Immersive technologies in digital art; Refik Anadol, living architecture: Casa Batllo and Instagram content interaction

In this study, the use of immersive technologies in the field of art and their impact on viewers are aimed to be examined. With the advancement of technology, changes have occurred in the field of art. Among the evolving technologies, approaches to labeling media content produced or presented with technologies such as Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), and Extended Reality (XR) as "immersive media" can be observed. Art events realized with these technologies can also be defined as "immersive art." In this study, immersive technologies such as AR, VR, MR, XR, as well as Video Projection Mapping and Artificial Intelligence (AI) technologies, have been examined in the Immersive Technologies section. The reason for this is the personalized experience feature of Artificial Intelligence technology, which analyzes processed data, and the immersive characteristics of placements where software prepared in the digital environment in video projection mapping technique is combined with sound and visual effects. Immersive art technologies have changed the perception of art and viewer perception by enabling viewers to be taken into the artworks instead of passive observation, because immersive technologies enhance interactions by immersing viewers in a virtual reality environment or a digital experience. Refik Anadol exhibits his artworks produced with Artificial Intelligence using immersive art technologies. In this study, Refik Anadol's work "Living Architecture: Casa Batlló" has been chosen as a sample in order to analyze the impact of immersive art technologies on viewers. Interaction of Instagram users with the artwork has been investigated to reach viewer opinions. Content and discourse analyses, qualitative research methods, have been used in the research. The data obtained has been analyzed through the MAXQDA program. The analysis results indicate that the changes brought about by immersive technologies in art demonstrate the significant role of technology in interaction with artworks among viewers. The use of immersive technologies increases positive emotional responses such as the desire to experience again, admiration, and enchantment in viewers.