Concept Summary

Endorsing Germany’s most important event of contemporary art, The Art Berlin – how can a tech brand like Samsung keep up with the biggest players of the scene? Street Art interferes with its environment and teases the observer. We amplified these principles by extending the conceptual idea of the artworks through an additional layer in AR. Thus, changing the role of the viewer from a passive consumer to an active participant. Five international artists unfolded their creativity in pop-up galleries, on walls and around monuments which were then enlarged through our AR-app. Each visitor went through a spectacular installation and shaped his unique experience by interacting through augmented reality. We created living murals all over Berlin and added playful layers to famous sightseeing spots – turning the city into a gallery.