J.Demsky on how the Metaverse is Changing Travel and Art

Sculpture of Demsky in the salt flats of Santa Pola
Sculpture of Demsky in the salt flats of Santa Pola | © Heineken

Editorial Manager

Visual artist J.Demsky was part of the graffiti boom of the early 90s and has subsequently travelled from his Spanish home to more than 50 countries to share his work with a wider audience. Using new concepts and different techniques to remain a leading light in contemporary circles, we found out more about how his latest collaboration is challenging the way in which we consume experiences with one another. Can virtual reality ever beat the real thing?

What do you prefer: hanging out in the metaverse or real-life experiences, like travelling and connecting with friends?

speech icon man in bubble

Destinations Unlocked:

Let our travel expert Stefano help you find your perfect Culture trip

Looking for an expert's perspective?

Uncover my top 3 recommended places from each continent on the map.
speech icon man in bubble
left arrow trip map

CentralAmerica

GORGEOUS GUATEMALA

Gorgeous Guatemala

5 days . Mini
speech icon man in bubble

1. Guatemala

An express adventure for those with limited time off. Prepare yourself incredible experiences. You will hike a volcano, visit mayan temples and witness a ceremony and take in beautiful colonial Antigua.

Next

right arrow next slide
left arrow trip map

CentralAmerica

BEACHY BELIZE

Beachy Belize

5 days . Mini
speech icon man in bubble

2. Belize

A quick trip not too far away for those seeking a relaxing mini break. You will have plenty of free time to relax but also some awesome activities to experience the rainforest and the caribbean sea.
left arrow previous slide

Next

right arrow next slide
left arrow trip map

CentralAmerica

COLONIAL MEXICO

Colonial Mexico

5 days . Mini
speech icon man in bubble

3. Mexico

An exciting mini trip exploring the lesser known colonial towns of central Mexico. This is hte perfect trip for someone with limited time off and still wants to turn on explorer mode and do something different.
left arrow previous slide

Back to Map

left arrow trip map

SouthAmerica

ADVENTUROUS ECUADOR

Adventurous Ecuador

8 days . Epic
speech icon man in bubble

1. Ecuador

A remarkable 8 days adventure through the Andes and the Amazon rainforest. The best choice for adventure seekers wishing to visit the 2 most iconic areas of South America, in only 1 week and no flights.

Next

right arrow next slide
left arrow trip map

SouthAmerica

ANCIENT PERU

Ancient Peru

9 days . Epic
speech icon man in bubble

2. Peru

An alternative itinerary to classic Peru, from Cusco to Arequipa. This itinerary is great combination of highlights Cusco and Machu Picchu with the lesser known Arequipa and Colca Canyon.
left arrow previous slide

Back to Map

left arrow trip map

Europe

SEDUCTIVE SOUTHERN ITALY

Seductive Southern Italy

10 days . Epic
speech icon man in bubble

1. Italy

The ultimate Italian experience from the vibrant streets of Naples to the breathtaking sceneries of the Amalfi Coast followed by Matera and down to Puglia with its golden beaches, intense flavours and fascinating destinations.

Next

right arrow next slide
left arrow trip map

Europe

EDINBURGH AND THE SCOTTISH HIGHLANDS BY TRAIN

Edinburgh And The Scottish Highlands By Train

7 days . Culture
speech icon man in bubble

2. Scotland

Embark on this great adventure starting from London all the way to Scotland with a true Scottish experience made of breathtaking sceneries, whisky tasting and ..lots of fun! Ideal for train lovers and explorers.
left arrow previous slide

Next

right arrow next slide
left arrow trip map

Europe

COMPLETE PORTUGAL BY TRAIN

Complete Portugal By Train

8 days . Culture
speech icon man in bubble

3. Portugal

A wonderful train journey around Portugal, from the romantic city of Porto to the Douro Valley, to the beautiful Aveiro all the way to Lisbon and Sintra. The perfect trip to train, culinary and culture lovers.
left arrow previous slide

Back to Map

left arrow trip map

Asia

SOULFUL SOUTH KOREA

Soulful South Korea

10 days . Epic
speech icon man in bubble

1. South Korea

Discover incredible temples, mountains and modern cities on this 10 day adventure. This trip is perfect for those seeking immersion in the cuisine, culture and natural wonders of South Korea.

