Zeitz MOCAA is the biggest museum of contemporary art in Africa and its mission is to make art more accessible, digestible and enjoyable for everyone, irrespective of their background, art knowledge or income.
To create a memorable museum experience that is inspiring, dynamic and user-friendly, Zeitz MOCAA is looking at innovative ways for visitors to easily navigate the 7 floors and over 100 galleries inside the museum. By utilising the powerful tool of social media, Zeitz MOCAA has launched the world’s first art museum Insta Map. A dynamic, constantly changing, immersive and inspirational map that guides visitors through the museum.
Once visitors arrive at the museum, they can scan the QR code or go directly to the dedicated Instagram page and start exploring the Insta Map. It gives visitors a quick overview of what is happening on the different floors, which key artworks are where, and even where the toilets are. For short visits, there is a 2-hour Insta tour and also a guide to the most Instagrammable spots in the museum. The Instagram grid is used as a floor-by-floor guide, which includes walk-through videos, photos of artworks along with relatable and easily understandable art descriptions. The artwork descriptions should be educational and enlighten readers on a new subject. This Insta Map allows Zeitz MOCAA to connect with both their new and existing audiences, whilst also educating visitors on unfamiliar topics through a platform they are familiar with.