Case Study: Tate deepens visitor empathy with Modigliani through PRELOADED’s VR experience

TATE engages 78k+ VR sessions with Preloaded

TATE, a major modern art museum, had the bold vision to create the first fully integrated virtual reality experience for a blockbuster exhibition, focusing on artist Amedeo Modigliani. Their challenge was to make this VR experience accessible and enjoyable for their traditional, and often tech-novice, museum-going audience while also making it available online for experienced VR users. They partnered with the vendor Preloaded to develop this innovative project.

Preloaded meticulously recreated Modigliani's final Parisian studio in VR, guided by extensive historical research to ensure authenticity. The solution was designed for audience comfort, featuring a seated experience with intuitive onboarding to make first-time users feel at ease. This integrated experience was a major success, with approximately 3,500 in-gallery visitors using it weekly. Preloaded's work received significant industry recognition, including a D&AD Wood Pencil award.

TATE