Auronda Scalera and Dr. Alfredo Cramerotti are a dynamic curatorial duo at the forefront of art and new technologies. Together, they have redefined the intersection of contemporary art and digital innovation, curating projects like Art Dubai Digital 2024 and the global exhibition project, ‘Web to Verse’. As curators and directors of the platform Multiplicity-Art in Digital, they focus on diversity, inclusion, and the integration of advanced technologies within the art world. Their work spans from being jury members for the Lumen Prize to contributing to significant discussions on the impact of Web3 and the metaverse, often appearing at prestigious events like the World Economic Forum and the UK Parliament. Their approach to curation is rooted in the idea that art and technology are co-creators of a future where creativity knows no boundaries. Through their innovative projects and thought leadership, Scalera and Cramerotti are shaping the future of digital art. We asked them to answer a few questions in the interview below.
How did each of you begin your journey in the intersection of art and technology? What drew you to this field?
Auronda Scalera: My journey began with a deep-rooted passion for contemporary art, digital art and its evolving forms. During my studies in art history and philosophy under Giorgio Agamben, I was fascinated by how technology could expand the boundaries of artistic expression. The dynamic interplay between art and technology offers endless possibilities for creativity, which drew me to explore this intersection further.
Alfredo Cramerotti: For me, it started with an interest in media and communication, which naturally led to exploring how technology influences art. I was intrigued by the potential of digital media to create new experiences and dialogues within the art world, and I worked at the crossroads of artistic productions and television, radio and early web-based projects. Over the years, this fascination has grown into a commitment to curating and promoting art that challenges and redefines traditional perceptions.
Can you share the story of how your curatorial partnership formed and evolved over the years?
Auronda Scalera: Our partnership began 6 years ago out of mutual respect and admiration for each other’s work. We met at an art fair where our interests in digital art and new technologies aligned perfectly. Since then, we’ve collaborated on various projects, each time learning from one another and refining our curatorial vision. Our shared goal of pushing the boundaries of contemporary art has been the cornerstone of our evolving partnership.
Alfredo Cramerotti: Yes, our partnership is built on a foundation of shared values and complementary strengths. Auronda’s deep knowledge of digital art and my background in media and communication have allowed us to create a synergistic approach to curating. We’ve tackled numerous projects together, from physical exhibitions to online drops to art fairs, constantly evolving our methods and expanding our horizons.
What were the key themes and concepts you aimed to highlight through Art Dubai Digital 2024?
Auronda Scalera: At Art Dubai Digital 2024, we focused on themes such as the convergence of virtual and physical realities, the role of artificial intelligence in art creation, and the impact of blockchain technology on the art market. We aimed to showcase how digital art can transcend traditional boundaries and engage audiences in new, immersive ways even promoting women artists in technologies.
Alfredo Cramerotti: We also wanted to highlight the diversity of digital art practices globally, particularly from the MENA region and the Global South. By bringing together artists who explore various facets of digital technology and art-tech interfaces, we aimed to create a dialogue about the future of art in a digital age and its implications for contemporary culture and society. It was more of a holistic approach to the evolution of human culture than a straightforward pavilion of digital art.
How do you select the artists and works that participate in the ‘Web to Verse’ exhibition?
Auronda Scalera: Our selection process for ‘Web to Verse’, which is also co-curated by Valentino Catricala’, involves a thorough review of the artist’s previous works and their engagement with digital media, tech platforms and audience mediation. We look for originality, innovation, and the ability to create meaningful interactions with the public. We also consider the diversity of perspectives and the representation of different cultures and backgrounds.
Alfredo Cramerotti: Additionally, we focus on the conceptual depth and technical proficiency of the works. We want to ensure that the selected pieces utilise technology effectively and offer a compelling narrative or provoke critical thought. Our goal is to curate a well-rounded exhibition that reflects the current state and future potential of digital art, and to this end, we constantly aim to bridge the contemporary art world with its expansion through the digital dimension.
As curators and jury members for the Lumen Prize, what qualities do you look for in immersive and interactive digital artworks?
