The latest Museum+ event was related to the exhibition “The Art of Life - Art Nouveau Poster Art and Object Culture in Hungary (1895-1914)”, which opened at the beginning of April. The exhibition presents the first golden age of Hungarian poster art, which unfolded at the turn of the 19th and 20th centuries in the Art Nouveau style. The museum evening featured exciting guided tours of both the exhibition and the broader Art Nouveau period, and also marked the launch of Yettel’s ARtmemes project. This initiative aims to make classical art more accessible to people, especially young people, through an interactive digital experience. Using augmented reality (AR), the development brings art nouveau posters and select works from the permanent exhibition to life. Through Yettel’s ARtmemes app, visitors can use their phone camera to discover and share digital memes created from featured artwork. Each meme is paired with a short Gen Z-style caption designed to be both funny and educational.
“Although the Museum+ evenings already attract an enthusiastic audience, continuous renewal is also essential for the museum. As one the leading cultural institutions in Hungary and the region, we aim to innovate not only in our exhibitions but also in programming – to reach new and younger audiences. This is why we saw Yettel as an ideal partner for revitalising Museum+. Although we operate in different sectors, our goals align," said Péter Polgár, Head of Corporate Relations at the Museum of Fine Arts – Kultúra 2008 Nonprofit Kft. “I also consider the cooperation exemplary because from the very beginning we were able to think together, align our interests and treat the project as a truly joint project. Partnerships between the business and cultural sectors are becoming increasingly vital, and we are proud to be at the forefront of building creative, mutually beneficial collaborations. We look forward to launching many similar initiatives in the future,” he added.
"In our fast-paced world, it's getting increasingly difficult to capture people’s attention. The physical world of museums now competes with the noise of the digital space. As a responsible brand, we’re committed to demonstrating how technology can be meaningfully integrated into everyday life. The ARtmemes project was created to bring classical art closer to contemporary audiences through digital engagement – making it more relatable through memes. We believe that by combining culture and technology, we can make museum visits not only more accessible, but also more exciting," said Ditta Antalóczi, Head of Brand and Retail Activation at Yettel.
The next event in the cooperation will be the Night of Museums on 21 June at the Museum of Fine Arts, but the ARtmemes app is already available to the public. The Museum+ series will continue in in October and December with further programmes at the Museum of Fine Arts – Hungarian National Gallery, in partnership with Yettel.
The Museum+ evenings programme series has a history of more than 15 years. Held jointly by the Museum of Fine Arts and the Hungarian National Gallery, the events take place on Wednesdays between 6:00 and 10:00 p.m., offering visitors the chance to explore the permanent collections and temporary exhibitions of both institutions. These special after-hours events typically include a variety of traditional and unconventional guided tours, craft workshops, professional and informal round-table discussions, wine tasting, tea and short concerts. The programme is further enriched by brief theatre and contemporary dance performances. |