AORA: an Online Platform Using Art to Heal
MADE IN BED is glad to introduce you to the new platform AORA, founded by Jennifer Ellis (Curator and Speaker, Art Bites) and Benni Allan (Founding Director EBBA Architects), launched on the 15th of June.
AORA is a virtual ‘soothing’ platform that instils a sense of calm and wellbeing through the curated meeting of art, architecture and music. Art, architecture and music have the proven health benefits of alleviating pain, improving wellbeing and shortening recovery periods. AORA brings these properties together and provides a space accessible to all, AORA nourishes every individual who is seeking to improve their wellbeing.
MADE IN BED’s Chiara Aluigi had the unique chance to interview AORA’s team to find out more about the platform.
How did you come up with the idea of a platform mixing wellbeing, art, architecture and music? Was it inspired by the current world pandemic, or through more personal experiences?
AORA: The idea started in 2017 when Jenn was in the hospital and noticed there was art on the corridor walls, but none in her hospital room and she thought: what are the benefits of art? This led her to discover a lot of scientific research about the neurological benefits of art: alleviating pain, reducing stress, improving mood. The next thought was, how do we bring these benefits to patients who have reduced mobility? And an interesting solution seemed to be virtual reality. A prototype was created but wasn't successful: it was mimicking reality, and the art displayed was from a pre-existing collection built around more traditional art historical checklists. So it was back to the drawing board!
In 2019 Jenn approached Benni - serial collaborator, close friend, fellow crazy idea enthusiast, and award-winning architect. Benni had been interested in the impact of design and space on health and off they ran. Benni designed a series of spaces from scratch with the aim of questioning the opportunities of the technology and how to display art digitally. They collaborated with a VR technologist who was able to articulate their vision.
Jenn, as a curator, selected works by both emerging and established artists, some represented by galleries others not. The works all responded to a sense of calm and wellbeing as understood through landscape, intimate space and meditative practice. To ensure complete activation of the senses, they invited a different composer for each room, and Benni worked closely with the web developer on the design of the website to ensure a level of fluid interactivity.
So really, it was not inspired by the pandemic. But it was certainly accelerated by it: the focus, the urgency, and the realisation that everyone could benefit from this, discovering beauty in multiple forms with meaning, no matter where they are.
The Place, Courtesy of AORA.
The Place, Courtesy of AORA.
For how long have you worked on the platform before launching? Did you experience any issue during the process?
The idea has been forming for three years, but really AORA has been a work in progress for the last year. It definitely received an injection of energy, however, in the last few months during lockdown! As with any project, there have been moments of high and go, when you're building, and other lull moments when it's more about reflection. It is so crucial, however, to feel out those ebbs and flows, as well a pick up on all the conversations we have had with our collaborators.
When thinking about the artwork going into the space, it was initially a big ask for larger institutions to agree to lend us the work of major artists. We are very thankful to those that took a chance with us. Thinking back, it now makes so much more sense to go directly to artists and galleries, as we've done! Then, of course, there have been technical challenges, as with any new technology or when you're trying to design a seamless user experience. But this is all part of the journey, and we are very proud of the result, which will continually adapt as we learn more.
Could you tell us more about the exhibitions that are going to be organised and about the live programme that is part of the EXCHANGE section?
The exhibitions in AORA will each last three months, giving time for people to visit and really spend time with them. At the heart of each is this core feeling of instilling a sense of calm and wellbeing but this can be explored through so many different angles. In AORA:I we look at the cornerstones of what can help us achieve this state: landscape, intimate space and meditative practice. For AORA:II we will think of time, how it hovers, bends and sways. In the inaugural exhibition, we brought together emerging and established contemporary artists from all over the world. This is something we will continue to do, deeply valuing international dialogue and diversity. But we are very excited about exploring other mediums and different types of art! With the aim of bringing together new narratives, conversations and points of discovery across the history of art. We are furthermore exploring the possibility of a digital residency... so, watch this space!
EXCHANGE is a core part of AORA in that it's a virtual live programme that runs alongside each exhibition. Through talks, movement classes, food and music events, we want to dig into the subjects each exhibition addresses and help people really engage with the content. It is by-subscription but with very low barriers to entry - just 1GBP for the first three months of launch and then just 9.99 GBP per month after that, which is incredible for a concert, let alone talks and a movement class every month! It's also brilliant because you're joining a community of like-minded AORA members and are connecting directly with AORA's Community of experts - people who are leaders in their respective fields: Jordan Ashley (Movement), Imogen Kwok (Food), Stephen Upshaw (Music).
These events bring together AORA members and are available through subscription.
Are the artworks on display all for sale?
Yes, all the works in AORA:I are for sale, with several having already been sold! The prices range from roughly 1,000 - 60,000 GBP, so there's a real range. While the primary purpose of AORA is to inspire, it is also committed to supporting artists and galleries and with that comes the sale of art. So if you are interested in a work, do reach out!
The Hall, Courtesy of AORA.
At the heart is SPACE composed of three halls featuring the work of emerging and established contemporary artists who address and relate to the healing notions of meditation, landscape and environment. Activating the senses of sight and hearing, a bespoke, correlative piece of music by a new composer immerses each hall. Every exhibition is accompanied by information on the individual artists and artworks.
A group of blue-chip galleries and excellent artists are taking part in the platform:
Sinead Breslin, Mark Corfield-Moore, Mandy El-Sayegh (Lehmann Maupin link to gallery’s website), Gabriela Giroletti, Gabriel Hartley (Seventeen link), Dashiell Manley (Marianne Boesky Gallery link to gallery’s website), Gerhard Marx (Goodman Gallery link to gallery’s website), Peter McDonald (Kate MacGarry link), Jack McConville (The Modern Institute), Helen McCusker, David Murphy (Alma Zevi link), Makoto Ofune (Olivier Malingue Gallery link), Rade Petrasevic (Alma Zevi), Rafal Topolewski and Adia Wahid.
The Founders:
Jennifer Ellis. Curator and Speaker, Art Bites.
Benni Allan, Founding Director EBBA Architets.