Thoughtography - How your mind sees art La Trobe University

Overview

Challenge:

Increase Melbourne’s La Trobe University reputation by building awareness of their radical research and innovation programs – one of the top drivers of university preference within Australia.

Idea:

Create an experience at the crossroads of art and science as the meeting place for innovative thinking. For this we partnered with the National Gallery of Victoria (NGV) and brought the powerful thinking of La Trobe University’s Neuroscience department to the public as an integrated part of the Andy Warhol and Ai Weiwei exhibition.

‘Thoughtography’ showed people how their individual brains experienced art. We used EEG (electroencephalogram) headsets while visitors looked at artworks by Andy Warhol and Ai Wei Wei in a controlled environment and displayed the results live using an IP algorithm which beautifully represented each person’s unique brain activity.

Results:

Over 2000 participants created ‘Thoughtographs’ 

4 week installation extended to 18 weeks due to overwhelming demand.

High engagement at La Trobe Thoughtography website: 4min avg per visit.

Approved by artist Ai Weiwei as an integral addition to the exhibition.

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