The Flat – Massimo Carasi Pioneers 3D Virtual Tours for Art Galleries

Milan gallery The Flat – Massimo Carasi has been offering 3D virtual tours of its exhibitions since November 2018, making it an early adopter among Italian galleries. Co-director Daniela Barbieri explains that the technology allows remote visitors to navigate the gallery space freely, view current show 'In My Room' featuring Andrea Carpita and Michael Bevilacqua, and revisit past exhibitions indefinitely. The gallery, which had a website as early as 1999 and later joined Artnet and Artsy, saw virtual tours as a way to connect with its predominantly international collector base. Barbieri notes initial public skepticism, often confusing 3D tours with virtual reality, but emphasizes the tours represent real spaces and artworks. While acknowledging that no reproduction can replace direct experience, she sees virtual tours as essential for engaging distant audiences, especially as mobility decreases and art fairs face reevaluation. The technology still struggles with mutable works like sound or light installations, where video documentation may be needed.