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I recently had the opportunity to give a presentation on digital transformation at the Belvedere during a meeting of the Austrian Museum Association. While preparing for the presentation, I realized how consistently the current management has pursued digitization over the past decade. The foundations have been laid here to really advance the Belvedere digitally. It is a pleasure to drive this forward in my role as head of the communications and marketing department. In any case, I took the talk as an opportunity to illustrate this process here on this blog as well.

Digital Transformation as core strategy

The Belvedere stands as one of Europe’s great cultural institutions—rooted in history, devoted to art spanning the Middle Ages to the present, and deeply connected to Austria’s heritage. Yet behind the baroque splendor lies a future-oriented museum that embraces innovation with conviction. Digital transformation is not an add-on for the Belvedere; it is a core strategy that strengthens its mission to safeguard cultural heritage while staying boldly inventive.

Building a Modern Digital Infrastructure

A future-ready museum requires a strong technological foundation. In recent years, the Belvedere has significantly modernized its systems—from software and hardware upgrades to a user-centered redesign of its website. Staff now work with contemporary tools such as iPhones, tablets, and the project-management platform Asana, enabling smoother collaboration and more efficient workflows. Digital processes have replaced many bureaucratic tasks, making daily operations faster and more sustainable. Flexible work formats—home office, shared desks, and needs-based setups—round out this modernized environment.

Open Content, Research, and the Power of Data

As part of its commitment to accessibility, the Belvedere has opened its collection to the public on a remarkable scale: more than 13,200 artworks are now available online, including over 5,600 in print quality. Exhibition history since 1924, 3D digitizations, online catalogues raisonnés, and the Belvedere Research Journal further expand this wealth of knowledge.

AI plays an increasingly important role in research. Projects include digital recoloring of Gustav Klimt’s lost Faculty Paintings, AI-based transcription of historical sources, image similarity searches, and experimental reconstructions of lost artworks. Continuous learning and exploration ensure that staff remain at the forefront of technological developments in the museum sector.

E-Commerce: Enhancing the Visitor Experience

With state-of-the-art ticketing systems, time-slot management, and a high-quality merchandise platform, the Belvedere is pushing its digital commerce strategy forward. The goal is clear: make it easier for visitors to plan their museum experience and enjoy a seamless, welcoming journey from online purchase to on-site visit.

Creating Spaces for Exchange

The Belvedere has become an international hub for dialogue on art and technology. The annual conference The Art Museum in the Digital Age has evolved into a global platform, attracting more than 1,000 participants from 58 countries and offering discussions on AI, ethics, and sustainability. The CIVA media-art festival, the Belvedere Summer School, and ongoing professional meet-ups strengthen the museum’s role as a place where knowledge is shared and new ideas take shape.

Reaching Audiences Online: Website, Social Media, Games

With 39 million social-media and website views in 2025 alone, digital communication is an essential part of how the Belvedere connects with its audiences. Fast responses to trends and thoughtful storytelling help the museum stay relevant and approachable to communities near and far. We pursue a user-centered approach that has proven very successful.

Digital mediation has evolved well beyond traditional audio guides—although the Belvedere offers those, too, in 12 languages, including sign language. Augmented reality, interactive storytelling, and game-based learning now open new pathways into art.

The Belvedere’s games portfolio has grown impressively in recent years. The Fantastic Palastics and the family adventure Mission Museum bring playful exploration into the museum and its gardens.

On Roblox, Art Leap allows children and families to dive into four masterpieces; after one year, it reached 2.3 million visits and earned a 93% positive rating. Game Jams at Belvedere 21 bring together developers, artists, and innovators who create prototypes that merge cultural content with gaming creativity—some of which evolve into fully developed indie games.

At the Belvedere, digital transformation is more than a trend—it is a long-term commitment to openness, accessibility, creativity, and public engagement. By blending technology with artistic excellence, the museum is shaping a future in which cultural heritage is not only preserved, but shared in ever more inspiring ways.

Crossing the finish line of the Marathon Nice–Cannes felt like stepping out of a dream! For 6 months of training with tired legs I dreamt about this moment. From the very first kilometers along the Promenade des Anglais, the race delivered everything a runner could hope for: breathtaking scenery, flawless organization, and perfect weather that seemed specially ordered for the day.

The course itself is a journey. Running from Nice to Cannes means constant visual inspiration—the deep blue sea on one side, palm trees and elegant villas on the other. As Cannes came into view and the finish line drew closer, fatigue gave way to pure joy.

The Marathon Nice–Cannes is more than a race—it’s a celebration of running, landscape, and perseverance. An experience I’ll carry with me long after the medal is hung up.

Nach elf Jahren beim STANDARD zieht es mich weiter, und zwar als Hauptabteilungsleiterin Kommunikation und Marketing beim Belvedere! Was mir fehlen wird: das Team, die tollen Leute, spannende Wahl-Abende und Breaking News. Auf was ich mich freue: Mein neues Team, die Herausforderungen und all die schöne KUNST! Denn ohne Kunst ist alles nichts.