@The Gallery

The museum has gone completely digital. It is innovative, forward-looking—and absolutely not working.

@The Gallery is a satirical video work about a small provincial museum that has abandoned its physical space and moved entirely online.

The director is convinced that the museum is following the future. He celebrates its digital reach and imminent success, while paying considerably less attention to the person working beside him through a job-training programme.

Throughout the two episodes, the museum’s digital vision remains bizarre, impractical and disconnected from the people around it. The social world surrounding art—the encounters between artworks, audiences and people working together—has disappeared.

The question is not whether technology can be useful. It is what we might lose when it becomes the answer to everything.

2022 · Two episodes · 9 min

Created by JAM PUBLIC in collaboration with Ulrik Waarli Grimstad and Thomas Askeland Svendsen.

The scenes were improvised from an initial concept developed by JAM PUBLIC.