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POP UP GALLERY

The Pop Up Gallery, which The Groundbreakers developed for Switzerland Tourism, brought the online work of successful Belgian and Dutch Instagram artists into an offline environment. The mobile application Instagram and its functionalities came to life in the travelling exposition, without ever connecting to the internet. Spectators showed appreciation by pressing a heart shaped button and giving the pictures their offline like. A bright red-lid heart appeared behind the picture, and the number of likes went up by one. Passerby were able to share the picture by taking one of the small printed postcards and sending it to friends or family via mail. Switzerland Tourisme inspired travellers at the most crowded train stations in the Benelux to stop and get to know Switzerland’s tranquil beauty.

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