PRELOADED and Tate have won the prestigious Best in Book accolade in the Creative Review Annual 2018 for their unique VR experience integrated at the heart of the recent Modigliani exhibition at the Tate Modern.

Modigliani VR: The Ochre Atelier has been singled out by an expert jury for its outstanding work in commercial creativity. In the first VR innovation of its kind in a museum, over 78,000 visitors used headsets powered by HTC VIVE technology to immerse themselves in a meticulous depiction of the final studio where Modigliani lived and worked, a space which no longer exists today.

One of the most respected and trusted awards for the creative industry, the Creative Review  Annual celebrates the year’s best work across all aspects of Advertising, Design and Digital platforms; with the Best in Book category recognising only a handful of those to be deemed of special merit.

“Creative Review champions the work that matters and for Modigliani VR to be named as Best in Book is very exciting,” says Phil Stuart, PRELOADED’s founder and Creative Director.

“The bold vision for Modigliani VR was to provide museum-goers with a unique interpretative layer to their experience. The care and attention to detail that went into the experience was painstaking but paramount, so for the judges to have recognised the craft behind it is a great honour.”

Last year’s Best in Book winners included the trailer for Channel 4’s Rio Paralympics coverage, a set of covers created by Penguin Books for Richard Dawkins titles and The New York Times Magazine’s Special Issues covers.

Modigliani VR: The Ochre Atelier was at Tate Modern, London from 23 November 2017 to 2 April 2018. Read more about the project here.

Hattie Foster

Hattie is Head of Strategy at PRELOADED. She explores the meaningful application of technology and games for engagement within arts, culture and beyond.