MuseumsQuartier Vienna becomes an interactive AR art object

As part of the So klingt Österreich initiative, the MuseumsQuartier Wien will be transformed into a musical augmented reality experience in conjunction with the Artivive smartphone app.

The world is constantly changing - and so is the world of art and culture. Growing competition for the attention of visitors and technological changes are just two of the challenges that cultural institutions have to face.

It is therefore important to motivate players from a wide range of sectors to recharge cultural living spaces and allow guests from all over the world to discover them using innovative technologies. Now launched Austria Advertising and the MuseumsQuartier Vienna the first experience in the So klingt Österreich series, as a joint initiative.

Audiovisual show via smartphone

When visitors to the MuemsQuartier point their mobile phones at one of the eight participating cultural institutions or the main courtyard, they experience an audiovisual show - musically curated by Andreas Vierziger from the archives of the mdw - University of Music and Performing Arts Vienna, the KUG - University of Music and Performing Arts Graz, the Mozarteum University Salzburg and the collection of the TONSPUR Kunstverein Vienna animated by Artivive.

"Experiencing the MuseumsQuartier in all its diversity and with all its facets and senses - that's exactly what we want to convey to our visitors. The So klingt Österreich campaign makes this a reality. In addition to the visual impressions in the institutions, visitors are immersed in a diverse soundscape of different musical styles that are linked to the individual institutions - in a nutshell: an experience for all the senses!" says MQ Director Christian Strasser. The So klingt Österreich initiative aims to make living spaces in the country an audiovisual experience. The experience in the MuseumsQuartier Wien is the kick-off, with further locations to follow.

Enrichment for Vienna

The augmented reality experience aims to encourage locals and tourists alike to visit the respective institutions and get to know the new cultural area. The app therefore also contains information about the respective MQ institutions, their exhibits and programmes. Visitors also have the opportunity to share their impressions via the app on social media and thus whet the appetite of their circle of friends for a holiday in Austria and a visit to the MuseumsQuartier Wien.

"The MuseumsQuartier, with its 4.5 million visitors a year, has always been a fixture on every visit to Vienna. It is a place that inspires, where locals and guests meet, exchange ideas, where ideas are created and taken out into the world. In a word, a living space that can now be discovered through a wide variety of musical animations and makes you curious for more. That's why the MuseumsQuartier was the ideal first venue for our 'This is how Austria sounds' initiative," says Petra Stolba, Managing Director of Austrian National Tourist Office.

How it works

To access the digital content, simply download the free Artivive app onto your smartphone or tablet and point it at one of the posters of the eight participating cultural institutions (Architekturzentrum Wien, Dschungel Wien, Halle E+G, Kunsthalle Wien, Leopold Museum, mumok, Tanzquartier Wien, ZOOM Kindermuseum). The app overlays the camera image in real time and short clips provide insights into the various institutions. The accompanying music is tailored to the respective animation and location. Each institution is linked to a specific composition, from classical and contemporary music to electro-acoustic installations.

Source: onlinepc / mqw