In the internet age, the art world is becoming less exclusive. In the interest of promoting global collaboration (and let’s be honest, some sly marketing), Google’s Creative Lab and Tate Modern have worked together to launch This Exquisite Forest. Using advanced features of Google Chrome, this online art venture invites users to draw short animations that build off one another. Only once users have contributed to an existing work can they start their own animation, planting the seed for new collaborations. Displayed as growing trees, these animated art stories are available for everyone on the web to enjoy.
Artists from Tate’s collection started the initial trees: Miroslaw Balka, Olafur Eliasson, Dryden Goodwin, Raqib Shaw, Luian Opie, Mark Titchner, and Bill Woodrow. Contingent on the quality of the submission and its fit within the tree’s current narrative (the trees are supposedly “curated” by their creators), any web user can collaborate with these well-known artists by adding to the animation. The museum has also opened an exhibition displaying the transformed trees with large projections and drawing tablets for museum-goers.