PRELOADED is proud to announce that Modigliani VR: The Ochre Atelier, created in partnership with Tate, has won a Wood Pencil at the prestigious D&AD Awards. The awards recognise the finest work by the world’s top-ranking design and advertising agencies. D&AD receive thousands of entries from all over the world, with around 36,000 pieces of work being judged across 21 categories, so the work that gets through is truly the best of the best.
As part of Tate’s bold vision for its blockbuster Modigliani exhibition at Tate Modern, Modiglian VR: The Ochre Atelier was fully integrated into the wider exhibition. An authentic, rigorous and unique recreation of Modigliani’s final studio, the experience was publicly and critically acclaimed for its unique insight into the work of one of the most revered artists of the 21st century and was able to attract 78,000 visitors to during its four-month installation.
“Winning a Pencil is a huge honour for the PRELOADED team,” said Phil Stuart, PRELOADED Creative Director, who led the team working with Tate. “This is one of the world’s most competitive and sought-after design awards. Modigliani VR shows the power of VR to immerse art newcomers and connoisseurs into an environment that they would not otherwise have been able to visit.
“Even for visitors who had no prior understanding of the art or technology, our vision, developed alongside Tate, offered a new angle on the works and a crucial context for the final room of the exhibition.”
Winners were announced at a ceremony in London on 21st May. Modigliani VR was installed at Tate Modern, London from 23rd November 2017 – 2nd April 2018.