Miami Art Week — December 3-5, 2021

Generative art is created by an artist’s algorithm, minted as an NFT, and housed on the blockchain.

The Digital was an exhibition, auction, and salon that celebrated this latent art movement and emerging online community — finally convening in-person. The first-of-its-kind event placed generative art within a fine art context, exploring and elevating the presentation of NFTs at-large.

The curators and hosts, ARTXCODE, tasked The Endless Co. with presenting the 30+ digitally-native NFTs within a physical space in Miami Beach.

We worked with the curators and artists to determine the best physical presentation of their NFTs, which are listed online via Art Blocks: the home for generative art and one of the event’s lead sponsors.

Prints, square digital screens, large 4K displays, projections, and holographic cabinets: The form factors that filled the skylit space at 1212 Lincoln Rd.

To present the animated and dynamic generative pieces, our team fabricated custom square screens, fitted to the uncommon 1:1 aspect ratio of many NFTs. Samsung Frame 4K TVs housed the NFTs that were rendered in landscape or portrait. Each piece was optimized for its specific display to maximize quality and present as the artists intended.

Our art team rendered two lots using experimental formats.

We collaborated with Snowfro, generative artist and CEO of Art Blocks, to render one of his well-known Chromie Squiggle artworks in a holographic cabinet. Situated in the center of the exhibition, the animated piece rotated in 3D — drawing guests to its eye-catching holographic format.

Century #851, Century #460, and Century #64 by Casey Reas were projection-mapped onto three fabricated portholes, honoring their circular shape and the artist’s request.

As part of the experience design, we projection-mapped the largest wall in the building. At night, the wall came to life with rotating content designed by our partners at Otro Bureau. The featured artworks were projected at an immense scale, while artful animations filled the background during DJ sets.

The exhibition was made possible by a range of sponsors and production partners, including: curation by ARTXCODE, lead sponsors Art Blocks and MoonPay, production design by Proposition Inc., and marketing/design by Otro Bureau.

Photo and Video: Inflight Solutions, ARTXCODE, @missymissvyal, @verticalcrypto, Michael Bass, Danny Drohojowski