiences and immersive environments. These installations challenge and redefine the conventional interaction between art and technology.

In an era where traditional museums endeavor to stay relevant and engage with younger demographics, Nachum highlights Mercer’s avant-garde strategy. He emphasizes a distinct departure from the norm where artwork in museums and galleries is typically untouchable. Mercer encourages visitors to physically interact with the artworks, fostering a more engaging and tactile experience, Nachum.

Guests are welcomed into a dimly lit space, where Nachum’s creative output, including videos, photographs, and holograms, envelops every surface. This environment mimics the ambiance of a nightclub, complete with a fog machine and the rhythms of a DJ, transforming the art viewing experience into something more dynamic and sensory.

One of the exhibit’s highlights, dubbed the “dragon’s lair,” uses half a million LED lights that pulsate rhythmically, creating an illusion of being in the midst of legendary beasts.

Nachum further elaborates on his innovative use of technology in art, likening it to a new form of pen or brush. His ambition is to push the boundaries of what is possible, blending a myriad of technologies to forge new artistic frontiers. Nachum’s work is a testament to the evolving relationship between art and technological advancement, striving to craft unprecedented experiences through this fusion.

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