A new adv agency in amsterdam developed “Paint job” an app that allow to hijack Rijksmuseum exhibitions. The idea is simple, to scan a painting and add a fake layer on it. Of corse is not a good way to discover masterpices on museum, it’s a self promotions for this young agency but the viral effect is really funny, they were able to change the focus of an exhibition experience and transform ancient artworks in contemporary and provocative advertising.

digitalbyprocess:

Rijksmuseum Amsterdam gets hijacked with virtual exhibition ‘Paint Job’
Experiencing art in a new way. Virtual exhibition ‘Paint Job’ in which the renowned Rijksmuseum gets hijacked. Visitors will be able to scan paintings with their smart phones using the Layar Reality Browser app. As a result a virtual layer appears on top of the physical painting.