Wolfgang Bergmann, Chief Financial Officer, Belvedere (c) Elif Gündüz 

Museums are often seen as places where history lives. Has your idea of time and how people experience it changed now that so much is happening online? 

Yes, absolutely. The Belvedere sees itself as a museum that matters—connecting past, present, and future. In the digital age, authentic, physical and emotional encounters with art gain even more significance—they offer an anchor in a fast-paced, virtual world. At the same time, many experiences are becoming more fluid, merging physical presence with digital access. This convergence is not a contradiction but an enrichment. 

How have your audiences changed, not just in who they are but also in what they expect from a museum visit today? 
Our audience has become more international, tech-savvy, and discerning. Expectations have risen in terms of service quality, digital integration, and personal relevance. Visitors want a smooth, intuitive experience—from booking tickets via smartphone wallets to accessing content through digital audioguides or AR. At the same time, younger audiences increasingly look for playfulness, interactivity, and emotional engagement with cultural content. 

Digital Tools & Physical Space 

How does Belvedere approach digital tools—as a separate channel, or as a second layer that extends the museum experience? 

We are undergoing a full digital transformation across all areas of museum work—from collection management and visitor services to education and communication. We see digital tools as integrated layers that extend, personalize, and sometimes even reinvent the museum experience. A key focus is personalization, using AI to tailor content by language, interest, or learning style—enabling more accessible and relevant interactions. 

This includes pioneering work in Web3: our NFT project based on Klimt’s The Kiss reached global audiences, generated over 4,8 million euros in revenue, and established new emotional connections through features like personal dedications. These projects are not gimmicks—they are part of a long-term strategy to bridge cultural heritage with contemporary relevance. 

Are there technologies you’ve tried that didn’t work as expected, or surprised you in how people responded? 
We’ve seen that behavioral change takes time. During the pandemic, we expected our digital audioguide to quickly replace traditional devices—but visitors still frequently choose the familiar physical device. The lesson is clear: digital solutions must be intuitive and reduce friction. That’s why we’re working on making access to tools like digital guides or NFT even easier—for example, removing the need for cryptocurrency and allowing payments in euros via credit card. 

European Collaboration & Innovation 

What has Belvedere gained from engaging with European partners like EIT Culture & Creativity? Are there concrete ways these connections shaped your projects?

 
We recently joined EIT Culture & Creativity and see 2025 as a year of discovery. We’re learning about synergies and funding opportunities in the European innovation landscape, with the goal of linking our digital and curatorial work to broader networks. We also see this as a chance to connect with startups working at the intersection of culture, tech, and education. 

What kind of support do cultural institutions really need today when it comes to innovation?

 
It’s about know-how, partners with complementary skills, and a mindset shift. Innovation means experimentation—and that includes failure. In Austria, we sometimes see unsuccessful pilots as wasted effort. But we need to reframe this: unsuccessful projects are learning tools and stepping stones for future breakthroughs. 

Reaching New Audiences 

Digital channels often attract unexpected guests who wouldn’t necessarily visit in person. How has this shaped your thinking about your role as a museum? 

Our digital initiatives—like our Kiss NFT or the AR game The Fantastic Palastics as well as the Roblox game Art Leap —create new emotional and educational entry points. We’ve had NFT buyers travel to Vienna to see The Kiss in person, and kids who’ve played our games now feel connected to the museum in a lasting way. These are not substitutes for a physical visit—they’re invitations. 

Belvedere is a national institution, but you now have a global audience online. How do you balance the museum’s local identity with this broader reach? 

We promote the Belvedere globally through strategic tourism and digital outreach while simultaneously deepening our local presence with free events, public programs, and community partnerships. Our physical sites—especially the baroque palace and the modernist Belvedere 21—are not just exhibition venues, but iconic landmarks. We want both locals and global visitors to feel ownership of these spaces. 

Inclusion, Access & Responsibility 

More access brings more responsibility. What steps are you taking to ensure digital content is inclusive, multilingual, and easy to navigate?

We prioritize accessibility at every level. Our inclusion representative works across departments, and we strive to meet high legal and ethical standards in our digital offerings. New tools like AI-based translation and personalized content delivery will allow us to overcome language and educational barriers. We also focus on reducing technical hurdles—for example, by simplifying NFT purchases or improving WiFi access in our buildings. 

Do museums have a role in bridging digital divides? 

Yes. Museums are trusted institutions and can help demystify technology. Through projects like the CIVA Festival or our Kiss NFT, we make complex topics like blockchain or quantum computing understandable and engaging. Museums offer permanence and critical thinking—qualities that can ground emerging technologies in meaningful contexts. 

Storytelling, Emotion & Memory 

What role does storytelling play in your digital strategy? 

Storytelling is central to everything we do. From curatorial texts to game mechanics, our goal is to spark curiosity and emotional engagement. With the Kiss NFT, we added an intimate storytelling layer: each digital fragment could carry a dedication, such as a message of love. These elements create lasting memories and deepen audience connection to art. 

Have there been moments where a digital format helped you tell a story in a way that a traditional exhibition couldn’t? 

Definitely. Pigment & Pixel, our collaboration with Google Arts & Culture, used machine learning to reimagine Gustav Klimt’s lost faculty paintings. Our curators and restorers combined digital and analog research—X-rays, pigments, style analysis—to open new perspectives on these works. It’s storytelling at the intersection of art, science, and technology. 

The Future 

If we were to speak again in five years, what would you hope to say about Belvedere’s digital journey? 

I’d like to say that we’ve remained relevant. That we’ve not only preserved our heritage but used it as a launchpad for innovation. We hope to have expanded our presence in the Metaverse and further integrated personalized mediation tools—so that every visitor, whether on-site or online, has a meaningful experience. 

Is there a digital or hybrid project you’re currently involved in that you’re especially proud of? 

Yes—Art Leap on Roblox is a milestone. With over 1.6 million players from 117 countries and a 96% approval rating, it’s one of the most successful institutional games globally. It’s playful, immersive, and introduces art in a gamified format. 

Equally important is our upcoming project Mission Museum, an AR-based family game launching in 2025 that guides visitors through the Upper Belvedere. These experiences demonstrate our long-term commitment to connecting cultural heritage with digital innovation—always with the goal of creating joyful, relevant, and accessible encounters with art.