Snap Inc. and Qatar Museums Launch Immersive AR Experiences to Celebrate Qatar Museums’ Anniversaries
Under Evolution Nation, this partnership allows visitors to celebrate Qatar’s culture and contemporary identity through immersive experiences at the National Museum of Qatar and Mathaf: Arab Museum of Modern Art.
Snap Inc. has partnered with Qatar Museums (QM) to celebrate its anniversary with immersive augmented reality (AR) experiences. As part of the broader “Evolution Nation” campaign, these activations bring Qatar’s rich cultural heritage and contemporary identity to life through innovative digital storytelling.
This initiative launches with immersive AR experiences at the National Museum of Qatar (NMoQ) and Mathaf: Arab Museum of Modern Art, inviting visitors to engage with Qatar’s cultural story through innovative digital tools.
The collaboration debuts with ARchive of Timeless Culture at NMoQ, inviting visitors to explore the museum’s timeline from the historic palace of Sheikh Abdullah bin Jassim Al Thani to the Jean Nouvel–designed landmark of today. Marking a major milestone for Snap in the region, this initiative introduces the first-ever use of Spectacles, Snap’s next-generation wearable technology that enables users to interact with digital experiences overlaid on the real world.
Snapchat’s AR brings hidden stories and milestones to life, creating an immersive experience. VIP guests at the 50th anniversary celebration also enjoyed a hands-free Spectacles experience for an exclusive exploration of the museum’s story.
Experience One: “Past”
Available on Snapchat and Spectacles, “Past” highlights Qatar’s first cultural hub, established in 1906 with the original White Palace. Guided by a glowing astrolabe, visitors witness its transformation in 1975 into the old Qatar National Museum, marking key milestones in the nation’s cultural journey.
Experience Two: “Present”
Exclusively on Snapchat, “Present” celebrates the museum’s evolution into a modern landmark. The exterior is transformed into a living desert rose, with petals unfolding in real time to reflect Qatar’s beauty, resilience, and connection to its environment.
Later this year, Mathaf: Arab Museum of Modern Art will debut a new AR experience for its 15th anniversary, offering visitors an innovative way to engage with modern and contemporary artworks.
Hussein Freijeh, Vice President of Snap Inc. in MENA, said: “Snapchat has a highly engaged community in Qatar and across the region, and we are proud to collaborate with the National Museum of Qatar on an initiative that connects heritage with innovation. Through the power of AR, culture travels, allowing stories to transcend time and space, and bringing history closer to people in new and meaningful ways.”
Sheikh Abdulaziz Al Thani, Director of the National Museum of Qatar, said: “As we celebrate 50 years of the National Museum of Qatar, ARchive of Timeless Culture lets us honor our rich heritage while embracing innovation for the future. Through this collaboration with Snap, we invite visitors to experience Qatar’s stories in an entirely new way—connecting generations, preserving our cultural milestones, and inspiring curiosity about what comes next.”
The ARchive of Timeless Culture initiative continues Snap’s commitment to using AR as a creative medium for cultural exchange and education. Together, Snap and NMOQ continue to explore how technology can preserve heritage and reimagine it for generations to come.
