ADLAR Studio founders Larry Jones and Adam Gross discuss art, tech and AR
Technology has always had a hand in art, from the brush to the camera. However, in recent years the affinity between art and technology has become much closer, with artists becoming more inventive with their expression and pushing the boundaries of art and their experience. Two people who set sail on this technological wave are founders Larry Jones and Adam Great from ADLAR Studioleader in the world of AR print.
ADLAR Studio works with renowned artists and supports them in fusing visual art with augmented reality to create an immersive experience. Once a piece has been scanned via a mobile app, the adventure begins, opening up this new world of art as an experience for collectors. The studio’s current editions feature acclaimed artists Analia Sanban, Kenny Scharf and Shane Guffogg.
Jones and Gross come from strong and broad business, creative and artistic backgrounds. This includes collecting art, curating, exhibiting and creating content, including building and marketing multi-billion dollar international brands, giving the pair a vast knowledge and perspective of art and technology.
In this interview, Jones and Gross talk about how they got started in art, why they decided to incorporate augmented reality into art, and what the future holds for ADLAR Studio.
Q: Hello, Adam and Larry. Thank you for taking the time to speak to us. Could you please introduce yourselves for those who don’t know you yet?
LJ: I’m Larry Jones. I have years of experience working for Viacom/CBS creating digital and linear content while building and marketing multi-billion dollar international brands. For the past six years, I’ve worked with Academy Award-winning VFX masters to create 6DOF (Six Degrees of Freedom) content in virtual reality. I’ve been collecting art for three decades and ADLAR is a perfect combination of all my passions… artists, art, technology and content.
AG: I’m Adam Gross. My background is in the visual arts, with over 25 years collaborating with artists to produce content, exhibitions, projects and many, many editions. Before ADLAR I ran Lapis Press where I had the great honor of working with some very talented artists and art professionals. Working with artists to amplify their voice and help them deepen their connection with their audience has been central to my endeavors. ADLAR brings all these interests together.
Q: Can you tell us how you both got started in the art industry, what role art has played in your life and why you decided to work in art?
LJ: I’ve worked with writers and actors creating TV sitcoms for years, making exposure and participation in the creative process addictive. In my private life as a collector, getting to know visual artists has been a lifelong pleasure. Today at ADLAR it is really fulfilling to be able to help visual artists to digitally bring their practice to life in augmented reality. Many of the artists we speak to were new to the possibilities AR can offer, so it was fun opening their eyes to those possibilities.
AG: I started collecting in my mid-20s, but it wasn’t until my late 20s that I started thinking about a career in art. Art now plays a central role in my life. I cannot imagine life without being surrounded and inspired by art and it is a joy I want to share with others. Realizing how important art was to me, I decided to work in art if I could. And that’s exactly what I did. Now, at ADLAR, I have finally found a place where my interest in art exchange and collaboration with artists can flourish.
Q: ADLAR Studio is at the forefront of augmented reality, opening a new world of possibilities for artists and art collectors by offering fine art editions by renowned artists. Can you tell us more about the editions, the technology and why you chose to integrate augmented reality with art?
LJ: How many times have you looked at an artwork to say, “I can just see the movement in it.” With ADLAR AR prints, we can actually make that movement happen! The editions all start with a conversation, and we let that creative process guide our decisions. The printing technique used (be it screen printing, lithography, digital, etc.) is chosen by the project itself. We find that if we let the project guide us, many decisions are made in terms of dimensions, run size, etc. all.
AG: We’ve heard a lot about NFTs over the past year or so, which isn’t our core, but it’s a possibility for us if the artist is interested, as this is all related to technology. As we combine this cutting-edge technology with traditional art print making, we feel our business fits perfectly in between. It’s a place where we hope to connect with many artists and art collectors.
Q: In recent years, brands, businesses and artists have seamlessly integrated the physical and digital worlds to offer a more immersive and realistic experience to their customers, their community and their fans. What do you think is driving this approach?
LJ/AG: Because we can, I think it’s driven by people looking for new ways to engage, to connect…be it with artists, our clients, or each other. With the further deployment of 5G, edge computing and Web3, the technological possibilities will continue to push the boundaries of what is feasible in the coming years. Much of this technology is used by corporations and large companies. At ADLAR, we look forward to riding this wave into the future by making this technology available to artists and a wider art audience.
Q: With the increasing integration of technology into art, do you think the future of art will be more determined by digital media and less by traditional media?
LJ/AG: The wave we’re in right now is just going to give more people more choices in how they want to consume art. It’s not about making a medium obsolete. It’s all about attracting new users and getting them excited about art and the possibilities artists have to express themselves.
Q: Have you come across any artists in the past year whose work you would like to publish in an augmented reality edition?
LJ/AG: There were so many artists we wanted to work with, too many to name! We deal with a variety of artists across all media so this is a very exciting time. Stay tuned!
Q: What’s next for ADLAR Studio?
LJ/AG: More art. More activations. More artist collaborations.
©2022 ADLAR Studio, Analia Saban,
Len is a curator and writer at Art Plugged, a contemporary platform inspired by his passion for showcasing exceptional artists and their work. He is also studying an MFA in Curating at Goldsmiths London.
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