‘This is an opportunity to experience art like never before. Explore virtual galleries, solve puzzles, and take your favorite art home – in AR. In times, when you can’t go to the Met, we bring the Met to you.”
The background
2020 has put everything to the test and has challenged us with how we think of experiences, so when Verizon and The Met approached us to find a way to deliver a groundbreaking new experience with The Metropolitan Museum of Art while engaging with live audiences in a safe and meaningful way, we did what had to be done: completely rewrite the rules of engagement.
The execution
By blurring the line between physical and virtual, and using the digital layer as connective tissue, we were able to craft a unique experience that allows users and art enthusiasts to be transported into the heart of the Met and explore it as if they were truly there. Leveraging on webAR and immersive 360 environments, we recreated a faithful true to scale replica of iconic spaces within the Met and created a newly imagined space within which fans could freely move around, interact with the art, and learn about art history.
Part AR, part game, part virtual tour, the experience included a dozen galleries and the renowned Great Hall entirely created in collaboration with the Met staff. Visitors were put to the test in order to complete educational challenges and mini-games. Users who proved to be worthy competitors were able to qualify as art loaners, unlocking the ability to receive a digital version of selected artworks to be loaned and displayed on their own private walls in AR, but only for a limited amount of time.
Verizon 5G Ultra Wideband users had the ability to unlock special features, custom-designed to take advantage of the extreme speed delivered by the Verizon network, and allowing them to dive even deeper into the art world.
‘If beauty will save the world, we need to reframe how we experience and access beauty. It is imperative to blur the line between physical and digital, and focus on emotional reach and engagement instead.’
The results
The Met Unframed provides the opportunity to experience art in innovative new ways, envisioning new ways of what it means to visit a museum. So if you can’t go to the Met, we’ll bring an interactive version of Met to you.
‘5G opens up new ways to experience art.’
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Release Date
2021-02-08
