San Francisco Museum of Modern Art
Ongoing since 2013

Experience a creative reimagining of SFMOMA’s future through an artist-conceived augmented reality mobile application. Developed by Brooklyn-based duo John Craig Freeman and Will Pappenheimer, the public art “app-arition” is both an interactive and an animated interpretation of the art, architecture and potential future experience of the new museum building.


Visualized through a constantly moving assemblage of the museum’s physical and existential parts, the SFMOMA AR app opens the museum up to the virtual world and reflects on its potential existence as a fluid network and beacon for the surrounding community.

Video documentation by Will Pappenheimer.

Architecture/Landscape/Interiors by Snøhetta.


Creative Augmented Reality App in San Francisco: Reimagining the SFMOMA,” Lauren Golightly, Global Site Plans, January 26, 2015.

Clock ticks, ground breaks: SFMOMA kicks off its two years of renovations with 24-hour party, glitter bomb,” Caitlin Donohue, San Francisco Bay Guardian, May 29, 2013.

See photo stream.

About John Craig Freeman

John Craig Freeman is a public artist with over twenty years of experience using emergent technologies to produce large-scale public work at sites where the forces of globalization are impacting the lives of individuals in local communities. His work seeks to expand the notion of public by exploring how digital networked technology is transforming our sense of place. Freeman is a founding member of the international artists collective Manifest.AR and he has produced work and exhibited around the world including at the Los Angeles County Museum of Art, the San Francisco Museum of Modern Art, FACT Liverpool, Kunsthallen Nikolaj Copenhagen, Triennale di Milano, the Institute of Contemporary Art Boston, and the Museum of Contemporary Art Beijing, He has had work commissioned by the ZERO1, Rhizome.org and Turbulence.org. His work has been reviewed in The New York Times, El Pais, Liberation, Wired News, Artforum, Ten-8, Z Magazine, Afterimage, Photo Metro, New Art Examiner, Time, Harper's and Der Spiegel. Christiane Paul cites Freeman's work in her book Digital Art, as does Lucy Lippard in the Lure of the Local, and Margot Lovejoy in Digital Currents: Art in the Electronic Age. His writing has been published in Rhizomes, Leonardo, the Journal of Visual Culture, and Exposure. Freeman received a Bachelor of Art degree from the University of California, San Diego in 1986 and a Master of Fine Arts degree from the University of Colorado, Boulder in 1990. He is currently a Professor of New Media at Emerson College in Boston. Freeman writes, “If Andy Warhol set out to create a distinctly American art form in the twentieth century, I identify with those who seek to create a distinctly global art form in the twenty-first.”
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