For people to feel compelled to take a Guided Tour at MASP, we had to prove that the story behind a painting can be as fascinating as the painting itself; that everything the artists endured in their lives ended up leading to the final results of an art piece; that the path of a painting doesn’t end at the last brush stroke. We wanted to show that admiring a painting on MASP’s wall is just a part of the whole experience. We wanted to do all that in a way that was appealing to various audiences, especially to young people.

MASP (Museum of Art of São Paulo) is located in the heart of the city of São Paulo which, just like the museum, is the largest in Latin America. Since 2007 there has been a city law that prohibits any kind of advertising on public streets. MAPS' Hidden Floor not only spreads relevant content to the people while generating an experience with the Museum's product, but also creates an outdoor exhibit in the heart of the city. The app can be perceived as better positioned "external media" that took place in São Paulo without breaking any laws.

MASP's atrium became MASP's hidden floor.

Using cell phones and tablets people were able to have access to culture and art in a simple and democratic way.

MASP got a permanent space to display more than 7 thousand art pieces that were stored in its archives due to lack of space.

MASP gained new curatorship along with an inexpensive, modern and fast way to display its art.