Surrealism Reimagined: How Bozar Used Augmented Reality to Engage New Audiences

Bozar, a multidisciplinary arts centre in Brussels, recently ventured into the digital art realm with its project Ceci n’est pas une exposition. This innovative initiative explored the intersection of Surrealism and augmented reality (AR), breathing new life into one of the most influential artistic movements of the 20th century.

In 2024, marking the centenary of the Surrealist Manifesto by André Breton, Bozar hosted an exhibition celebrating Belgian Surrealism. While the exhibition primarily showcased historic works—including paintings, collages, and films—it also posed the question: how can contemporary art reinterpret Surrealist ideas? According to Zoë Gray, Bozar’s Director of Exhibitions, the project aimed to connect “history and heritage with contemporary creation” by leveraging digital media.

Why Augmented Reality?

Gray explained that AR uniquely complements Surrealist principles: “What is more surreal than AR? It allows things that are not possible in reality.” Recognising AR’s potential to challenge perceptions and foster dreamlike interactions, Bozar embraced the medium as a natural extension of the Surrealist ethos.

The project invited five contemporary artists to create AR-based artworks, focusing on text as a unifying medium. Inspired by the Surrealists’ playful and provocative use of language, these artists crafted immersive digital pieces that reimagined public spaces in and around Bozar. Extending beyond the museum’s walls, the AR works encouraged visitors to explore their surroundings through a fresh lens.

“We deliberately sought to include female artists in this project to counterbalance the male-dominated narrative of the historic exhibition. It was important to bring a more balanced and contemporary perspective to the AR works,” said Zoë Gray, Director of Exhibitions at Bozar.

A Collaborative Process

Bringing this project to life demanded close collaboration between artists, tech developers, and Bozar’s team. Jafar Hejazi, Bozar’s Digital Dramaturge, emphasised the importance of communication: “We acted as mediators between the artists and developers, facilitating discussions to ensure the creative vision was realised while meeting technical requirements.”

Each artwork began as an idea on paper, evolving through prototyping and iterative feedback. Emma Dumartheray, Bozar’s Exhibition Coordinator, noted the learning curve involved: “It was a challenge to understand what was possible in the digital world and how these ideas could become concrete results.”

Additionally, Bozar prioritised representation by selecting female artists to balance the historic exhibition’s male-dominated narrative. This deliberate inclusion added a contemporary and diverse perspective to the AR works.

Engaging New Audiences

A key objective for Ceci n’est pas une exposition was to attract younger, digital-native audiences. Bozar reported a 40% increase in social media interactions, with user-generated content highlighting the AR artworks. Furthermore, the project drew 25% more visitors under the age of 30, effectively connecting with a demographic less likely to engage with traditional museum offerings.

To achieve this, the team placed AR artworks in public spaces and promoted them through wild postering and social media campaigns. Dumartheray shared: “People started creating their own stories by interacting with the artworks. Every time they shared their experiences, they became part of our communication strategy.”

However, guiding visitors to the artworks presented initial challenges. Once audiences discovered and interacted with the AR pieces, their enthusiasm drove organic reach, amplifying the project’s visibility.

Lessons Learned

Bozar’s experience offers valuable insights for museums considering similar projects:

1. Foster Collaboration: Clear communication between artists, developers, and curators is essential. Museums should act as facilitators, bridging creative and technical perspectives.
2. Start Small: Early prototyping and testing concepts in physical spaces help ensure that final works resonate with both the setting and the audience.
3. Think Beyond Museum Walls: AR’s ability to activate public spaces can attract new audiences who might not typically visit museums.
4. Embrace Organic Reach: Encourage visitors to share their experiences online, leveraging peer-to-peer communication to amplify visibility.

When budgeting, allocate resources for both AR development and iterative testing. A dedicated project manager can streamline communication, while tools like Unity or Unreal Engine facilitate development. Ensure your team has access to smartphones or tablets for on-site testing to refine the experience.

The Future of AR in Museums

Bozar’s foray into AR demonstrated the medium’s ability to enrich cultural experiences, contributing to the broader trend of ‘Augmented Reality Art Museums.’ By merging historical art movements with cutting-edge technology, Bozar redefined how museums can engage audiences in the digital age.

Hejazi highlighted AR’s accessibility: “With just a smartphone, you can interact with artworks in ways that were previously unimaginable. Unlike virtual reality, AR seamlessly integrates with the physical world.”

Although the project’s scope was intentionally small, its impact was profound. Visitors experienced Surrealism through a contemporary lens, leaving with a sense of wonder. As Gray noted, “This project showed that aiming for a smaller audience can yield deeply satisfying results.”

For museums looking to experiment with AR, Ceci n’est pas une exposition serves as a compelling case study. It proves that digital innovation and artistic heritage can not only coexist but also enhance one another.

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Zoë Gray, Jafar Hejazi and Emma Dumartheray from Bozar spoke at the Museum XR Summit 2024.