Renowned photographer Brian Griffin’s images hang in some of the most prestigious galleries in the world. So it was a delight for Visual Immersion when the chance to create a 3D experience of a pop-up exhibition of his work came along. Using Matterport’s digital twins to replicate the Residency space in Islington, Ryan Becker — managing director of Visual Immersion — is no stranger to the art of creating stunning 3D twins of interesting spaces.
We sat down with Ryan to find out what was at the heart of this project and how using a digital twin system allowed the photography to speak for itself, even for those unable to make it in person.
What inspired the 3D capture of this space?
Through our partnership with Residency in Islington, we developed a proposition to create digital versions of their “pop-up” shop residents to give them the ability to trade way beyond when the pop-up finished, allowing customers (and press) who couldn’t make it to still be a part of the excitement and experience the shop. The goal was to create a digital legacy of the physical experience, allowing the space to be shopped online after the physical event is packed away. By providing a truly omni-channel approach to retail, I believe we best support retailers in a post-Covid market.
The Brian Griffin by Residency experience allowed us to show Brian’s pop-up space to his global audience whilst integrating much deeper content and the ability to purchase.
What are the “must-sees” you want visitors to explore and why?
Viewing all of Brian’s fabulous work in the gallery is a must-see, as well as viewing the Black Country Dada mattertag, which gives users an insight into Brian’s amazing work and how he captured some of the world’s most iconic shots.
Also check out “A Broken Frame,” which was featured on the cover of Life's 1990 edition of "World's Best Photographs 1980–1990".
What’s the one thing you want visitors to take away after exploring your 3D tour?
Learn more about Brian Griffin. The virtual tour allows his work to be shared across the world, reaching existing and new audiences who can immerse themselves in his wonderful style and work. It can also be used by education organizations to allow photography students a real insight into a master of photography.
What are the benefits of Matterport digital twins?
Pop-up shops can be extremely versatile spaces, and when combined with a digital twin, you can make the excitement of your space continue and increase the return on investment by continuing to sell from the space even after it’s been packed away.
Do you have any plans to capture more 3D experiences?
Our partnership with Residency continues and we look forward to capturing the next residents as well as some other ‘pop up’ shop clients that we are currently working with.
We have also used the space to virtually stage a complete pop-up gallery for a famous artist that will be launching virtually in the coming months.
Anything else you would like to add?
Check out the blank Residency tour, which shows the space empty as well as showing previous residents’ — including Brian Griffin’s — setups.