New York's newest museum promises immersive art-tech experience

Described as the intersection of art and technology, New York's newest museum, The Mercer Labs Museum of Art and Technology, is set to revolutionize the museum experience with its promise of an "immersive and sensory" journey. Founded by painter, sculptor, and sound and light designer Roy Nachum, the museum, located in Manhattan's financial district, opened its doors in January after an investment of $35 million to transform a former shopping mall. Its official grand opening is scheduled for March 28.

Targeting profitability in a city renowned for its high costs, admission prices are steep, with adults charged $52 and retirees and children $46. However, investor Michael Cayre asserts that it offers great value for a one-hour "ultimate experience."

Mercer Labs aims to captivate visitors with its Instagram and TikTok-worthy installations, joining the ranks of other iconic New York landmarks like the panoramic views from the Vanderbilt Tower's "Summit One," the One World Trade Center, and The Edge skyscrapers.

Roy Nachum, known for designing the artwork for Rihanna's "Anti" album cover, brings his unique perspective to Mercer Labs. His visually stunning installations challenge the traditional museum experience with 15 interactive exhibition spaces, unique listening encounters, and immersive installations that blur the lines between art and technology.

In an effort to engage younger audiences and break from convention, Mercer Labs encourages visitors to touch and interact with the artwork, a departure from the norm in established museums. From darkened rooms featuring Nachum's videos, photos, and holograms to the mesmerizing "dragon's lair" with 500,000 LED lamps, the museum transports visitors into fantastical realms where technology serves as a new medium for artistic expression.

For Nachum, technology is not just a tool but another form of artistic expression, allowing him to push boundaries and create something truly innovative. By blending various technologies, Mercer Labs seeks to redefine the museum experience, offering visitors a glimpse into the future of art and technology integration.