The Return of the 'Mortar'

The article discusses a cultural shift back towards physical, tangible experiences in the art world, reversing the early 2000s trend of digital dominance. It notes that art books are thriving as collectible objects, museums are moving away from interactive screens toward sensory, screen-free exhibitions, and the public increasingly seeks real-world social interactions over digital content. The failures of NFTs and the metaverse are cited as evidence of this digital fatigue.

This matters because it signals a fundamental change in how audiences engage with art and culture, prioritizing materiality, presence, and shared experiences over digital convenience. The trend has implications for museums, galleries, publishers, and art fairs, which must adapt to a public that values physical spaces and human connection. However, the article also warns that artificial intelligence could revive the digital 'click' in the future, making this a pivotal moment for the art world's direction.