Milan has a new open-air museum: it is called MAUA and it is the first augmented urban art museum.

It has been set up away from the city centre and away from the more traditional art circuits to give visitors the opportunity to discover new cultural itineraries. Fifty works of augmented urban art give visitors an opportunity to explore the lesser known neighbourhoods of the city.

Urban art in via Brembo, Milan

Visitors start by choosing their own itinerary and once they arrive at their chosen piece of art, their experience continues in digital form. Each work, framed with a smartphone camera, generates a new image, turning the original one into a digital art work specially created for the museum thanks to augmented reality technologies.

roberto ceccarelli

roberto ceccarelli

Roberto is a business journalist with a focus on the food & wine sector. He worked freelance for many Italian newspapers and magazines such as Italia Oggi, Gdo Week, Il Resto del Carlino.
roberto ceccarelli