Redefining Creative Industries in Visual Arts in the Age of Augmented and Virtual Reality: From Traditional Media to Code-Based Production

MOHSEN FATEHPOUR TEHRAN¹

1) Researcher and lecturer at the University of Applied Sciences, Culture and Art, Unit 48, Tehran, Iran.Email

IOI Code : AAHF-ABFGKZ
Publication : National Conference on Architecture and Art Technologies, Smart City, Soft and Creative Industries and Technological Culture(icact.ir)
Abstract :
    Abstract The rapid development of digital technologies, particularly Augmented Reality (AR) and Virtual Reality (VR), has significantly transformed the production, presentation, and consumption of artistic works. Visual arts, which were traditionally rooted in physical media and material-based creation, are increasingly moving toward interactive, immersive, and code-driven environments. As a result, soft and creative industries are experiencing new forms of cultural and economic value creation based on digital innovation and user experience. This study aims to examine the role of AR and VR technologies in redefining soft and creative industries within the field of visual arts and to explain the transition from traditional media to code-based artistic production. The research adopts a descriptive–analytical approach and is based on library and documentary studies. Data were collected from academic books, scholarly articles, and relevant studies on digital art, creative industries, and extended reality technologies. The findings indicate that AR and VR technologies expand artists’ creative capacities, reduce the boundaries between creators and audiences, and facilitate the emergence of interactive and multi-sensory artistic experiences. Furthermore, these technologies contribute to the development of new cultural business models, digital art markets, and interdisciplinary collaborations among artists, designers, and programmers. However, challenges such as intellectual property issues, unequal access to technology, and transformations in cultural identity remain significant concerns. The study concludes that AR and VR are not merely new tools for artistic presentation but are transformative forces that redefine the nature of visual arts and creative industries in the digital era. They facilitate a shift from material-based production toward code-based, interactive, and experience-oriented cultural creation.

Keywords : creative industries visual arts augmented reality virtual reality digital art creative economy code based production