THE DALI MUSEUM
What do you get when you put together Salvador Dali experts, exceptional storytellers, augmented reality geniuses, and a robust mobile tour platform? Something surreal.
St. Petersberg, FL
YEARS WITH GURU
Visual Magic: Dali’s Masterworks in Augmented Reality
“One day it will have to be officially admitted that what we have christened reality is an even greater illusion than the word of dreams.”
– Salvador Dali
Dali was a master of motion, subtlety, and symbolism. Even the smallest elements of his paintings have a significance that deepens the larger theme of the works. Sometimes those elements are obvious and sometimes, they’re a little harder to see. The team at the Dali Museum needed a creative way to help these subtleties come to life and be shown in a way that reflects the nature of the artists’ works themselves.
For Salvador Dali, challenging and transforming reality through art was an almost daily practice. So what better way to experience Dali’s masterworks than through augmented reality? Visitors can now use The Dali Museum app to trigger a unique experience. Using museum-provided devices–or their own devices with a free download–visitors trigger an AR animation at each of the museum’s masterworks. These animations are overlaid on top of the works themselves and illuminate the complex elements and overall themes layered into each. With beautiful music and sound effects, these works of surrealism can be engaged with in a deeper and more revelatory way. The Guru Experience Co. team worked with the team at Dali to conceptualize the message for each AR moment, and from there took on full scale production of the AR and app development.
The success of this experience has been made obvious by the data collected by the app. AR triggers are successful in launching the experience over 90% of the time, and the majority of users engage with all of the AR moments available.