Next

right arrow next slide
left arrow trip map

Asia

THAILAND, CAMBODIA & VIETNAM

Thailand, Cambodia & Vietnam

11 days . Epic
speech icon man in bubble

2. Thailand

From Bankgok to Angkor Wat to Ho Chi Minh City and everything in between - adventure through the heart of South-East Asia. Taste the delights, see history brought to life and unwind on a Mekong River cruise.
left arrow previous slide

Next

right arrow next slide
left arrow trip map

Asia

SECRETS OF SRI LANKA BY TRAIN

Secrets Of Sri Lanka By Train

10 days . Culture
speech icon man in bubble

3. Sri Lanka

A fantastic adventure that showcases Sri Lanka's fantastic landscapes, wildlife and flavours. With 3 epic rail journeys, 3 UNESCO heritage sites and time to relax, this trip has loads to offer at a great price
left arrow previous slide

Back to Map

left arrow trip map

Africa

EPIC MOROCCO

Epic Morocco

11 days . Epic
speech icon man in bubble

1. Morocco

An epic journey across Morocco: from Casablanca to Marrakech, through the blue city of Chefchaouen to the wonders of the desert and deep to the High Atlas Mountains - this trip has it all! Ideal for true explorers!

Next

right arrow next slide
left arrow trip map

Africa

ULTIMATE EGYPT

Ultimate Egypt

9 days . Epic
speech icon man in bubble

2. Egypt

From Cairo to Aswan, this trip brings the land of the pharaohs to life. You'll visit the Pyramids, Valley of the Kings and Luxor Temple and cruise down the Nile in style. This is the perfect way to explore Egypt.
left arrow previous slide

Next

right arrow next slide
left arrow trip map

Africa

IMMERSIVE KENYA

Immersive Kenya

8 days . Epic
speech icon man in bubble

3. Kenya

An immersive blend of culture and wildlife for first time travelers to Africa. Learn about Nairobi, sample local coffee in the Aberdares and finish up with a fantastic safari stay in the Masai Mara.
left arrow previous slide

Back to Map

Speaking as an artist, I’m especially interested in how the worlds of art, entertainment and technology could converge in new ways, and the endless new possibilities for creativity and artistic expression this could create. But the metaverse has its limitations. It’s no substitute for real-life experiences, for experiencing the vibrancy of the world we live in. This is why I loved being a part of the Heineken Silver campaign, although it was incredibly fun to design parts of their metaverse space, including the bar, but it was clear how much better the experience would be in real life. The best place to do all that is here in the real world…at least for now.

Why is real life travel so important?

Travel enables us to experience the richness of life. When we immerse ourselves in a culture, art, or history that is beyond our own, we expand our world view, which makes way for new ideas and perspectives. My art has taken me to more than 50 countries and, in each new place I visit, I take a small piece away with me that helps expand my artistic output, giving life to new ideas.

Why is it important to have group experiences and connect with people in the real world?

For me, real world experiences can’t be beat. That was really the core message behind the idea of launching a virtual beer in the metaverse that you couldn’t even drink. It was a light-hearted, witty way of conveying that message. We connect on a deeper level when we’re together in person and show up in a more authentic way. I believe there’s an intimacy that we can only fully experience when we’re together in the truest sense of the word, and that’s something that the digital realm hasn’t quite managed to replicate just yet. The metaverse certainly has its intriguing propositions, but you can’t beat a real-life experience with friends.

Demsky sculpture Cartagena

What is the inspiration behind your artworks for the launch of Heineken Silver that you previously mentioned?

I tried to transfer my HPRSPC concept into the project. It is a very specific concept within my artwork where I tried to offer an immersive experience to stimulate the senses. Where perceptions of space and time get blurred. It simulates a place created by infinite cubes and vibrant RGB colours.

