TECH NEWS – Yettel and the Museum of Fine Arts bring classical art into the digital age with meme-powered innovation

This year, the Museum of Fine Arts – Hungarian National Gallery and Yettel are launching a fresh and dynamic collaboration. In addition to the popular Múzeum+ evening programs, they’re introducing a unique offering for the Night of Museums. Yettel’s new technology transforms select artworks into memes in an instant.

The theme of the latest Múzeum+ event was tied to the exhibition “The Art of Life – Art Nouveau Poster Art and Object Culture in Hungary (1895–1914)”, opened in early April. The exhibition explores the golden age of Hungarian poster art at the turn of the 20th century through the lens of the Art Nouveau movement. During the museum evening, visitors were invited to discover the era and its artworks through guided tours, while the Yettel ARtmemes project made its debut. The initiative aims to bring classical fine art closer to the public—especially younger generations—via interactive digital experiences. Thanks to the development, select Art Nouveau posters and works from the permanent exhibition are reimagined using augmented reality (AR). Through the Yettel ARtmemes app, visitors can scan designated artworks with their phones to view and share meme overlays. Each meme is accompanied by a brief description written in the tone and language of Gen Z, offering both humor and education.

“Múzeum+ events have a devoted audience, but the museum is committed to ongoing renewal. As one of the region’s leading cultural institutions, we strive not only to innovate in our exhibitions but also in our programming, especially when it comes to reaching younger audiences. That’s why we saw Yettel as a great partner for revitalizing Múzeum+. Though we operate in different sectors, our goals overlap in key areas.” – said Péter Polgár, Head of Corporate Relations at the Museum of Fine Arts – Kultúra 2008 Nonprofit Ltd.

“This cooperation is exemplary because from the very beginning, we were able to think together, aligning our goals and interests. We approached the project as a true partnership. The collaboration between the corporate and cultural sectors is increasingly important, and we want to be at the forefront of showing how such creative alliances can benefit everyone involved. We hope this is the first of many similar initiatives.” – he added.

“In a fast-paced world, it’s becoming harder to capture attention. Museums must compete with the noise of the digital space. As a conscious brand, we’re committed to showing how technology can be meaningfully integrated into everyday life. The ARtmemes project was created to help people connect with classical art through digital experiences and memes. We believe that by connecting culture and technology, we can make museums not only more accessible but also more exciting.” – said Ditta Antalóczi, Head of Brand and Retail Activation at Yettel.

The next stage of the collaboration will be the Night of Museums on June 21 at the Museum of Fine Arts. Until then, the ARtmemes app remains available, and the Múzeum+ series will continue in October and December in collaboration with Yettel.

Source: Yettel