The Audience

Visitors of MG and interactions with the artworks

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Visitors of MG will be the regular bus passengers of the town of Reading, as the bus will run on standard routes without requiring any additional fee. Moreover, Reading Buses offered to run MG as a “jolly” bus, that is to say, a bus that varies routes on a weekly or daily basis, to reach as many different places and people as possible.

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Covering different routes at different times, MG will have on board, for instance, University students in the evening, pupils in the afternoon, elderly in the early mornings, professionals at the peak hours, etc. This makes the audience of MG extremely varied and also an “involuntary" one: people won't choose to see the exhibition but they will choose to take the bus to go back home, or to go to school, or to see a doctor, etc.

Being that the case, MG ask Artists to consider the way that the public would interpret their works and the diverse daily contexts in which these pieces would be seen.

 

 

When MG was envisioned, it has been imagined as an art space that gives everybody the opportunity to experience art, starting from those who may not be gallery-goers.

The way MG is curated is exactly to enhance as much as possible the bus passengers' understanding of the exhibited Artists. In order to do so, MG plans to use QR codes and augmented reality to help those who want to know more about what they are seeing/experiencing; the specific content of this additional material will vary according to the interest/willingness of the single Artist involved. For instance, a QR code may open the artist's website or/and it may lead to an audio/video file showing the Artist working on that specific piece, etc.

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In any case, the final aim would be creating a 'long-distant, virtual relationship' between the artists and this peculiar audience. MG also envisions that such a relationship can work both ways, as the MG visitors will be enabled to leave comments on the platform they are redirected to by QR codes.