Tobii Eye Tracking gives global Renaissance exhibition a new dimension
Stockholm, March 18, 2010 – What is an eye tracker doing at a Renaissance exhibition? The answer is as ingenious as unpredicted – it opens the eyes of the visitors. At the :And there was light Renaissance exhibition opening March 20 in Gothenburg, visitors will have the chance to see da Vinci’s “The Last Supper” and then receive visual feedback detailing how they in fact looked at the artwork using a Tobii Eye Tracker.
The Italian Renaissance is one history’s most progressive eras and is of colossal significance for advances in science, culture, architecture, art, music and social life. :And There Was Light is a unique exhibition that brings together artwork by Renaissance masters Leonardo da Vinci, Michelangelo and Rafael, valued at approximately SEK 2 billion and introduces modern components. For the first time ever, eye tracking will be used at an art exhibit to give visitors yet another dimension to their art experience.
“This is a brand new way of viewing art. Eye tracking has of course been used before to study art, but the greater public has never had access to the technology. Tobii created a demo application specifically for exhibitions and we anticipate the use of eye tracking in more such contexts in future,” comments John Elvesjö, founder and Executive VP Future Markets at Tobii.
The initiative is a partnership with Blekinge Institute of Technology, which will also conduct scientific, eye tracking-based studies.
”My study entails the use of eye tracking and interviews to examine how a number of visitors look at “The Last Supper”,” explains Charlotte Sennersten, researcher at Blekinge Institute of Technology. “Our eyes are our richest source of information – understanding the secrets within through technological advances contributes to new scientific insights. To shape tomorrow’s artists we need to completely appreciate the eye, art, technology and the interaction there between.”
Eye tracking is a technology that enables computers to determine precisely where a person is looking. The technology has numerous application areas. Tobii’s eye trackers are used in eye-controlled assistive devices for people with severe physical disabilities and speech impairments. Instead of a keyboard and mouse, the users simply use their gaze. Conversely, the technology can be used to analyze people's gaze patterns. Eye tracking technology is used in many scientific disciplines and by businesses to reinforce ad campaigns, improve website and software usability, and much more.
When :And there was light closes in Gothenburg, it will tour the world for eight years. Read more about the exhibition
Visualization of an eye tracking study of “The Last Supper”, see Tobii’s press room .
Contact
Sara Hyléen, Corporate Marketing Manager, Tobii Technology AB
Tel. +46 (0)709 161641, sara-(d_)-_hyleen-(_sm3Remove)-_-(_a)-_tobii-(d_)-_com
About Tobii
Tobii Technology is the global market leader in eye tracking – a technology that enables computers to determine exactly where users are looking. Eye tracking can be used for a wide variety of applications. Tobii has designed products that are used to analyze advertising and for usability studies of websites and software. We also make assistive devices for people with severe physical disabilities. Eye control enables people with CP, ALS or paralysis injuries to communicate and use a computer, only with the use of their eyes.
Tobii’s customers and users can be found worldwide and we are devoted to introducing our core technology to new application areas like gaming, diagnostics, and car safety. Founded in 2001, Tobii is one of Sweden’s fastest growing technology companies. Headquartered in Stockholm, Sweden, the company has offices in the U.S.A., Germany, Norway, Japan and China. We sell our products directly and via retailers and partners located all over the world.
Read more at www.tobii.com .