Untitled Art Fair virtual reality exhibition design, featuring an artwork of a painting

Switching the sands of Miami for the metaverse. Untitled Art asked us to create a world’s first virtual experience that brings people together with art on a global scale.


  • 3D Design
  • Creative Strategy
  • Creative Direction
  • Experience Design
  • Web Design


  • Arts & Culture
  • Technology

Founded in 2012, Untitled Art is a leading independent art fair taking place annually on the sands of Miami Beach. Needing to overcome the closure of the event in 2020 due to the global pandemic, Untitled Art turned to MOVING to offer an alternative solution.

Seeing an opportunity to reach wider markets in a suddenly online-dependent world, we began exploring the possibility of building a virtual fair to sell high-value works, online, in real time. Reworking the iconic Untitled Art tent in 3D, we paired UI design with back-end development to create an immersive and connected experience. The resulting fair was a success, receiving global recognition in the press and an overall 45% of all galleries involved achieved sales. The event also saw several high-value works sold between $50,000–$100,000 and created 200+ leads which went on to generate further post-event sales.

Built fully in-house using 3D software we created the first virtual rendition of Untitled Art Fair, expanding it's reach beyond Miami to the world.
Untitled Art Fair virtual show graphic
Untitled Art Fair showcased on an ipad
UAF virtual chat software UI design
We created the system using a custom CMS to allow for updates by each gallery involved. This extra level of control opened up the ability to modify artwork, sizes, quantity, types, details, prices, booth colours and more, all in real time. The technology developed was instrumental in giving control to each exhibitor.
UAF software UI design showing a purchase page for artwork
The event played host to 40 internationally recognised galleries, each with multiple listings ranging from $1,000 to $160,000. Built using an e-comms framework, the platform allowed users to purchase artworks or enquire with galleries directly using an interactive chat feature which also offered a social functionality for guests to connect with art.
UAF purchase screen showing an enquiry box with artwork information
We created an wider immersive experience to allow for curator commentary, gallerist chat and audio tours to create a true fair experience.

“We are beyond excited to be launching Untitled Art Online at a time when the art world is relying more heavily on digital engagement. Not only have we created an original and innovative virtual experience that is as close to being at Untitled Art Miami Beach as virtually possible, but we are also providing our clients with a state of the art e-commerce platform at a time when they need it the most.”

— Jeffrey Lawson, founder of Untitled Art

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