Across the Benelux regions, museums are finding new ways to connect people with art — locally, regionally and far beyond their physical walls. From historic townhouses to experimental contemporary galleries, cultural organisations are turning to digital tools that are flexible, inclusive and built to support different kinds of storytelling.

Partners are using Smartify not just as a single product, but as a toolbox where they can select the features that suit their needs

One platform, many approaches

Smartify is working with a growing number of partners across Belgium and the Netherlands, including the Museum of Fine Arts Ghent (MSK), the Van Abbemuseum in Eindhoven, Writer's Block Street Art Organisation, Rosewood Hotel and Museum Van Loon in Amsterdam, as well as World Press Photo, including its flagship exhibition in Amsterdam. Each institution is distinct in scale, collection and mission, yet all are using Smartify to deepen engagement and broaden access.

Museum of Fine Arts Ghent © Martin Corlazzoli

A digital guide for a vast collection

At MSK Ghent, one of Europe’s oldest museums, Smartify supports a digital visitor guide that brings together thousands of works spanning centuries of European art. Through a custom web app, visitors can explore the collection with interactive maps, personalised tours, a range of audio guides and clear visitor information, all designed to support exploration at every pace. Built-in translation tools also make it easier for international audiences to engage with collections, helping local stories travel further and supporting discovery. Read more about MSK here.

Van Abbemuseum, photo courtesy of the museum/joepjacobs.nl

Layered perspectives through audio

In contrast, the Van Abbemuseum uses Smartify to support its experimental, research-driven approach to contemporary art. For the exhibition Delinking and Relinking, the museum worked with Smartify to create five layered audio tours, including a multi-sensory experience designed especially for visitors who are blind or have low vision. The result is a visit that encourages reflection, dialogue and multiple perspectives, without overwhelming the audience.

Photo of Museum Van Loon by Peter Kooijman

Scanning stories in a historic canal house

At Museum Van Loon, a historic canal house with limited space for traditional labels, Smartify’s image recognition technology enables visitors to scan artworks and objects as they move through the house. These experiences are supported by exhibition pages and an interactive map, helping visitors navigate the many levels and rooms of the house with ease. Together, these tools guide visitors through the space while preserving its character and flow, offering rich interpretation.

Reaching global audiences

Across the Smartify platform, millions of users engage with Dutch and Belgian art from around the world, discovering collections they may never encounter in person. Dutch artists, in particular, attract strong international interest. Works by Old Masters and Dutch painters consistently rank among the most explored on Smartify, with audiences engaging from North America, the UK and across Europe. Through audio, video and translated content, visitors can engage deeply with these artworks, no matter where they are in the world.

The result

Across the Benelux, partners use Smartify not just as a single product, but as a toolbox where they can select the features that suit their needs, from audio and scanning to maps, translations and accessibility tools. Content can be updated easily by teams, reused across contexts and shared beyond the museum walls.

Users who explore a museum in Benelux on Smartify go on to engage with content from another venue — supporting deeper regional discovery rather than one-off visits. Smartify helps create opportunities for cross-pollination, guiding curious audiences from one museum to another, and encouraging deeper regional discovery.

Different museums. Different stories. One flexible platform helping culture travel further.