Augmented Reality meets art.

Packagings of supermarket products began to pave the way. Then followed the notes of magazines of interest, catalogs of purchases and even some entertainment events. Time was short for augmented reality to reach the art world.

For museums looking for ways to bring their exhibits to life, the appeal of augmented reality is clear: technology allows what we call “rich media” (images, videos, 3D environments and animations) to “come to life” on real environments or objects. Augmented Reality allows these inanimate supports to tell stories, reveal information that enriches the experience, and interact with visitors in real-time .

There is a  great number of cases of museums and galleries that already have augmented reality experiences around the world. From the Artlens2.0 that positioned the Cleveland Museum of Art as one of the first to develop an entirely designed app for this technology that replaces the “oldies” audioguides, going through the New York MoMa with its app for IOS and the British Museum in a partnership held with Samsung to bring augmented reality and virtual reality to their exhibitions.
But if we speak of progress there is an institution that went further: the Hudson Valley’s Omi International Arts Center.  This institution has shown that the possibilities for art in augmented reality do not need an original physical object. In what appears to be an empty field space – in fact, the first permanent art exhibition in RA – the architectural structures of digital representation are revealed only on the screens of the visitors’ smartphones.

In Argentina, CamOnApp developed a campaing in association with Fundación Banco Itaú to enrich the experience of the annual show of the foundation’s award. More than 1500 attendees at the Palais de Glace in Buenos Aires used CamOnApp technology to “connect” in a different way with the works of the 39 artists.