The 2023 Pantone Color of the Year is coming to life at ARTECHOUSE, the leading institution for technology-driven art experiences in New York City, to ignite the artist in all of us!

Originally opened in the fall of 2019, we’re on a mission to expand the possibilities of art and how we experience it. Our latest exhibition is an exploration of color inspired by 2023 Pantone color of the year, Viva Magenta.

As you enter the space you’re surrounded by 270-degrees of floor-to-wall high resolution images that send you through a cinematic journey through a euphoric color universe, where you will experience an alternate reality (without needing a clunky headset). This is the fourth consecutive year ARTECHOUSE and Pantone are collaborating to reveal the Pantone Color of the Year, but the very first time a dedicated exhibit will be open to the public.

The experience centers around a 22-minute audiovisual show featuring a huge, floor-to-wall panoramic projection and surround-sound technology that will transport you into the vibrant world of Viva Magenta.

This year’s color of the year, Viva Magenta is inspired by the cochineal beetle which produces carmine dye, one of the most precious, strongest and brightest of the natural dye family. Like the cochineal beetle, the red tone of Viva Magenta connects us to original matter, imbibing us with a primordial signal of strength. Pantone and ARTECHOUSE hope you leave the MAGENTAVERSE embarking on your everyday lives with a sense of power, empowerment, and hope for a more positive future.

Through the intersection of art, science, and cutting-edge technology, we wanted to offer visitors a multi-sensory experience that embodies and celebrates the striking and expressive nature of Viva Magenta.

Sandro Kereselidze, ARTECHOUSE Co-Founder and Chief Creative Officer

Families save on visits to MAGENTAVERSE with family packages at $18/pp. Looking to learn while exploring? Ask for a kids guide when you arrive. Looking for a night out? Their space is the most unique date spot in NYC, offering exhibition-inspired XR Cocktails and Mocktails powered by their free app. Visit Monday and Tuesday from 5pm to close for their Beyond the Bar Program, which is $22 (and the first drink is on ARTECHOUSE!).