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OPENING MoMA Eindhoven - October 22nd
On October 22nd 2011 a virtual MoMA Museum of Modern Art will open at the Stadhuisplein in Eindhoven, marking and celebrating the 1 year anniversary of the "We AR in MoMA" augmented reality (AR) exhibition which was unofficially and ininvitedly installed by Sander Veenhof and Mark Skwarek inside the MoMA NY building exactly one year ago. Looking through the camera of a smartphone, additional virtual artworks appeared amongst the physical artworks on each of the MoMA floors. Furthermore, the building was extended with a virtual 7th floor, now a permanent virtual pied-a-terre on this relevant art location. With a rising number of "AR infiltrations" as well as many official augmented reality manifestations during the past year, GPS-based AR has been put on the map in both art and non-art contexts. Events such as the Venice Biennale unknowingly hosting multiple parallel immaterial realities, but even the White House and Pentagonwere not off limits for AR artists. The opening of MoMA Eindhoven is part of the PULS2011 'Hacking the City' exhibition, and is being launched on the occasion of the Dutch Design Awards nomination of Dutch artist Sander Veenhof in the 'Young Designer' category. A nomination based on his portfolio consisting of various augmented reality projects, exploring and shaping this new spatial reality, expanding our perception of space, redefining our sense of boundaries and limitations and aiming to inspire anyone to become active contributing participants within the newly discovered spaces. Because temporary moving the virtual art show from the MoMA NY to Eindhoven would be against the nature and philosophy of context-aware and site-specific augmented reality art, Veenhof decided to copy the MoMA museum instead, as an alternative but appropriate way to showcase his characteristic approach of AR to the jury of the Dutch Design Awards, which is coincidentally occupying the physical space inside Veenhofs' virtual MoMA at the Stadhuisplein. The new MoMA Eindhoven can be 'visited' using the Layar smartphone app, which is available for free for iPhone or Android devices. Open the Layar titled "MoMA Eindhoven" to view the growing collection of non tangible artworks. Contributing your art to the museum is possible too. The virtual space is yours! Use the easy-to-use uploading system at sndrv.nl/upload or put your virtual artworks near the GPS-coordinate 51.43553, 5.48017 of the Stadhuisplein . [DUTCH ] 
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