The Art of the Game, a preview of an ARCUB event
Where do art and video games meet? At Hanul Gabroveni, of course!
At the end of this year, at the ARCUB headquarters, Hanul Gabroveni in Bucharest, an event is taking place that promises to redefine the way we look at video games. The exhibition, titled The Art of the Game (TAG), runs from 8 November 2025 to 1 March 2026, offering the public a vast, curated and unique journey into the universe of gaming as a cultural, artistic and educational phenomenon.
Concept and vision
TAG aims to free video games from the simple label of “entertainment” and elevate them to the rank of artistic expression, educational tool and space for social dialogue. Thus, the exhibition invites visitors to see them “as an artistic language, an educational tool with real applications in learning and a social space where communities form and collaborate”.
The exhibition’s curator, Elvira Lupşa, explains: “There is an unprecedented effervescence for video games globally. They are no longer viewed solely from the perspective of an entertainment industry sector, but have become a major cultural force. … We have invited a series of collaborators to tell us stories about video games from very different perspectives.”
Thus, the exhibition creates a space, both physical and mental, where console controllers, VR installations, game design areas and digital art meet to offer a more complex experience than mere “play”.
Exhibition structure: four thematic zones
TAG is organised around four major thematic concepts, each with its distinct role in structuring the visit.
- Discover is the zone where the visual and creative culture of games is explored: comics, illustrations, music, references from digital art and stories that have marked generations of players.
- Play comes with an interactive zone, featuring retro consoles, contemporary indie games, experimental titles, a space where visitors physically “play”, rediscovering the pleasure of gaming as a social and shared experience.
- Learn presents a section dedicated to the game creation process: design-conceptual art, programming, virtual world building, game mechanics. Exhibited in an accessible way regardless of age or experience.
- Immerse comes with multimedia installations specially commissioned for TAG, presenting virtual reality, immersive thematic spaces, expressed to stimulate all senses and the emotional connection with the universe of games.
This structure allows the exhibition to be suitable for both gaming enthusiasts and those who wish to explore contemporary art, digital education or innovation in creative environments.
Why is The Art of the Game important?
It’s worth going to this event because it’s the first large-scale project in Romania dedicated exclusively to video games and related arts, organised by ARCUB, in a truly special setting, Hanul Gabroveni, an emblematic space of the Capital temporarily transformed into a veritable cultural hub of the gaming universe.
The exhibition has an extended programme, running for almost four months (8 November 2025 – 1 March 2026), offering visitors the freedom to choose the ideal moment for a complete experience.
Beyond the exhibition itself, the event also proposes an extensive complementary programme, which includes: TAG Talks, conferences, discussions and keynotes with artists, curators, designers and tech specialists; TAG Edu, workshops for pupils, students and teachers, dedicated to vocational guidance and introduction to game development; and TAG Specials, showcases, launches, friendly competitions, guided tours and meetings with international guests. In addition, tickets are affordable, which makes the experience even more attractive.
Who are the target groups?
The event addresses a wide and diverse audience, from nostalgic gamers who grew up with the first retro consoles, to enthusiasts of indie titles, VR and contemporary interactive experiences. At the same time, it is an ideal space for art and digital culture enthusiasts, who will discover how games intertwine with illustration, music, visual art and multimedia installations.
Professionals and young people in training, designers, programmers, illustrators and educators, will find learning and networking opportunities, and the curious public, regardless of age, will be able to explore what lies beyond the screen and implicitly how a game is built, how a virtual universe comes to life and what the gaming community truly means.
Context and cultural relevance
Video games have evolved significantly in recent decades: from a simple form of entertainment to an artistic, socialising, learning medium. The exhibition reflects this paradigm shift, putting video games in a new light: as a creative, social and educational space.
In Romania, there haven’t been any large-scale events dedicated exclusively to this type of cultural endeavour until now, hence the special relevance of TAG: the concept brings to the forefront an emergent cultural context, creating a bridge between the global video game industry, creators, local communities and the general public.
Some tips for visiting
- Go on weekdays (Wednesday-Friday, 12:00-21:00) if you want a more relaxed and less crowded visit. If you go on the weekend, you can start exploring earlier from 11:00.
- Allow enough time (at least 1-2 hours) to go through both the exhibition itself and the interactive zones. Play & Immerse are spaces for experimentation, so don’t just “pass through”.
- If you are interested in workshops or conferences (TAG Edu, TAG Talks), check the event agenda in advance to register for the sessions that interest you.
- Be open to interactive experiences: virtual reality, multimedia installations. It’s not just a static display, but active participation.
- Pay attention to promotions: there are more advantageous group rates (minimum 4 people).
Ultimately…
If you are passionate about the world of video games, whether as a player, creator, educator or simply curious, then The Art of the Game is an event worth including in your 2025-2026 cultural agenda. An exhibition that not only shows, but involves, challenges and transforms, inviting you to rediscover video games as art and as a learning medium.
Because, ultimately, in a world where the boundaries between entertainment, art and education are blurring, TAG is an opportunity to see what “play” truly means today, both on screen and in reality.