On Saturday October 9th, the MoMA NYC hosted a parallel exhibition on all of its 6 floors and a newly added virtual 7th floor. The show was not visible to regular visitors of the MoMA, but people using the free smartphone application "Layar" were be able to see additional (virtual) art among the physical artworks, put there using a location-based augmented reality (AR) technique. The exhibition was an attempt to present augmented reality art within a most appropriate context: a respected art museum. By choosing that location, the event addressed a contemporary issue with AR having an impact on our society. AR is causing the distinction between private and public spaces to shift. GPS-based marker-less augmented reality has turned any space into a public playground. An explosion of virtual creativity in this public virtual space is going on. As a result, issues about ownership and behaviour in this augmented environment need to be addressed. Choosing the bastion of modern art as the location for the "We AR in MoMA" exhibition made the project an illustrative example of the urgency and relevance of analysing and reacting on the changing relation between virtual and physical spaces.

Being uninvited guest users of the MoMA space themselves, Veenhof and Skwarek opened up the MoMA floors for other contributors too. Artists worldwide were invited to submit their work using an online form or to place their artworks within the walls of the MoMA near GPS coordinate 40.761601, 73.977710. Viewed from an art perspective, the exhibition re-raised the classic question "what is art and what is not?". But on top of the difficulties with the qualitative judgement, the former 'helper' criterium of whether something was placed within museum walls or not is now no longer valid. Virtual artworks by 'non artists' can mix with officially curated art inside an official museum. The museum provides the white cube and the atmosphere, artists choose what to exhibit and the visitor decides what to see. Whether this is a good development for audiences, artists and musea, is to be judged by those visiting the show in the MoMA. Originally intended to last only during the days of the Conflux psychogeography festival, Skwarek and Veenhof decided to add the exhibition to the permanent collection of the MoMA. It can still be viewed.

Besides a new way to exhibit and experience art, augmented reality allows for new types of art and art formats to be developed too. Through AR, the merits of virtual reality have entered our physical environment. In virtual reality, creations can have unrealistic big sizes, they can consist of an infinite amount of elements, and they can be free of any constraints. The virtual dimension allows artists to explore new 'material' opportunities and to conceptualise new formats too. With the added 7th MoMA floor for example, although modelled after the real life 5th floor, the exhibition aims to be an inspiring showcase of how numerous boundaries in terms of realisation and possibilities have now ceased to exist.