Do real places you’ve visited inspire your digital artworks?

Of course, my inspiration comes from a consistent exploration attitude, and the influence of real places and experiences is a lot higher than those in the digital world. Nature offers us everything. For me, travelling is a learning source – it gives us the chance to understand where we live and who we are. At the end of the day, everything comes from within. Although my work is digital, I always want to find a physical medium to express my art. The launch of Heineken Silver allowed me the opportunity to manifest my vision in both the digital and real-world, across the campaign.

What are some of your favourite artistic destinations/galleries to visit?

In my mind, there are three destinations I love to visit, and they all link to one segment of time, these are:

Tokyo: It has incredible architecture and designs that look like they were designed 50 years from now.

Mexico: The old structures across the country, give us an insight into the way we lived, and the inspirations people had in a previous time.

Spain: My home, will always hold a place in my heart, I am constantly inspired by the world around me and there is nowhere I spend more of my time than Spain.

Where have you always wanted to go?

I would rather ask when instead of where. I would love to visit my favourite spots in a different era/period in order to understand their history a lot better.

There are many places in the world I would love to go to. However, I always find it more intriguing to think about where I would go in history. I love the thought of travelling to a different period of history to gain a deeper appreciation of who we are.

Are there any historical places or film/TV locations you would want to visit that don’t exist anymore? Could the metaverse make that real?

The opportunity to travel to historical places would be a dream come true for me. I don’t believe the metaverse could make it as realistic as that, or at least to the point where I would want to experience it. I think if you experienced historical places virtually, you would lose the essence of those special and nostalgic places. Furthermore, these are ancient references and experiences that might not be interesting for the current population, as in today’s world, the way we consume our surroundings is much quicker.

Heineken Silver Bar designed by Demsky in Madrid

How will the metaverse change travel for the better?

I’m intrigued by the concept of being able to travel anywhere – perhaps even to any time – within the virtual world. But I don’t think the metaverse will ever be able to replace travel in the real world. Instead, we may begin to see a convergence of digital and physical spaces, blurring the lines between both. I recently worked on a project to design a virtual brewery in the metaverse using the platform Decentraland. Now, I’m helping the brand to bring that space into the real world too, at destinations all across Europe – starting with Madrid. It’s a really exciting, cutting-edge project: translating something that has only ever existed online into a real, physical space. Although you can travel to lands all over the world at the click of a button, I don’t see a way that the metaverse can beat travel in real life.

What do you like to do when travelling?

Travel for me is an exercise in creativity. It’s an opportunity for me to take in new surroundings and translate these new sights, sounds, smells, and tastes into art. I am constantly trying to expand my artistic output, playing with juxtaposing ideas – the future and nostalgia, creativity and science. And to do this, I draw inspiration from the world around me.

culture trip left arrow
 culture trip brand logo

Volcanic Iceland Epic Trip

meet our Local Insider

Hanna

women sitting on iceberg

HOW LONG HAVE YOU BEEN A GUIDE?

2 years.

WHAT DO YOU LOVE ABOUT YOUR JOB?

It's the personal contact, the personal experiences. I love meeting people from all over the world... I really like getting to know everyone and feeling like I'm traveling with a group of friends.

WHAT DESTINATION IS ON YOUR TRAVEL BUCKET-LIST?

I have so many places on my list, but I would really lobe to go to Africa. I consider myself an “adventure girl” and Africa feels like the ULTIMATE adventure!

culture trip logo letter c
group posing for picture on iceberg
group posing for picture on iceberg

Every CULTURE TRIP Small-group adventure is led by a Local Insider just like Hanna.

map of volcanic iceland trip destination points
culture trip brand logo
culture trip right arrow
landscape with balloons floating in the air

KEEN TO EXPLORE THE WORLD?

Connect with like-minded people on our premium trips curated by local insiders and with care for the world

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.

X

Holiday Sale Offers on Our Trips

Incredible Savings

Edit article