Codin Popescu and Sergiu Ardelean founded Artivive in 2017 with the idea of using upcoming technology to approach the art world to create and share works. Ardelean has a background in advertising and has always been interested in augmented reality (AR). He realised the massive potential in linking the gap between the real and the mysterious. To put on display his vision for AR, he took over a show at the Albertina, which is a renowned museum in the capital of Austria. However, he did not know that Artivive would soon become partners with the gallery on a permanent exhibit.
The Artivive team dives into the ways people intake content both in formal and informal ways, separating their focus into two – the tech they have developed, and how they should plan to use the technology change the expectations of the people about interacting with art. According to Ardelean, it is less about the technology and more about telling stories and connecting the conventional and digital spaces.
As mentioned on Artivive’s website, the company’s goal is to offer mobile tools and simple tutorials to the artists so that they can build new dimensions of art and link the classic with digital art. Artists get a brand new world of innovation and possibilities and the app and its registration are also completely free.
Both Popescu and Ardelean have worked hard on building relationships within the community of artists and the many hallowed arts-world organisations. By now, Artivive has been involved in over 92 independently-curated worldwide exhibitions, 40 universities and 15 international museums.
When thinking about the future of Artivive, Ardelean imagines his startup as a marketplace for bridging creators and institutions for funding and exhibition. No advertising is added into the app experience, and more focus is put on the opportunities to offer artists the chance to work with the network of other institutions and artists.
When it comes down to other organisations, Artivive offers a wide variety of ways to use the company hashtag #bringArtToLife. Those who visit the Artivive-enabled exhibitions are encouraged to download the smartphone app.
While an increased number of arts institutions are getting familiar with the abilities of AR, Ardelean knows there is a need for time to assimilate the tech into a place that is conventionally resistant to quick alterations. Since augmented reality is pretty new to most people, they need a push to download the app, understand how it works, experience it and continue to use it, says Ardelean. He adds that Fine art generally has a presumptuous image. They are trying to make it playful and accessible to different types of people so that they can engage with it.
Presently, the app, in partnership with the United Nations, is hosting an open call. This is in commemoration of the UN’s 75th anniversary; one can submit authentic synced animation loops and poster designs, those which are inspired by the mission of the Department of Political and Peacebuilding Affairs.
