Österreich Werbung X MuseumsQuartier Wien
- VIE 2020 / Gartenbaukino / Main Stage
MuseumsQuartier Wien as an interactive work of art
„The sound of Austria” aims to transform public spaces across the country into audio-visual experiences. The MuseumsQuartier Wien marks the kick off of this project, conceptualized by the Austrian National Tourist Office (ANTO) and, of course, the MuseumsQuartier (MQ) itself. Other locations throughout Austria will follow.
In their presentation, Djeiran Malek-Hofmann (MQ) and Amira Badi (ANTO) speak about the recent transformation of the MuseumsQuartier Wien into an impressive augmented reality experience. When visitors point their mobiles at any of the eight participating cultural institutions (Architekturzentrum Wien, Dschungel Wien, Halle E+G, Kunsthalle Wien, Leopold Museum, mumok, Tanzquartier Wien, ZOOM Kindermuseum) or the main courtyard, they experience an audio-visual show. The app overlays the camera image in real time and short clips give insights into the different institutions. The music is tailored to the individual location and animation by Artivive and was taken from the archives of the mdw – University of Music and Performing Arts Vienna, the KUG – University of Music and Performing Arts Graz, Mozarteum University Salzburg and the TONSPUR Kunstverein Wien collection, curated by Andreas Vierziger.
The augmented reality experience aims to animate locals as well as tourists to visit the individual institutions and (re)discover their cultural arena. The app thus includes information on the MQ institutions, their collections and programmes. Visitors can also use the app to share impressions on social media, of course, encouraging their contacts to visit Austria and the MuseumsQuartier Wien.
Amira Badi was born and raised in Vienna and is currently working with the Corporate Communication department of the Austrian National Tourist Office. As a culture enthusiast, she is always on the lookout for interesting cultural projects at work and in private life.
Djeiran Malek-Hofmann is the head of Communications & Marketing at the MuseumsQuartier in Vienna. Born into a creative and artloving family of Iranian descent looking for innovative interdisciplinary approaches is part of her DNA.