City Streets, Stories, and the App That Connects Them

The Love Locks at the Distillery District in Toronto. A part of the ArtworxTO initiative

Ever get that feeling you’re only scratching the surface of a place that you’re visiting? You’ve probably invested a ton of time and resources into incredible local programs—public art installations, heritage sites, you name it—only to see them go unnoticed by the very people you want to reach. It’s a common frustration in our line of work; we create the culture but making it easily discoverable is a whole other challenge.

It reminds me of a trip I took a few years back. I was walking through a beautiful downtown square and passed a striking sculpture. I snapped a photo, but it wasn't until I got home that I realized it was a hugely significant piece by a renowned artist with a powerful story. I had been standing right there and completely missed the meaning. It’s a missed connection, and it’s what we’re all trying to solve.

Turning the Entire City into a Discoverable Museum

The City of Toronto faced a similar situation. As part of its ambitious ArtworxTO initiative, the city made a massive investment in public art. But the real question was: how do you connect people—both locals and visitors—to the stories behind these installations?

This is where the partnership with Driftscape comes in. Instead of just putting dots on a static map, the city used our platform to launch interactive, art-based experiences:

• 50+ immersive audio tours

• 4 city-wide scavenger hunts

• Location-triggered storytelling across neighbourhoods

Suddenly, that sculpture on the corner isn't just an object; it's a story whispered directly to you as you approach. By using an app to explore a city, Toronto transformed its streets into a living, breathing gallery.

“Adapting ArtworxTO and our art assets into Driftscape turned out to be an amazing partnership. We were able to try new things and people can experience our art and hear narration about our art on their phones in our city streets.”

– Joe Sellers, City of Toronto, ArtworxTo Project Lead

Making Culture Inclusive for Everyone

This approach is all about simplifying access to culture, making it more inclusive and engaging for everyone. Think about it: features like hands-free audio tours make the experience accessible for people with visual impairments or for those who simply prefer to look at the art instead of at a screen. It removes the potential "gallery intimidation" factor, inviting people from all walks of life to participate in a way that feels natural and personal. It’s a fundamental shift from saying "here is our art" to "let's experience our art together."

Here’s how the experience becomes more inclusive:

• Hands-free audio supports people with visual impairments

• Mobile-first design makes it accessible for all ages

• Eliminates the need for signage or printed guides

• Encourages spontaneous, barrier-free cultural discovery

Extending Reach and Enhancing the Experience

What I find really smart about this approach is how it optimizes resources. An initiative like ArtworxTO has a huge impact, but a digital platform gives it an evergreen lifespan, extending its reach long after the launch announcements fade. In fact, since 2021 this collaboration has led to over 65,000 views of the art around the city. That’s about 40 times a day that people are learning about the art and artists of Toronto! Better yet, the data shows visitors arriving from over 400 area codes have enjoyed the tours across the city: from Little Jamaica to High Park.

ARTWORXTO's tours make art accessible across the city

Speaking of enhancing the experience, the Driftscape Quests game turns art discovery into a fun, family-friendly game, challenging visitors to search for art pieces using augmented reality. (If you’re ever in Toronto, I highly recommend trying the Quest at Yonge & Bloor to see it in action!).

This partnership is about enhancing the physical experience, not replacing it. This approach directly supports the city's long-term vision of creating a vibrant and innovative economy. By making its cultural assets more discoverable and engaging, Toronto reinforces its identity as a world-class destination, encouraging people to explore longer and connect more deeply with the community.

Digital Storytelling is Your Best Ambassador

Here’s the key takeaway: your destination's stories are your most powerful asset, but they can't make an impact if they aren't being heard. Using a mobile app for city exploration acts as a personal guide in everyone's pocket. It empowers visitors and residents to find those "hidden gems" and understand the soul of your city on their own terms.

Sharing Art, No Matter the Community Size (with an app to explore a city)

Think about the potential here, because this strategy isn't just for major metropolitan centres. The beauty of this approach is that it scales to fit any destination.

Why this model works for any destination:

• Flexible for seasonal or year-round programs

• Easy to localize for rural or urban areas

• Celebrate community culture with art crawls, local theatre events and food tours

The appetite for this kind of interactive content is massive, whether you're in a big city or a smaller community with incredible stories to tell.

Ultimately, this is about forging a deeper connection between people and place. When you make your city’s culture easy and exciting to access, you’re not just providing information—you’re creating memorable experiences. And in the tourism world, that’s everything.

Ready to bring your city's stories to life? Explore how your community can turn local stories into unforgettable visitor experiences.