Making an art exhibit as socially provocative as the artist himself.
Renee Magritte took the familiar and made us look at it in new ways. He didn't just force us to think, but to unthink. Unthink art. Unthink the art exhibit. Unthink the world around us. So to introduce the exhibit to a more curious audience we asked, what would Magritte do? The answer: remove the barriers between people and art.
App/ Site Design UX, UI
Recognition—
National Addy Awards — Best of Show National Addy Awards — Gold One Show Bronze — Mobile Non-Profit Kinsale International Ambient Campaign - Gold Kinsale International Integrated Campaign - Silver Kinsale International Media - Gold Communication Arts Interactive
The Unthink Magritte app was created to reintroduce the well-known artist to a new audience of younger, more tech-savvy art lovers, breaking down the barriers between the art and the audience in the process. By using their phones, visitors could create and share their own interpretations of Magritte’s work through text, audio and pictures.
— App Case Study —
Next, we set out to remove one of the biggest barriers between people and art: money.
With surreal pricing. The Art Institute decided to unthink admission and allow people to get into the exhibit using surreal art they created at home. Like Magritte. Items were collected and were curated by the museum and actually featured as part of the exhibition. Again making the audience part of the show. Removing the barriers between people and the art, while opening his work up to a whole new audience— we think Magritte would have approved.
— Case Study Promo & Activation—
