This year, the Museum of Fine Arts – Hungarian National Gallery and Yettel are bringing the popular Museum+ programme series to the public in a new, close cooperation. Together, they are also preparing a special event for the Night of Museums. As part of the initiative, a new innovation from the mobile operator transforms artwork into memes in an instant.
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 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.
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 October and December with further programmes at the Museum of Fine Arts – Hungarian National Gallery, in partnership with Yettel.
Ditta Antalóczi, Head, Brand and Retail Activation, Yettel
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.