Bringing Erik Parker’s Easy Freedom to the Virtual Realm: CAC Málaga’s Journey with Vortic’s Digital Technology

In its long-standing collaboration with Vortic, CAC Málaga has successfully transformed three physical exhibitions into virtual experiences, the latest one being Erik Parker’s Easy Freedom. The digital showcase captivates online visitors by mirroring the on-site exhibition, with meticulous attention to detail, to provide international access to everybody.
We had the pleasure of interviewing Almudena Ríos, the exhibition coordinator who has been at the forefront of CAC Málaga’s last digital collaboration with Vortic, to get more insights about the shows and the partnership.

Almudena explains that the decision to embrace Vortic’s platform was driven by the centre’s desire to make their contemporary exhibitions accessible to a global audience, ensuring that they “reach everyone.” 
She highlights the advantages of Vortic’s technology, emphasising how it allows people to fully immerse themselves in the exhibitions they may have missed, wish to revisit, or are unable to attend due to their geographical location.
The platform’s realistic 3D environments provide a sensory experience, while seamless navigation, high-resolution artwork, and the incorporation of rich media, such as audio and videos, further enrich the digital journey.

“It’s remarkable that people from anywhere in the world can discover this experience, just like any other visitor to a physical museum. It’s about having the right tool to showcase the contemporary art of CAC Málaga to everyone.”

– Almudena Ríos, CAC Málaga

CAC Málaga’s current show, Easy Freedom, is a retrospective of Erik Parker’s prolific career, featuring a curated selection of forty artworks spanning from 2000 to the present day. Drawing inspiration from American subcultures, such as underground comics, graffiti, and the vibrant palette of the hippy movement, Parker’s creations burst with dynamic explosions of colour.

How has the virtual extension provided by Vortic enhanced the audience’s experience of the exhibition?

Almudena [translated from Spanish]: Since it first opened, the Centro de arte contemporáneo de Málaga has shown international, national and local artists to visitors who were coming to the museum. Having the possibility to archive an exhibition, so that its discourse, thematic and dialogues continue to be maintained over time, has been possible as a result of several aspects. On one hand, with the catalogue of the exhibition; and on the other, thanks to social networks and their wide reach. But none of these possibilities helped people get the full experience of revisiting the exhibition. That is why, thanks to Vortic, people who have visited the exhibition can enjoy it again, and those who cannot, people from anywhere in the world, can discover this experience just like another museum visitor. It is about having the right tool to show the contemporary art of the CAC Málaga to everyone.

How did you find using Vortic’s platform to create the exhibition?

Using Vortic’s platform to create the exhibition was a seamless process for us. Since the virtual exhibition closely mirrored the distribution and curatorial concept of the exhibition at the CAC Málaga, it made the entire process straightforward. We only needed to provide images of the physical space to showcase how the artworks were arranged, along with high-resolution images of the artwork itself. The development of the 3D artwork was completed promptly, and the accounts team efficiently hung the exhibition, resulting in a visually appealing presentation. Overall, we were pleased with the experience and the outcome.

What do you think are the benefits of working in the virtual realm? Are you planning to continue working in this space in the future?

One of the key benefits we have observed is the ability to showcase our exhibitions to a global audience, transcending geographical limitations. With these advantages in mind, we are enthusiastic about continuing our work in the virtual space and utilising its potential for greater reach and impact.