Amsterdam Museum Hijacked By Augmented Reality

Ben Lee

Ben Lee

CEO and Co-founder of Neon Roots

Ben Lee is the co-founder and CEO of Neon Roots, a digital development agency with a mission to destroy the development model and rebuild it from the ground up. After a brief correspondence with Fidel Castro at age nine, Ben decided to start doing things his own way, going from busboy to club manager at a world-class nightclub before he turned 18. Since then, Ben has founded or taken a leading role in 5 businesses in everything from software development to food and entertainment.

Brilliant After Breakfast, a self-described “cheeky agency”, has hijacked the Rijksmuseum Amsterdam with an augmented reality app.  The prank app entitled Paint Job works by downloading the Layar Reality browser app and tapping the screen in front of the first painting to launch the augmented show.  Paint Job takes the sometimes uptight and refined environment of a classic museum and turns it playful with a few funny jabs and clever photoshopping.  While also tipping their hat to more complex issues of copyrights and creativity in the art world.

Through augmented reality technology, the app overlays a new image on top of the masterpiece hanging in the museum.  The augmented artwork can be seen through a user’s mobile device.  When interviewed by the Huffington Post, the creators added, “We strongly believe that nowadays, audiences need to experience more to feel committed to a brand. Social media works in the sense that it enables you to share your experiences, but it is now time for the next step. Augmented reality is a way to make, construct and define those experiences that we all love to share.”

Here are a few images of the sneak attack augmented reality, Paint Job.

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