SCULPTURING WITH LIGHT
Even if you have some understanding on how holography works, an unexpected glance at a hologram can still catch
you unaware as to the amazing magical vision you've just witnessed. For almost thirty years now I've been showing
large format holograms at hundreds of events and I'm always surprised at how little the 'that's impossible' reaction
has changed no matter what the viewer's age was. This still is the case even though there are billions of holograms
in circulation (credit cards, driver licenses, magazine covers, etc.).
It's apparent to me that the key to unlock holography's next renaissance is now in the hands of the artists. Whether
it's to capture an image (real or computer generated), sculpture (static or mixed media), composite, portrait,
or movies as originals or limited editions, holography is definitely the artist's tool of the 21st Century.
Just as the artist's imagination is limitless, so are holography's capabilities. We haven't even seen the tip of
the iceberg of holography's potential. The definition of holography is still being defined and it's the artist's
opportunity to participate in defining its future.
How to initially approach the use of holography. Think of it in terms of an empty volumetric space or a 3-D television
screen without the need of special glasses. Look into your mind's eye and then project the image, scene, setting
or movie into this space. Acquire or create the sculptures, materials, accents, textures, props, etc. to materialize
your vision into your setting. Not only can a hologram record all the dimensional aspects of your staged space,
it can be used to produce limited editions. Depending on the size and complexity of your holograms, the costs for
the holography/laser laboratory to produce them can very from hundreds to thousands of dollars. Finding an existing
laboratory isn't much more difficult than finding a good bronze foundry. As always, some research and exploration
(ask for references), into the laboratory's reputation and experience should be conducted.
MARKETING HOLOGRAPHIC ART
Galleries have successfully used techniques to draw attention to
selected pieces of art. Window/entrance placement, rheostat lighting, special
promotions (pre-pub), etc. have proven effective. Getting the attention of the
prospective collector is always a prime concern. Holograms certainly guarantee
to not only get the viewers attention, but also to keep them occupied by inviting
them to notice every nuance of the visual image. The old adage is "a picture
is worth a thousand words". Well, a hologram is literally millions of
pictures. The main question remaining is which holograms will most excite the
Though relatively new in the art market, holograms have been featured worldwide in the most prestigious museums.
Quality holograms generally sell from hundreds to thousands of dollars. Holographic originals and limited editions
by notable artists Dali, Nauman, and Agam have sold for hundreds of thousands of dollars.