Museum undergoing refurbishment uses augmented reality billboards to showcase art so public don't miss out

Up until recently, the Museum of Contemporary Art in Belgrade (MoCAB) had been closed to the public since 2007, due to reconstruction of the main exhibition building, which created a wave of public discontent.
In order to increase public sentiment, we launched free augmented reality app “msu ARt”, turning billboards, posters, and print ads in 15 Serbian cities into works of art from distinguished MoCAB collections. To make the world’s largest virtual exhibition of all time and art available to almost every citizen, we gathered the biggest Serbian advertisers: Telekom Serbia, Ahold Delhaize, Halkbank, Bambi, Coca-Cola, Schweppes, Fanta, BMW, Honda, Mini, Tommy Hilfiger, Replay, Diesel, Liu Jo, and Raiffeisen bank.
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Via: Guerilla Blog