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democrARtisation. The largest virtual art exhibition of all time

McCANN BELGRADE, Belgrade / MUSEUM OF CONTEMPORARY ART BELGRADE / 2017

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Overview

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Credits

Overview

Background

Situation: Museum of Contemporary Art in Belgrade has been closed to the public in 2007 due to reconstruction. It’s fallen victim to a seemingly-interminable renovation project. And generations has grown up deprived of the chance to see the museum’s extensive local and international collections. It’s a massive loss – and art-lovers hold the authorities responsible. They’ve held protests in front of the museum – but the art remains locked away.

Brief: Bringing the art back to the people, yet keep them closed to the Museum.

Description

Using the original augmented reality mobile application, user can scan billboards, city lights and in-store ads of various commercial brands and in its’ place will see the art from the museum in real time. The app works on phones and tablets – and it does more than just display the works. Like a virtual curator, it plays audio descriptions about the artists – and shows the locations where the art can be found.

The app’s latest upgrade even includes international products as 3D triggers, so now millions of people can see the museum’s art – no matter where they are in the world.

Execution

The android version of msu ARt application was launched on 25.08.2016 (https://play.google.com/store/apps/details?id=com.hugemedia.msuart).

Using the application, user can scan the ad in any medium and see the art in a real time. The app works on phones and tablets – and it does more than just display the works. Like a virtual curator, it plays audio descriptions about the artists – and shows the locations where the art can be found.

It was promoted via all digital channels of the Museum and its new partners: Coca-Cola, Fanta, Schweppes, Next, BMW, Honda, MINI, Diesel, Replay, Guess, Tommy Hilfiger, Delhaize, Raiffeisen bank and more.

IOS version of the app was launched in December 2016 (https://itunes.apple.com/us/app/msu-art/id1182764857?mt=8).

The app’s latest upgrade even includes 3D triggers and 3D sculptures from the museum, so now millions of people can see the museum’s art – no matter where they are in the world.

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