Immersive Art: Executive Summary

OMG illustration of woman with VR headset

Immersive Art: Executive Summary

Immersive Art: Executive Summary 1024 683 Frank McDermott

How AR, VR and MR are changing Art, Artists and Art Spaces

Hello, and welcome to Caravan’s Art and Tech white paper series. 

Caravan has worked with some of the largest art galleries and artists in the world to help them sell millions of dollars of art and art merchandise online. This unique perspective gives us the ability to act as a compass to our clients, and help them embrace technology and forge their business in this modern age.

This paper serves as a primer for you, the art purveyor, to the rapidly evolving field of extended reality art – who is creating it, who is curating it, and how the art market is responding to its latest revolution.

Portrait of African guy isolated on black background wearing headset of virtual reality

For a long time, humans have been attempting to augment and enhance their reality. Our vivid imaginations allow us to dream the impossible and make it real. For most of our history, the artist can work in many mediums, but all had to exist in the physical realm. Observed, usually not touched, and certainly not changed after the fact. However, for the past 50 or so years, this has slowly been changing. As technology becomes available, someone will attempt to make art with it, or from it. 

Young woman wearing virtual reality device over dark background.

With the increasing pace of technological innovation, the rate of art creation in this digital medium has skyrocketed. Things are getting interesting in how we are building tools to augment our surroundings. In this issue, our focus is transfixed on our new “Realities”, Virtual, Augment, and Mixed, and how the technologies behind them are carving out new spaces within the art industry. Caravan took an in-depth review of the technology, the artists and the people behind the scenes to get a good look at how people create an XR experience. We then analyzed how these tools are being used as sales and marketing tools by businesses and institutions to help their bottom lines. We interviewed some key industry veterans, who have helped define how these technologies are being embraced in industry.

In short, the “Realities” encompass new production tools, new sales tools, and new revenue streams for buyers and sellers of art. Virtual and augmented reality will increasingly become part of the expected experiences of the next age of consumers. Although the technology is still advancing, there is enough of a base to create something tasteful, interesting, and eye catching, all focused on conveying the emotion of an artwork. This technology can be used to help sell art, and help reduce costs of shipping and logistics.

Beautiful Young Girl Wearing Virtual Reality Headset Draws Abstract Lines and Figures with Joysticks / Controllers. Creative Young Girl Does Concept Art with Augmented Reality. Neon Retro Lights Surround Her. Computer Graphics.

In this paper, we look at 4 key parts of XR:

  • Creators & Creations
  • Current XR In Art
  • Monetization of XR Art
  • Implementing XR

Enjoy this exploration of XR and how we feel it can benefit your business. As always, reach out and continue the conversation with us!  

Why this topic:

Much like how our Blockchain paper was inspired by technology impacting the art industry, so is this installment is about Virtual and Augmented Reality. There has been an explosion in interest around XR in art, with dozens of vectors to pay attention to. The Caravan team was inspired to use our unique position as technologists in the art space to provide a consolidated overview of what kinds of conversations are happening, what innovations are emerging, and what galleries, curators, collectors, museums and artists are doing to push XR contributions to art into centerstage.

Our aim is to provide an understanding in this paper for our clients and readers, with clearly defined terminology used across a broad selection of topics related to “XR” in Art. This paper serves as both a primer and a resource for more in-depth coverage from other publications. Additionally, we plan to release follow-up papers with tighter focus and specificity on issues raised in this paper – particularly in regards to galleries and museums making a concrete plan to increase their preparedness and profile for XR experiences.

Caravan has worked with some of the largest art institutions in the world to sell millions of dollars of art and art merchandise online.

If you have any interest in topics or questions, reach out to us at:

If you want to check out the first installment in the series, check it out here: