more on art everywhere: 

The epochal contribution of urban and street art to the entirety of the cultural and artistic discourse was the displacement of artwork from spaces where it commonly resided into public spaces. Thus, artists created a different platform for art, making it accessible to those who didn’t have an opportunity to enjoy art on a regular basis. What is more, surely some of the artwork found on diverse city walls inspired people to find out more about the work itself and, perhaps, go on a discovery for new artwork in galleries and museums. This was the inspiration for the Art Everywhere campaign. The campaign was launched on August 4th 2014, in Times Square.

Art Everywhere US to tour America's greatest paintings on 500,000 billboards

Art replaced ads in Times Square yesterday with the Art Everywhere US interactive billboard campaign kicking off an American tour of 58…

Art replaced ads in Times Square yesterday with the Art Everywhere US interactive billboard campaign kicking off an American tour of 58 paintings in what it claimed was the “largest outdoor art exhibition ever conceived”.

Backed by five of the US’s top art museums, the art exhibit will see America’s greatest works shown across over half a million US ad boards throughout August, starting in the Big Apple’s iconic Times Square.

Owners of iOS, Android and Windows phones can download Blippar, the mobile augmented reality and image recognition platform, to receive information and audio guides about the paintings.

The project was designed to expose people who may not visit museums, to some of America’s greatest paintings to boost interest in art and drive footfall to the supporting venues.

Miranda Carroll, director of communications for the Los Angeles County Museum of Art, said: “[Art Everywhere] is putting art out there for the public to see in an unusual way.

“It’s not necessarily about making people want to come to museums, but to let them see something that might be inspiring or beautiful or thought-provoking.”

The five participating museums each submitted 20 works of art, from which 58 were chosen in a public vote with Edward Hopper’s ‘Nighthawks’ coming first.

Blippar last month purchased augmented reality network Layar in a move which will see interactive ad schemes even more widespread in the near future.