Andria transforms into a virtual urban museum via augmented reality

Artist and designer Gianluca Migliorino has launched ‘Unreal Andria’, a multidisciplinary project that transforms the city of Andria into a widespread virtual urban museum. Part of the ‘R*Estate ad Andria 2026’ program and held under the patronage of the City of Andria, the initiative uses augmented reality to bring contemporary art into public spaces.

The project features 18 artworks associated with 18 specific locations, ranging from the city center to neighborhoods such as San Valentino, Montegrosso, and Castel del Monte. Visitors access the digital works by scanning QR codes with their smartphones, allowing the art to appear within the real-world environment without the need for physical installations in traditional galleries.

Beyond the visual experience, the project serves as a social experiment. Each artwork presents a theme and a question, inviting citizens, students, and visitors to share their reflections via a digital portal. These collective thoughts will be compiled into the ‘Libro della Coscienza di Andria 2026’ (Book of the Consciousness of Andria), creating a digital archive of community reflections. The exhibition opened on August 29 and will remain accessible through the end of September.