The Art and Science of 3D Chalk Art by Anthony Cappetto
4D, that is in the street painting (chalk art) industry refers to the integration of emerging technologies into a designed 3D street art work as one integrated, immersive environmental experience.
A 4D project is not the same as a 3D street painting project alone and requires a much higher level of coordination and design ranging from the new emerging technologies (augmented, virtual) realities, hybrid immersive experiences combining physical and virtual experiences for the clients we work with on Art for After Hours projects.
Many new and truly different experiences using 4D can be designed for our clients and those designs take time, coordination, and a forward thinking team ready to work together and see where conceptual thought can go. When we come upon the well-meaning but unprepared inquiry ranging from:
- Lack of awareness of the 4D concept vs the 3D concept
- 'Sticker shock' when learning value of the 4D experience
- Importance of the direct conversation to clarify the 4D experience
Allow us to clarify these points for our interested readers...
Lack of Awareness of the 4D concept vs the 3D concept
As the industry (agencies, branding, major events) is learning and gaining increasing interest of 4D reaching out with the broad vision, excitement, and racing to be at the head of the pack, early adopting (our favorite) etc., many newer clients see the bright lights of the process, the AR, VR, projection, haptics, etc., but do not see the difference between the 4D as the integration of these and other technologies vs the known 3D experience of the painted or drawn illusion viewed through a smartphone, tablet, or camera device at the artists set design point.
Many inquiries come to us asking for 4D when really wanting a 3D experience (e.g., wishing to have a combined vertical/ground panel together as one illusion calling it '4D' when this is really only an expansion of the 3D illusion). If there isn't a computer generated component in the art experience with our art, it isn't 4D.
'Sticker shock' when learning value of the 4D experience
4D concepts such as the ones Art for After Hours is developing with our technology team are significantly beyond a canned result, all being the efforts of designed coding, modelling, and when new concepts call for, integrating layers of these emerging technologies together with the 3D anamorphic art which is designed in itself. This new artistic/scientific choreography is required for the proper, timely design, execution, and realization of this new chapter in the history of a 400-year-old art form - and this has a value appreciated and expected by the professional client.
Importance of the direct conversation to clarify the 4D experience
Just as 3D street painting was once new and cutting edge, questioned in debunking blogs and sites, and proven by the marketplace to be attractive, the torch of cutting edge is now being passed to 4D emerging technologies.
In order to make the case for the 4D experience with the 3D anamorphic art to the interested, yet wishing to be informed prospective client - a direct conversation will clarify what can be done, and the value in terms of conceptuality, value in campaigns, separating the hype from the delivery. Art for After Hours expects to have the direct conversation with the prospective client and those who represent the prospective client. Levels of contact at this stage tend to lose critical information about the 4D experience and it is best to come together at the outset to save time and get underway at the earliest yet fully informed time for all.
Art for After Hours welcomes and encourages all inquiries for any and all of our services bringing entertainment art in 3D or 4D to our clients, we feel there is a place for all to have art. It may not always be 4D for the reasoning presented above but for those who do - please come to us with a brief of what you seek in 4D, an understanding of its value in the form of a budget, and a scheduling of when you plan to deploy. Anywhere in the USA, nearly anywhere in the world.