With nightlife venues across the world shuttered due to COVID-19, partygoers embraced digital hedonism by skipping queues for virtual club nights and attending marathon DJ sets. How have online raves helped reimagine out-of-home experiences? And how can brands keep the party going?

Visitors to Tate Britain are now able to use their Instagram cameras to see some paintings come to life. Harnessing technology to create immersive experiences in museums and other cultural institutions is one way to broaden their appeal and make them more accessible and egaging.

The meteoric rise in digital media and handheld technology has prompted how artists explore and use technology as a new medium to create engaging digital works of art. Using everything from AR and VR to GIFs, holograms and AI to algorithms and code, artists are expanding what consumers consider ‘art’ to be.

In a tech-enhanced twist on colouring books, Nike Japan is giving sneakerheads a chance to immerse themselves in product design. The brand’s AR zine taps into shifting expectations around augmented retail, letting consumers create and showcase their own virtual Nike Air Max designs.