Four prominent Italian institutions, including the Uffizi Gallery have partnered with Unit London for a new exhibition – Eternalising Art History – which will feature the authenticated digital versions of six master-works.
Eternalising Art History
Unit London presents Eternalising Art History, a groundbreaking exhibition of digital counterparts of six treasured Italian masterpieces, certified on the Blockchain and recreated as physical reproductions of the original works. These digital art works – DAW® – have been produced in partnership with four major Italian cultural institutions, including the Uffizi Gallery in Florence, whose conservation efforts will directly benefit from 50% of the net revenue created by sales of the works. The exhibition will include iconic works from their world-class collections by Italian Masters including Leonardo Da Vinci, Caravaggio, Rafael, Modigiliani, Francesco Hayez – many of which have never before been seen in the UK.
From Renaissance to Modern Art
The six masterpieces span several different movements in art history- from Renaissance, 19th Century Romanticism and Modern art periods, and reside within four important institutional collections: Pinacoteca di Brera (Milan), Complesso Monumentale della Pilotta di Parma (Parma), Veneranda Biblioteca Ambrosiana (Milan) and the Uffizi Gallery (Florence). The exhibition is unique in harnessing the most cutting-edge web3 technology, to bring some of the most prized classical masterpieces from the walls of Italian museums to the heart of London, and to an entirely new audience.
Expanding Accessibility to Art
The exhibition comes at a time when travel is still limited due to Covid-19 and there is an appetite for the development of new and innovative ways of experiencing culture in a world restricted by the ongoing pandemic. The digital works presented in Eternalising Art History offer an opportunity that would otherwise be out of reach for international audiences who are unable to visit due to the pandemic. Further, it opens up accessibility to works that are unable to travel for international exhibition due to reasons of conservation. Each work is produced as a digital limited edition of nine and created with the patented technology of museum-endorsed tech partner Cinello. Each artwork is displayed on a screen that is framed in an exact replica of the original, each one moulded and handcrafted in Tuscany. The price range of the works is between £100,000 – £500,000.
Unit London has been a pioneer in the digital art revolution since the Gallery launched in 2013, with a commitment to equity, innovation and accessibility for artists and collectors alike, they are a distinctive voice in the new art ecology. Eternalising Art History will be the first in a series of three exhibitions of digital artworks to be presented at the Gallery in Mayfair, London.
Joe Kennedy, Director of Unit London says “Since its inception, Unit London has been dedicated to spearheading innovation in the industry and exploring ways that art can bridge the gap between physical and virtual experience, for the benefit of artists and audiences alike. We are delighted to present Eternalising Art History as a first of its kind – truly breaking new ground. We are entering a brave new world and it’s exciting to find opportunities for blockchain technology to generate audiences, revenue and footfall for the museums that care for these masterpieces – which is why 50% of net sales go directly to the institution in support of the conservation of these cultural icons.”
