In one of the more recent attempts to inject some modern means into museum and art installations, non-traditional venues are booking more and more “immersive experiences.”
Combining technology, AI, XR, virtual reality, video, sound, and design, attendees to these immersive events have been able to “enter” the paintings of, say, van Gogh, Kahlo or Kandinsky. Or take a trip in a Willy Wonka boat-style journey of color and explosion. Or travel the four corners of the earth in nature as if you were there.
Given its strength of sound and vision, it would seem that rock and roll music would be a perfect subject for such an immersive experience. That has now come to an eye-and-ear popping fruition in Rolling Stone Presents Amplified: The Immersive Rock Experience. It runs now through August 31 at Houston’s ARTECHOUSE art installation venue.
“For us as a cultural space, it’s important to bring events like this to the public in that immersive way. And it’s been amazing to see how this type of show was brought to us. It’s a new way of storytelling,” says Sandro Kereselidze, co-founder (along with wife Tati) and Chief Creative Officer of ARTECHOUSE.
“I’ve watched it so many times, and it takes me to that roller coaster of memories. And what’s beautiful about it, is th at this is real American culture.”
The experience, adapted to take full advantage of the ARTECHOUSE’s 4,000 square foot gallery with 29 projectors, massive sound system, and 270-degree floor to ceiling canvas, is simply stunning. It was originally put together by Illuminarium Experiences.
The 50-minute exhibit features over 1,000 photographs, 200 videos, and 1,300 Rolling Stone covers from the magazines vast nearly 60-year archive. They are projected and moving at a brisk pace on one giant wall, two side walls, and even the floor.
But rather than telling a chronological story of the history of rock the film—narrated by Kevin Bacon—jumps from topic to topic. That includes the elements that make up a band (i.e. “singers,” “guitarists,” “drummers”), to themes of cars, liberation, hair, the studio, and fans in the music.
Throughout, dozens of songs by artists as diverse as KISS, Aretha Franklin, Joni Mitchell, the Beach Boys, Ramones, David Bowie, Dr. Dre, Chappell Roan, WAR and even Thunderclap Newman boom out from the sound system.
For a segment on dedicated fans attending shows during inclement weather conditions, there’s “rain” pouring on the screen while lights replicate thunder and lightning and visuals show soaked fans. Another follows Radiohead in the studio as they put a song together. And another highlights protest/social message songs with lyrics running across the room.
And in the immersive room, attendees can sit on ledges, plush seats, or on the floor. At the VIP Preview the Houston Press was invited to, music fans of all ages gaped in awe while children ran around and danced and Tik Tokers filmed videos of themselves in front of the screens.
Kereselidze—who professes a personal fondness for ‘70s disco music—points out that it’s also educational.
“This is a perfect history lesson of how rock developed, and how Rolling Stone could rally capture that. All this amazing talent is represented. This is a really exciting installation. You can reminisce, but also appreciate the culture at the same time. Rock and roll is our No. 1 export to the world.”
Rolling Stone Presents Amplified: The Immersive Rock Experience runs through August 31 at ARTECHOUSE, 600 W. 6th. For more information, visit Artechouse.com. $39 adults, $29 children 17 and under, plus fees. Ticket includes access to gallery spaces as well.
