The only colour capable of containing the whole spectrum marks the rhythm of the brand-new creative codes. A phenomenon that builds bonds between the physical and the virtual worlds, a phenomenon that it is already transforming the scenario into a blank canvas that is able to hold all sorts of conversations.

It may seem like an overused sentence, but the future is certainly now. We are looking at a reality –whose premises were previously foreseen on sci-fi stories– that has taken a new sense, in which everything is possible. Thanks to digitalisation, the new scene that is being drawn before us has accomplished what yesterday seemed like an anecdote, but today seems entirely feasible. Creativity lies undoubtedly in the heart of this conversation, whose main actors have felt much more inspired than ever, before a horizon of endless possibilities and where language declines from the technological point of view. This offers us a different perspective towards creations which can lead to new formulas never before imagined. It is like writing about something that has never been written about. And what is more: the audience leaves its traditional passive attitude behind as it feels cordially invited to participate in a productive conversation.

To enter into this complex universe, the straightest portal is chroma-keying. Also known as chroma key compositing, it is an audiovisual technique used in films, television and photography in which a hue of an image or video is extracted with the aim of replacing the area of the aforementioned hue with a different image or video. That is precisely WOW’s raison d’être, established in a chromatic framework highlighted by the absence of colour. As such, its identity turns into a one-of-a kind, ever-transforming and desire-reflecting blank canvas in the eyes of the viewer. When there’s no background hue, anything is possible and creativity skyrockets. For our platform, this chromatic environment is much more than a mere visual characteristic: it is an ontological inspiration which allows it to stay afloat both in the virtual and in the physical world. The neutrality of chroma keying allows it to take any aspect, so as to create a series of endless universes which solely rely on the gaze of the viewer, similarly to what the actors of the visionary film Avatar do, in which they are able to go deep into the lush scenery of Pandora.

Setting the dramatic resources of the film industry aside, the art world has also longed to venture into this path and it has had a glimpse at how to make the most of this lucrative resource, especially after a year in which the public had to decrease the visits to the outside world and to turn the domestic sphere into a leisure environment. It is a philosophy that matches the foundational values of WOW, in which contemporary creators from the fashion, beauty, technology and gastronomy fields –amongst others– offer their particular vision to connect with the public by opening a conversation with a bidirectional dialectics flow, by constantly changing, by presenting different options, and by incorporating the visitor either from a physical space or from its sofa. It is a motto that can be summarized as ‘being inside in order to exist’ and that draws an endless scene in which all connections –and all realities– are possible.

It was Albert Einstein who claimed that ‘reality is merely an illusion, albeit a very persistent one’ without even realising that almost three quarters of a century later, his words would resonate on the echo caused by the coming of the metaverse. And it’s no surprise, as what is already considered as the next great revolution of the internet raises a series of matters as controversial as the continuity of existence beyond human tangibility itself. It has been a while since we stopped caring whether there is life on Mars, and now the matter is that there is a parallel virtual existence waiting for us on the other side of the screen and the time to dive into the experience has come.