As old and new worlds collide, art galleries are increasingly embracing digital engagement and multimedia, and Jack Rutberg Fine Arts in Pasadena has found an unexpected but welcome multi-use: their virtual content is enhancing, rather than replacing, the in-person art experience.
The gallery’s current exhibition, “Hispanic Legacy,” which has been extended through February 1st due to popular demand, is accompanied by a video tour led by gallery director Jack Rutberg himself. https://jackrutbergfinearts.com/videos/#hispanic-legacy But rather than serving as a mere substitute for visiting the gallery, the video has become a compelling prelude to the physical exhibition, particularly resonating with younger viewers.
“We had two high school groups visit recently who had watched the video beforehand,” Rutberg shared during a recent interview. “Rather than finding the in-person experience redundant, they were struck by the differences between viewing art on a screen versus standing before it. They discovered nuances they could never have guessed at from the digital version.”
This revelation is particularly poignant in an age where Generation Z is often criticized for their attachment to screens. The students’ ability to appreciate the distinction between virtual and actual art viewing suggests a more nuanced relationship with digital media than commonly assumed.
The exhibition itself spans centuries of Hispanic artistic influence, featuring works from the early 19th century to the post-war period. Among its treasures are etchings by Francisco Goya and Salvador Dalí—the latter’s 1935 work described by Rutberg as “a virtual retrospective” containing all the elements that would come to define surrealism.
“Context is the very element that charges a work of art with consequence,” Rutberg emphasizes in the video. He draws particular attention to the historical connections between California and Mexico, noting that California was part of Mexico until the mid-19th century—”the time when the French impressionists are painting. It’s not ancient history.”
The works in the exhibition, all from the gallery’s inventory, are all museum-worthy, in a range of prices that might surprise the uninitiated as significant works of art can be surprisingly accessible. They are deliberately arranged to create dialogues across time periods, with pieces separated by a century or more informing and contrasting with each other in revealing ways.
The exhibition was conceived as part of the gallery’s yearlong “Art A to Z” series, introduced to acquaint their Pasadena neighbors with the breadth of their collection. The current iteration was prompted by National Hispanic Month celebrations, showcasing the gallery’s holdings of Hispanic art.
While the exhibition has drawn diverse audiences—from students to art historians, collectors to curators—it’s the interplay between the digital and physical experience that has emerged as an unexpected highlight. As galleries worldwide grapple with the role of digital content, Jack Rutberg Fine Arts demonstrates how virtual tours can enhance rather than diminish the irreplaceable experience of standing before a work of art.
The gallery’s video tour is available online offering a tantalizing preview of an exhibition that, as Rutberg notes, “offers dividends that you just cannot get in a screenshot.”
View the video at https://jackrutbergfinearts.com/videos/#hispanic-legacy
Visit the gallery: Jack Rutberg Fine Arts is at 600 South Lake Avenue, #102 in Pasadena.
For information, call (323) 938-5222
Gallery Hours: Tuesday – Friday: 10:00 a.m. to 6:00 p.m.; Saturday: 10:00 am to 5:00 pm. Free Parking. Entry – South Lake Avenue. Gallery entrance through the lobby.
