Triviale Vraegen - Dieric Bouts editie
M Leuven
M Leuven
To put Flemish master Dieric Bouts back in the spotlight, M Leuven wanted more than a traditional exhibition campaign. For DIERIC BOUTS. Creator of Images, we created an augmented reality experience that brought one of Bouts’ most iconic works, The Last Supper, to life. By scanning the painting in the brochure (or the real thing in the exposition), visitors stepped into an interactive AR world that combined art, storytelling, and play. The result was a surprising and accessible way to discover Bouts’ life and work, both inside and outside the museum.
The Challenge
Despite his historical importance, Dieric Bouts remains less known than other Flemish masters. M Leuven wanted to spark curiosity around his work and make the exhibition accessible to a broad audience, without dumbing it down or losing artistic depth.
Our Approach
We developed an AR layer on top of the exhibition brochure. When visitors scanned The Last Supper, they entered an interactive world where Jesus guided them through a Trivial Pursuit-style game about Bouts’ life and legacy. Users interacted with characters from the painting, received tips, and learned through play. To enhance the experience, we collaborated with Het Geluidshuis for the Flemish voice cast, featuring well-known actors, while AI text-to-speech enabled French and English versions. The AR experience turned a static brochure into a rich, multi-platform storytelling tool that extended the exhibition beyond the museum walls.
Results
- 134,000 exhibition visitors
- 10%+ engaged with the AR experience
- Average engagement time of 4 minutes per user
- Strong uplift in attention compared to a standard brochure