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msu ARt app is a result of collaboration with the Museum of Contemporary Art in Belgrade on a shared mission to rid art of the exclusivity image and make it available to the wider audience. Thanks to the Augmented Reality (AR) technology, the app turns ads of mainstream brands such as Coca-Cola, Delhaize, mts, Plazma, and Halkbank, into artwork.

In order to experience the virtual exhibition, one needs to download the free Android version of the app at Google Play first. When scanning billboards and other ads, user’s mobile device displays a designated artwork from the MCAB collection along with relevant information. The user can then further explore the artwork down to the smallest detail within the ad space at over 950 locations all over Serbia.
Through use of technology and enormous support from global and local brands who lent their ad spaces, significant steps were made to make the priceless artwork form the MCAB collection truly available to all citizens.