How can Museumkaart attract more young people?
Museumkaart wanted to shake off the “dusty” image of museums. Despite 1.4 million members, visits skew toward older, white and highly educated audiences. Young people opt out. Not because they dislike art, but because they do not see themselves in it.
Many young adults see museums as places that only look back. They want a link to now and room to play. Art should feel like something you can interact with, not something you must decode.
Give youth the tools to remix the canon. We launched a campaign where young visitors could reinterpret classic works using AR and generative AI. Local culture makers set the tone with their own remixes, then invited others to join in.
Inside the Museumkaart app, visitors discovered creator-made layers in augmented reality and could make their own versions on the spot. The format was social, personal and easy to share. In galleries it added a playful digital layer without taking away from the original works. The result was a more inclusive museum experience that invited participation instead of passive viewing.
This project is a hypothetical work created as part of a Jonge Honden pitch. It is not commissioned by or affiliated with any real clients or brands.