A billboard made up entirely of QR codes shaping the portrait of Pablo Picasso is going up right now to promote the upcoming ‘Discover the Master’ exhibit opening February 19 to May 15 at the VMFA, Virginia Museum of Fine Arts.
The codes on the billboard, posters and print ads will take people to a dedicated website (discoverthemaster.com) hosting 15 pieces of his art plus a link to buy tickets. If you access via computer, instead of your mobile phone, it takes you to the Discover the Master Facebook page.
An app will also lead you to points around SoHo in NYC layered with works from Picasso's own private collection. And fans living in Philadelphia will be able to see the exhibit too using augmented reality on an empty warehouse.
Those who have seen Zoo Record’s ‘Hidden Sound’, will rightly think that it’s exactly the same idea. Nevertheless, still an engaging technique to interact with an audience and a few new twists with the map layering and the AR bits.
Regional Executive Creative Director, Geometry Global Asia Pacific