A city arts centre is inviting people to get up close and personal with a new 'living art' concept to mark its 50-year anniversary relaunch.
The Sainsbury Centre at the University of East Anglia has touted the museum will be the "first in the world to recognise art as being alive" following its opening.
According to the centre, visitors will be able to "transfer their lifeforce and physically materialise it to create new living entities" when interacting with the new art, which will be "more like meeting another person than an inanimate object".
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Visitors will be able to hear the life stories of artworks via a free app on their phones, and automatic image recognition by phone cameras will provide access to each work of art on display.
The major relaunch also includes the announcement of a different exhibition programme with a series of six-month seasons centred on "fundamental societal challenges answered by living art".
Executive director Jago Cooper said: "The Sainsbury Centre is a place where amazing art is alive, egalitarian and freely available for everyone to enjoy and experience in their own way.
"Dividing works of art by culture, artistic movement or time period is a bit like putting them in prison.
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"As living beings and a physical presence of the incredible people and cultures that created them, the art of the Sainsbury Centre can help reframe and answer the most important questions people have in their lives.
"We have developed the environment, experiences and a new approach to help set visitors on this journey and I look forward to welcoming people."
The new exhibition will come as part of the centre's new 'pay if and what you can' universal ticket system that was introduced in March, the first of its kind in the country.
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