Turn that frown upside down - Vienna’s Art Comes to Life

In Vienna, finding a friendly face on the beautiful streets or even at a café or museum, is pretty uncommon. The Austrian capital has a reputation for playing two contradictory roles: it's often ranked among the most livable cities in the world, yet also considered one of the least friendly!

Vienna’s image is often tied to the "Wiener Grant," a kind of grumpy charm that’s as much a part of the city as its rich cultural history. But could the city’s famous grumpiness be influenced by all the stern faces seen in its art? "Friendly Idols" puts that theory to the test, adding a bit of humor to works like Schiele’s "Self-Portrait" or Dürer’s "Feldhase". The result? A unique interaction between the past and present, art and technology, all through the lens of a smile.

For this year‘s World Smile Day, Vienna’s iconic artworks are turning those famous frowns upside down! From October 4 to November 3, the Vienna Tourist Board has teamed up with the city’s leading museums for the "Friendly Idols" campaign, reimagining some of Vienna's most celebrated masterpieces—with a smile. Using the Artivive app and animations by artist Diego Cataldi, you can now experience iconic artworks in a playful new way.

The campaign invites you to explore renowned museums like the Belvedere Museum, Kunsthistorisches Museum Wien, Wien Museum, Leopold Museum, and the Albertina Museum. With a quick scan on the Artivive app, famous paintings by Gustav Klimt, Egon Schiele, Diego Velázquez, and others come to life—literally! These masterpieces, known for their somber, serious expressions, now greet you with a smile.

Ready to see Vienna’s art in a whole new light? Download the Artivive app and join in on this unique experience until the 3rd of November. Not in Vienna? You can experience the artworks online here.

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