.ART

Title image: VMA’s Futurophia exhibition featuring artist Sophie Delaney — an immersive exploration of identity, technology, and digital aesthetics within the Virtual Museum of Art.

As digital technologies continue to transform the ways we experience and share art, the Virtual Museum of Art (virtualmuseum.art) is redefining what a museum can be. Founded in 2021 by Daithi Magner, this dynamic platform brings together contemporary visual art and Extended Reality (XR) technologies—creating immersive, interactive spaces that anyone can access, anywhere in the world.

For Magner, the idea for VMA emerged during a time when physical galleries were restricted, yet artists were seeking new ways to connect with audiences. His response was to build a space that surpasses geography, opening up new possibilities for exhibiting, learning, and engaging with art. What began as an experiment in accessibility has since evolved into a growing community dedicated to inclusivity, education, and innovation at the intersection of art and technology.

In this exclusive interview with .ART, Daithi Magner shares the story behind the Virtual Museum of Art, reflecting on its mission to democratise access to contemporary art, amplify underrepresented voices, and expand the ways audiences experience XR. He also discusses the decision to adopt the .ART domain—an intentional move that aligns VMA with a global creative network and affirms its identity as a space rooted in artistic experimentation and cultural exchange.

What inspired you to found VMA in 2021, and what gap in the art ecosystem were you hoping to fill?

The Virtual Museum of Art (VMA) was founded in 2021 to create a dedicated platform that bridges contemporary visual art and emerging digital technologies, especially at a time when physical galleries faced restrictions. I identified a gap in accessible, artist-led virtual exhibition spaces that could reach global audiences without the limitations of location or physical space.

 The goal was to democratise access to art by creating a flexible, inclusive venue where artists could present work in immersive digital contexts beyond traditional museums. Digital creative and curator Jacinta Moore joined me a year later, and we are now both actively pushing VMA forward.

How do you see the role of a “virtual museum”?

A virtual museum serves as an innovative portal, transcending geographic and physical limits to connect artists and audiences worldwide. It acts as a cultural platform offering exhibition, education and community-building opportunities, while experimenting with digital storytelling and immersive technologies. Virtual museums compliment traditional institutions by pushing boundaries on how art is experienced and accessed.

Inclusivity is central to your mission, what does that look like in practice for VMA?

We hope to build on inclusivity by amplifying underrepresented voices and marginalised artists, adopting open submission policies, and creating environments accessible to diverse audiences. Our aim is to prioritise accessibility features, multilingual content, global community connectivity and curate broadly to challenge conventional art world hierarchies. Inclusivity remains a continual goal we are dedicated to expanding in every aspect of our work.

What kind of XR experiences have proven most engaging for audiences so far?

Immersive 3D gallery walkthroughs combined with interactive storytelling where visitors can engage with artists’ narratives, video and sound have resonated strongly. We are currently piloting mixed reality experiences that combine 2D and 3D artworks and we hope to present our first exhibition using this format in the future. 

How do you ensure accessibility for audiences who may not have advanced XR hardware?

 VMA offers multiple access points, including web-viewable versions and 360° video tours that run smoothly on standard devices like laptops and smartphones. We avoid exclusive reliance on high-end VR headsets, ensuring the experience is inclusive for users with limited technology. At VMA, we also hope to advise and educate artists about new technologies for creating art. While it may not be for everyone, we believe it’s important for artists to be aware of these emerging possibilities.

What criteria do you use to select artists for the platform, and how do you support them beyond exhibiting their work?

We welcome any artists willing to experiment with new ways of technology, even if it’s just for promotion. Our focus is on openness and encouraging innovation rather than strict selection criteria. Beyond exhibiting their work, we support artists by offering technical advice, promotion, and opportunities to participate in talks or workshops. We also have an ART & TECH day at Limerick Art School on November 27th, which fosters collaboration and learning at the intersection of art and technology.

What role does education play in your programming, and how do you engage younger or first-time audiences with XR art?

Education is key to demystifying XR art—through guided tours, artist talks, and interactive workshops designed for schools and young people. We aim to create welcoming entry points for novices by simplifying interfaces and blending familiar art formats with exciting new technologies.

How do you envision hybrid formats—bridging digital exhibitions with physical spaces?

Hybrid formats allow us to combine the strengths of physical encounters with the global reach of digital platforms. Physical pop-up exhibitions or augmented reality experiences can act as portals into our virtual spaces, encouraging visitors to explore digitally. These formats foster community and offer layered experiences with more sensory engagement.

Why have you decided to choose .ART domain as an online address of the virtualmuseum.art? Does it carry any additional meaning?

Choosing the .ART domain affirms our identity within the global creative community. We feel that the .ART domain and community really give VMA a strong sense of belonging and connection to artists worldwide. It signals to artists and audiences alike that our platform is rooted in art and innovation, not just technology. The .ART domain carries cultural credibility and supports our mission to be a dedicated space for artistic expression online. Being part of the .ART community helps us connect with the broader global arts ecosystem in a meaningful way.