Colour Chart Codes
The smartcode 6 sheet posters for Tate Liverpool's summer exhibition Colour Chart: Reinventing Colour, 1950 to Today have been printed and should be going up any day now.
The idea behind the campaign is the belief that a modern gallery can do more than just hang pictures on walls and throw open their doors. Audiences can be engaged with the artworks in new and exciting ways.
The campaign uses smartcodes made from cut up colour chart swatches. These codes not only deliver the ambience of the exhibition they also link potential visitors to video clips of the works on show via their mobile phones.
And although the idea has an attachment to paint and painting there is also a connection to the digital artists on show, such as Cory Arcangel and Angela Bulloch.
If you haven't got a smartcode reader already you can download the free i-nigma reader to your mobile.
Go to www.i-nigma.mobi on your mobile. i-nigma will automatically identify your handset type, download and install the i-nigma reader.
iPhone users can download the free NeoReader app from the App Store - it only takes a moment to install.
(We found the NeoReader app works better with datamatrix codes than the Barcode app.)
The video is free to download but standard mobile internet charges may apply.
Colour Chart: Reinventing Colour, 1950 to Today runs until 13 September 2009. It's a fabulous exhibition for all designer types with an interest in colour be it fashion, graphics or architecture. And oddly enough youngsters would love it too.
Thoughtful thanks to Christoph Grunenberg, Jemima Pyne and Ian Malone at Tate Liverpool for allowing us to film the gallery. Chris Chadwick and Wes Storey for being as helpful as ever behind the camera. And digital darlings Que Pasa who worked with us on delivering the video content using their Mobrool platform. When it comes to delivering a mobile campaign, you'd be hard pressed to find a more creative, flexible and friendly team.
Sunday, June 28, 2009 at 14:31
Reader Comments (3)
Rather fun to use codes in this way - interestingly I've been proposing this to much of the tourism trade for over 4 years so good to see it in use at last :-) But, more importantly, there's more that can be done with these codes that would save the museums money, improve efficiencies and improve the movement (tracking) of pictures and paintings too.
Amazingly, this could happen (securely) with the same code that the public click on to link to the url as it does now.
Although I love the idea of using something like a smartcode to make people interact further with something, I'm really curious about just how many people would consider taking a photo of it and, whether the majority of people understand what one is. Furthermore, what sort of percentage of mobiles actually have smartcode reading capabilities? It'd be great to know.
Hi Neil, sorry for not replying sooner. The ads that have gone out have a graphic that explains what to do with your mobile phone and how to download the software.
Chris