Contextualizing artworks within the Tate Britain’s collection by engaging visitors in new ways.


The Mill approached this through augmented reality, reimagining the future of museums through AR using Spark AR Studio.


Eight interactive artworks developed by The Mill, that will be available to experience for as long as the paintings are featured within The Tate collection.


The Tate


The Tate

Production Company

The Mill


Augmented Reality / Creative Coding / Design

“There is palpable magic in AR. This is one of a few AR platforms encouraging users to take the reins - Spark AR provides the technology, creators bring the content.”
Sally Reynolds, Creative Director

The Mill teamed up with Tate Britain and Facebook Creative Shop, who selected a number of artworks in the existing Tate collection and challenged The Mill with exploring their hidden narrative through Augmented Reality. By revealing their Untold Stories, specifically, social and cultural challenges that the artist and subject faced at the time, the art is revealed in a new contextual light to the viewer.

After receiving Tate Britain’s selection of artworks, the team set about researching the historical context around each piece and the biographies of the artists in question. Harnessing the knowledge learned, and taking the gallery descriptions of each piece, they set about designing and animating interactive visuals that spoke to each piece’s hidden narrative, with great care to add context, rather than imply new meaning.

The creative team harnessed a variety of animation & scripting techniques to maximize capabilities on the Spark AR platform with Instagram. These animations could be viewed through the camera on the Instagram app, which tracks the paintings and initiates the experience. The paintings now lie in The Tate’s Virtual Wing, a new concept for the museum, which is the beginning of more AR activations to come.

“Our ambition was to engage the viewer to have a deeper curiosity, understanding, and memory of the artwork and the artist. A wholly more interactive experience of a visit to the Tate.”
Sally Reynolds, Creative Director


Production The Mill
Executive Creative Director Rama Allen
Executive Producer Desi Gonzalez
Creative Director Sally Reynolds
Videographer Rauri Cantelo
Developers Kim Kohler, Jack Kalish, Jeffrey Wang, Richard Lapham
Designers Conrad McLeod, Steve Kutny, Ben Weaver, Daniel Whitaker
Senior Producer Hayley Underwood Norton
Production Coordinator Oliver Schwartz