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The Feel Good Factor: Why Art Is A Dopamine Hit For Travellers
16.02.2024 - 15:24 / forbes.com / Elton John
It’s not clear when London museums first reinvented themselves with the opening of the queue-forming ‘blockbuster’ exhibitions that we are so familiar with these days. Was it back in 2013, when the V&A opened the David Bowie is exhibition? (It was so popular that the exhibit eventually visited five international cities and has now been seen by over two million visitors worldwide, making it on track to become the V&A’s most visited exhibition in its history.) Or could the seed for this phenomenon have been sewn way back in 1972, when the British Museum announced its Treasures of Tutankhamun exhibition, which saw lines snaking around the block – the first for a London museum at the time?
Whatever the date, modern museum-goers across the world now expect top cultural institutions to have an annual ‘headline act’ to pull in the crowds and London, as a city, has mastered the art of the large-scale exhibit.
Of course, big-draw exhibitions, such as DIVA at the Victoria & Albert Museum, are also major tourist attractions, with many travellers making sure they book tickets in advance for these must-see events. Coming up this year at the V&A, for instance, are Fragile Beauty: Photographs from the Sir Elton John and David Furnish Collection (from 18 May), and NAOMI (from 22 June), which explores the career of supermodel, Naomi Campbell. Both tick the boxes of mainstream appeal crossed with artistic prowess (with doses of fashion, art and glamour thrown in for good measure) and will surely be on the wish-list for visitors to London, along with the city’s iconic sights.
Whether it’s the appeal of art and culture made more accessible, or maybe just clever marketing, indeed, the lines between popular culture and what was once viewed as high-brow have been blurred.
Now, a new project by Art Fund, the national fundraising charity for art, could shed more light on exactly why this is the case. Using technology connected to an electroencephalogram (ECG) monitor, visitors to major exhibits across the UK this year can see the impact of art on their own human brainwaves. Wearing a specially-designed headset, you can see your brainwaves visualised on screen in 3D and real-time, as you contemplate pieces of art, with the results indicating that people’s brains are stimulated in a positive way.
Designed in order to prove the fundamental value of art, the technology is set to tour select museums across the UK throughout 2024. Dr Ahmad Beyh, a neuroscientist and postdoctoral fellow at Rutgers University, reveals more: “We know that when a person views something that they find beautiful, for example, a face or an abstract art painting, their brain’s ‘pleasure centres’ light up and its visual sensory centre is engaged more
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