VRHAM! 2025 fusion of art and technology

These three examples outline the artistic spectrum of this year's event, according to Ulrich Schrauth, initiator and artistic director of VRHAM! A total of 12 teams of artists from eight countries will be taking part. The choice is by no means coincidental as the VR scene is networked worldwide. And the digital festival is also shining the spotlight on Hamburg in keeping with the strategy of advancing digitalisation. Last year, Hamburg came second in the Smart City Ranking.

The VRHAM! Virtual Reality & Arts Festival is becoming a biennale and an international forum for digital art. "We have developed an entirely new format so that visitors can immerse themselves in a specific subject every two years," said Schrauth. This comes against the interdisciplinary backdrop of digital art, which ranges from computer coding, gaming to theatre, music, film and fashion. "Each festival will take a closer look at one of these genres to unravel the origin of the art form, the potential for fusing the technology and its future direction," Schrauth pointed out. VRHAM! 2025 will focus on facets of visual art including painting, AI art and sculpture to photography and light art, which will be enhanced by immersive media. "In two years' time, the focus will probably be on dance and performance, but it is not yet fully clear. We want to react dynamically to all the latest artistic developments."

"By transforming it into a biennial, we will set a milestone for Hamburg's international image as  a city of art and technology," said Schrauth. "The first VRHAM! in 2018 that we organized was an absolute novelty. We were the first VR festival in the world to present such decidedly immersive art. That attracted international recognition and we presented VR works at festivals in Venice, Miami and Moscow," he added. The development was natural, he stressed. The VR scene is highly collaborative and transnational, interdisciplinary teams often work together. To build on this, the first Digital Art Delegation will be attending VRHAM! this year. 

"Emphasis is on boosting international talks, networking, initiating new projects and shining the spotlight on Hamburg as a digital arts centre," said Schrauth. To this end, organizers are  working with the Senate Chancellery and Hamburg Marketing GmbH. The senate is promoting digitalisation in the city given its long history of media coupled with many excellent agencies, studios and publishers. Universities such as the University of Fine Arts (HFBK) and HAW Hamburg also specialise in digital media. "Artists receive support from initiatives such as nextReality.Hamburg and the Virtual Reality Headquarters (VRHQ) in the Speicherstadt warehouse district. "We want to make these locational advantages better known on a global scale," Schrauth pointed out." To achieve this, VRHAM! is investing a six-figure sum in the eight-day festival, backed by the City of Hamburg and various partners and foundations.

Visitors can look forward to artists from all over the globe when VRHAM! opens its doors in June. "The main exhibition will showcase 12 artists from eight different countries. Some are  internationally renowned and others are emerging talents who will present digital works at the intersection of visual arts and technology. Five projects co-produced in Hamburg will be presented in co-operation with Moin Filmförderung Hamburg Schleswig-Holstein as part of the opening. One highlight is likely to be a sensational immersive installation by the renowned art collective Marshmallow Laser Feast, "which revolves around participatory experience," said Schrauth. The agenda is rounded off by the Digital Art Lab during which experts will shed light on topics from immersive worlds in talks and panels. "This also includes workshops in which  visitors can experiment with the technology themselves," said Schrauth.
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