Auronda Scalera: When judging for the Lumen Prize, we look for works that push the boundaries of what digital art can achieve. We value creativity, technical excellence, and the ability to engage viewers on multiple sensory levels. Immersive and interactive pieces that invite active participation and offer unique experiences are particularly noteworthy.
Alfredo Cramerotti: We consider the concept behind the work, and the impact, realised or potential, for an audience. Does it challenge existing paradigms? Does it offer new insights or perspectives? The ability to evoke an emotional response and stimulate intellectual curiosity is essential. We seek artworks that not only stand out aesthetically but also resonate deeply with the public.
What impact do you believe digital art has on contemporary culture and society?
Auronda Scalera: Digital art has a profound impact on contemporary culture and society by democratising access to art and fostering global connectivity. It allows for new forms of storytelling and cultural expression, bridging gaps between different communities. It challenges traditional notions of art production and display, making it more inclusive and interactive.
Alfredo Cramerotti: Moreover, digital art reflects and responds to the rapid technological advancements shaping our world. It acts as a mirror to societal changes and offers a platform for discussing critical issues such as data privacy, AI ethics, and digital (multiple) identity. Its ability to adapt and evolve with scientific and technological progress makes it a vital component of contemporary discourse.
For example, in the exhibition “Prediction and Retrospection” about Ding Yi, a leading figure in Chinese geometric abstraction, which I recently curated at Chateau La Coste, the artist’s use of the cross sign, whether a ‘+’ or an ‘x’, as an emblematic gesture and mark, resonates deeply with digital culture. This symbol, ubiquitous in Ding Yi’s work, reflects the intersection of tradition and modernity, illustrating how digital motifs can influence and be influenced by contemporary society. His work bridges the gap between the tangible and the digital, showcasing the profound impact of geometric abstraction on ultracontemporary digital culture and society.
In your opinion, what is the most significant transformation in the art world brought about by digital technologies?
Auronda Scalera: The most significant transformation is the shift towards interactivity and participation. Digital technologies have enabled artists to create works that are not just viewed but experienced. Building on pre-internet art forms like participatory art, Fluxus happenings, and the likes – where the art would not exist without the audience making it happen – the field of art and advanced technologies have changed how art is perceived and engaged with, making it a more dynamic, shared and co-owned medium.
Alfredo Cramerotti: I would add that the decentralisation of the art market, which shook a bit ’tradart’, the established forms of art dealing and trading of art (now the two are slowly merging…), and the peer-support ethos of digital artists through blockchain and cryptography-based art is another crucial transformation. These technologies and modus operandi have opened new avenues for artists – first, to create a strong support system, and secondly, a collector base that allows them to monetise their work. Equally, for collectors of digital art, the first-degree contact with the authors and the possibility to invest in digital assets, whose value is trackable and transparent, was a turning point. This shift is redefining the economics of the art world and expanding its reach to a broader audience.
About Auronda Scalera
Auronda Scalera is a prominent art curator, cultural strategist, and lecturer, recognised as one of NYC Journal’s Top 20 Inspiring Women of 2023. Residing between London, Dubai, and the metaverse, she has delivered lectures at high-profile events like the House of Beautiful Business conference and frequently appears on the art and technology circuit. As an expert witness at the UK Parliament, she contributed to discussions on Web3 and the metaverse. Co-founder of Multiplicity-Art in Digital, she champions diversity in digital art. She also authored a piece in Rizzoli International’s CryptoART monograph on Ellen Sheidlin.
About Dr. Alfredo Cramerotti
Alfredo Cramerotti is the director of mm:museum of art, media, and technology at Northwestern Qatar and serves as president of IKT–International Association Curators of Contemporary Art. He chairs AICA’s Digital Strategies Committee and advises prominent institutions, including the UK Government Art Collection and the Italian Ministry of Culture. A distinguished curator, writer, and cultural critic, Alfredo explores the intersections of art, technology, and society. He has curated major exhibitions worldwide, including Venice Art Biennale pavilions, and authored over 200 texts on contemporary art and media theory. He co-directs Multiplicity-Art in Digital, promoting diverse artistic voices.