Artsy Projects: Collective Reality

Nov 29, 2016 3:42PM

Artsy and SoundCloud have teamed up to create Collective Reality, an immersive, sensory art experience presented in the Faena Art Dome on Wednesday, November 30. The project will immerse guests in a new kind of communal, visual and audio experience, in a re-imagined application of virtual reality imaging technology.

Installation view of Rachel Rossin and ABRA collaboration at Collective Reality. Silvia Ros for Artsy.

December 2016, Miami BeachArtsy, the leading resource for learning about and collecting art, and SoundCloud, the world’s most open and authentic, people-powered music streaming service, have partnered with generous support from Gucci, to present Collective Reality, an immersive, sensory art experience. The exhibition, taking place in Faena Art’s Time Capsule, a geodesic dome on the beach, on Wednesday, November 30 from 8:00 - 11:00 pm, will bring together the worlds of art, music, and fashion, powered by technology, with a collaboration between leading new media artist Rachel Rossin and alt-R&B singer, singer, songwriter and producer ABRA.

Curated by Elena Soboleva, Artsy’s Curator of Special Projects, Collective Reality will immerse guests in a new kind of communal, visual and audio experience, in a re-imagined application of virtual reality imaging technology, with a fully integrated music experience. The full Collective Reality experience will be available remotely to a global audience, through excerpts of 360° videos available on Artsy’s Facebook page.

“We’re thrilled to be working with a group of visionary artists who represent the future of new media art and whose work lies at the intersection of art and technology,” said Elena Soboleva, Artsy’s Curator of Special Projects. “Given the challenge of curating VR artwork in a public setting, we were excited about the opportunity to extend the artwork, incorporating a dynamic musical collaboration, to surround the audience, creating a collective experience.”

Portrait of Rachel Rossin by Corey Olsen for Artsy.

Commissioned by Artsy, Rachel Rossin will use technologies such as 360° projection, motion tracking, and avatar puppeteering with support from The Endless Collective, to engage with viewers beyond the cloistered mode of the virtual reality headset. Rossin is the New Museum’s first-ever virtual reality fellow and has been working with the emerging technology of virtual and augmented reality for several years, defining the genre with exhibitions such as Lossy at Zieher Smith & Horton and n=7 / The Wake in Heat of Collapse at SIGNAL.

Process photo. Courtesy of Rachel Rossin.

Selected by SoundCloud, singer, songwriter and producer, ABRA, also known as the "darkwave duchess,” will complement Rossin’s pioneering visual work with her shadowy, alt-R&B sounds to create a unique experience at the intersection of visual art and music. Born in New York and raised in London, before eventually landing in Atlanta, ABRA’s unique upbringing inspired her to learn to play guitar and write. Her breakout single, “Crybaby” has garnered more than 305,000 plays on SoundCloud.

The installation will also feature work by Jon Rafman and Jacolby Satterwhite.

Rafman’s work will lead viewers on a journey through evolving landscapes filled with the artist’s enigmatic visions and sculptural elements. Having worked with VR for years, Rafman is recognized as a pioneer in the medium. His work has been recently exhibited at the Stedelijk Museum in Amsterdam, Manifesta in Zurich, and the Berlin Biennale. 

Satterwhite has also engaged deeply with the medium, experimenting with the dynamic combination of video, animation, and sonic elements. Satterwhite is a 2016 United States Artist Fellow, and in addition to having work featured in the Berlin Biennale, he was a 2014 Whitney Biennial participant. In 2017, his work will be featured in Public Art Fund’s 40th anniversary exhibition and at SFMOMA.

The Faena District Miami Beach has transformed Miami’s Mid-beach into a vibrant art and nightlife destination. In celebration of Art Basel Miami Beach, Faena Art is constructing Time Capsule, a geodesic dome on the beach for an exciting week of programming, including Collective Reality on Wednesday evening. For Artsy, the leading resource for learning about and collecting art, Collective Reality represents Artsy’s commitment to collaborating with established and emerging artists on site-specific projects that engage audiences in new and innovative ways.


Artsy is the leading resource for learning about and collecting art from 4,000 leading galleries, 700 museums and institutions, 60 international art fairs, and select auctions. Artsy provides free access via its website ( and iPhone and iPad apps to 500,000 images of art and architecture by 50,000 artists, which includes the world’s largest online database of contemporary art. Artsy’s encyclopedic database spans historical works, such as the Rosetta Stone and the Colosseum, to modern and contemporary works by artists such as Pablo Picasso, Willem de Kooning, Richard Serra, Lucien Smith, Sarah Lucas, and Cindy Sherman. Powered by The Art Genome Project, a classification system that maps the connections between artists and artworks, Artsy fosters new generations of art lovers, museum-goers, patrons, and collectors.


SoundCloud, launched in 2008 by Alexander Ljung and Eric Wahlforss, lets people discover and enjoy the largest selection of music from the world’s most diverse creator community. This is made possible by an open platform that directly connects creators and their fans across the globe. Music and audio creators can use the platform to instantly share their content with a global audience, as well as receive detailed stats and feedback from the SoundCloud community. For more information, go to: (


Faena Art is a 501(c)(3) nonprofit organization that houses and produces post-disciplinary and time-based experiences. A catalyst for innovative, site-specific, and immersive creative practices, Faena Art is a transformative bridge across the Americas, between the south and the north, the popular and the experimental. Faena Art fosters new models for performative social interaction that transcend the traditional boundaries of art, science, philosophy, and social practice. Ximena Caminos is the Artistic Director and Chair of Faena Art.

In order to ensure a focus on international and transdisciplinary collaborations, we convened the Faena Circle, an international advisory committee of arts professionals with diverse backgrounds who advise on the programming, vision, and direction for this new cultural epicenter in the heart of the Faena District Miami Beach. The Faena Circle includes Carlos Basualdo (Keith L. & Katherine Sachs Senior Curator of Contemporary Art, Philadelphia Museum of Art), Caroline Bourgeois (Curator, Pinault Collection), Gonzalo Casals (VP of Programs and Community Engagement, Friends of the High Line), and Alan Faena (Founder and President, Faena).


Founded in Florence in 1921, Gucci is one of the world’s leading luxury fashion brands, with a renowned reputation for creativity, innovation, and Italian craftsmanship.

Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands.

For further information about Gucci, visit


Collective Reality was made possible by Artsy’s unique, global network, which allowed us to engage the most compelling artists and like-minded partners to create an impactful installation. But, why does Artsy, an Art x Tech company, put resources into enriching offline experiences? Take a look at the history of Special Projects at Artsy and get insight in we’ve used these projects to reach new art audiences.