A new app called gowithYamo has launched, blending features of Pokémon GO and Letterboxd to create a social platform for art exhibition-goers. Users can check in at shows via GPS, leave reviews, earn points, and complete challenges like visiting themed exhibitions or following art-world figures. Founded by former investment banker Hubert Velge and managed by Nathalie Brough, the app relaunched in mid-2024 with community features and has seen around 150,000 downloads, currently available only in the UK and Ireland.
The app matters because it aims to democratize the art world by removing intimidation and making art criticism accessible to anyone, gamifying the exhibition experience to encourage broader exploration. By partnering with social media art influencers like Zarina Muhammad and Verity Babbs, gowithYamo taps into micro-audiences and fosters an open, diverse community. It represents a shift toward interactive, playful engagement with visual art, potentially changing how audiences discover and discuss exhibitions.