Colnaghi & Endava launch new virtual experience

Dec Connolly Editor

Email business@thebusinessjournal.co.uk

Colnaghi, the oldest art dealership in the world, founded in 1760, announces the launch of The Colnaghi Virtual Experience, its new, cutting-edge digital collaboration with Endavaa leading next-generation technology service provider. The first project, which launched on July 3rd, 2022, focuses on Colnaghi’s presentation of The Rest on the Flight into Egypt, a painting with remarkable provenance, painted by Orazio Gentileschi in the 17th Century.

The virtual art gallery enables existing clients and new users not familiar with Colnaghi to view Old Masters in a virtual space. It fuses audio, video, documentation, and x-ray scans with interactive user elements, demonstrating how Web 3.0 technology can add to the viewer’s experience and enhance how we see, interpret and engage with works of art. 

Jorge Coll, CEO and owner of Colnaghi, said, “Colnaghi consistently works to uphold our historic firm’s commitment to connoisseurship, whilst making quality art accessible to both existing and new clients. The virtual experience we have launched with Endava moves this mission into a new dimension, enabling the next generation of art lovers to experience and become familiar with the Colnaghi brand, thanks to the incredible technological and UX capabilities offered by Endava. I can’t wait for you to experience it, and to unlock the story of this important work by Orazio Gentileschi.

The new presentation makes a deep technical analysis of the canvas possible. Of particular interest are the high-resolution x-rays displayed within the virtual experience, which means that viewers can perceive moments, known as pentimenti, where the artist changed his mind during the process of painting. For example, where he changed the position of the virgin’s hand, and where the location of the linen clasped by the Christ Child was moved. Visitors can also explore details of the provenance and literature around this new Colnaghi painting, including text detailing its critical history, and the movement of the canvas through some of the most prestigious English private collections into the ownership of J. Paul Getty. 

Thomas Bedenk, Vice President of Extended Reality at Endava added, “Exciting technologies such as virtual experiences and the metaverse are being explored extensively at the moment. We’re very pleased to be able to launch this project with Colnaghi to demonstrate the value of these advances in the art world. Being able to work with them to create a whole new understanding and way to experience Old Masters from anywhere around the globe is a fascinating opportunity.”

The Colnaghi Virtual Experience launched on July 3rd, 2022, with the Rest on the Flight into Egypt simultaneously on physical view at Colnaghi, 26 Bury Street, London.