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Published: 23 Jul 2012

Magic Tate Ball Art Museum App


London’s Tate Modern has released its newest app, The Magic Tate Ball, geared toward engaging its users in a unique art experience.

Modelled after the popular child’s toy the Magic 8 Ball, the app aims to draw a larger audience to the museum by displaying different artworks from the Tate collection with the shake of a smartphone. After the Tate Ball reveals its selection, there is a ‘Find Out Why’ button that further engages consumers by revealing the reasoning behind the selection, as well as more about the artwork itself. The app goes even further by promising hidden bonus features if visitors use it while in the museum.

Developed by UK digital agencies Thought Den and Tate Media, the app uses GPS locators, weather data, ambient noise levels, date and time to choose a piece of art that best matches the user’s current circumstances. Apps and digital technologies such as these are changing the way we experience everyday life – a concept we touched on in our profile of Project Now: Soundtrack to Life. The new app selects music tracks based on ambient factors.   

Another addition to the collection of Tate mobile apps geared towards making art accessible to a broader consumer base, Magic Tate Ball joins Race Against Time – an app that aims to create a gaming experience within the museum.

Magic Tate Ball