Josephine Ng

Date of Award


Document Type

Thesis - Restricted Access (SIA Only)

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Elena Zavelev

Second Advisor

Maria Sancho-Arroyo


This research explores the dynamic landscape of digital art, focusing on its growing significance in contemporary art. By tracing the evolutionary path of digital art, the study aims to uncover the factors contributing to its increasing prominence. It specifically examines the decade-long success of teamLab's digital exhibitions, investigating how teamLab strategically utilizes public resources, including social media platforms, to enhance awareness of this innovative form of artistic expression. The concept of service theatre is employed to analyze how teamLab's approach provides nuanced insights into the transformative impact of digital art on exhibition methods and its interactions with modern audiences, focusing on three main aspects: 1) Settings; 2) Actors; and 3) Performance. The paper evaluates the influence of the service theatre model on the technology of art, using teamLab's Borderless exhibition as a paradigmatic case. This exhibition serves as an example of how artists respond to technological advancements by creating immersive digital art installations that go beyond traditional mediums. By encouraging visitor engagement, the exhibition blurs the boundaries between art and technology, offering a unique and immersive experience. The paper then delves into discussions on the rise of digital art, the promotional role of social media in the art domain, the integration of virtual reality and augmented reality in crafting immersive artistic experiences, and the consequential impact of digital technology on the art market. In conclusion, the study suggests that digital immersive art has evolved into an independent genre, distinctive within both artistic and market contexts in contemporary times.