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

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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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