Fresh ideas from museums around the globe in your inbox each week
September 05 2024
By Jim Richardson
Museums worldwide face a common challenge: attracting younger audiences who often perceive these institutions as outdated or irrelevant.
A 2020 UK study revealed that only 12% of individuals under 24 felt that museums had anything pertinent to offer them.
Recognizing this disconnect, the Belvedere Museum in Vienna embarked on a project to re-engage younger audiences by blending education with technology. The result was “The Fantastic Palastics,” an augmented reality (AR) game
The Genesis of a New Approach
In 2022, creative agency The Brand Father, based in the Netherlands, teamed up with the Belvedere Museum to explore new ways of sparking interest in cultural heritage among the younger generation.
The collaboration was born from a shared goal: to leverage playful education to ignite a passion for culture among children and teenagers.
The result was The Fantastic Palastics, an outdoor AR adventure set within the historic Palace Gardens of the Belvedere. The game revolves around the Belvedere’s rich history, bringing to life stories from the museum and its surroundings in a way that is accessible, engaging, and fun for younger visitors.
Designed as an outdoor gaming experience, the AR game does not require downloads, making it easily accessible to a broad audience. It was critical for the creators that the game had long-term usability beyond the museum’s 300th anniversary year.
A Historical Playground
The Belvedere Museum, housed in a baroque estate originally founded by Prince Eugene, is one of Vienna’s most popular attractions. It features extensive gardens and two grand palaces.
Since its inception, the museum has been a hub of art and culture, home to collections that span centuries, including the famous works of Gustav Klimt. In celebration of its 300th anniversary in 2023, the Belvedere Museum sought to honour its past and make history come alive for a new generation.
The Fantastic Palastics game was launched as part of this extensive anniversary program, drawing inspiration from the Belvedere’s role as one of the first public art galleries in the world.
Creating an Immersive Experience
The Fantastic Palastics game is set in the Belvedere’s expansive gardens, which millions of people visit each year.
The game invites players to engage with their surroundings, searching for digital clues that lead them to find and “rescue” lost animals that once belonged to Prince Eugene.
Using AR technology, children can scan sculptures within the garden to begin their adventure, guided by the Sphinx, a character that serves as their in-game mentor.
As they explore, players are encouraged to interact with their surroundings, making the game a seamless blend of physical and digital experiences. This approach captures young visitors’ attention and educates them about the museum’s history in an interactive manner.
Test the game in its garden setting
Developing The Fantastic Palastics game was not without its challenges. From the outset, the creators had to consider various factors, including outdoor engagement, weather conditions, and maintaining children’s attention in a bustling outdoor space.
The design process involved numerous testing phases, including feedback from children who served as the primary audience. This iterative process was essential to ensure that the game was educational, enjoyable, and accessible.
One of the key lessons learned during the development was the importance of flexibility and the willingness to adapt. As the game evolved, so did the concept.
What started as a straightforward AR game became a more comprehensive family program for the Belvedere, expanding its reach beyond the initial scope
Plan beyond an anniversary launch
The success of The Fantastic Palastics game prompted further innovation. Recognising the potential to create a lasting impact, the museum was developing the next phase of the project at the time of the 2024 presentation, titled “Fantastic Palastics Museum Mission.”
The proposed level two version would bring the game inside the museum, guiding children through the galleries using a physical map that combines traditional and digital challenges. The aim is to connect kids more deeply with the museum’s art collection, fostering creativity and encouraging repeated visits.
“How do you get young kids excited? I believe this is probably the number one challenge of cultural institutions around the world.”
— Peter Meere, The Brand Father
The proposed next step would incorporate physical and digital elements, such as videos, audio features, and augmented reality, making the experience richer and more diverse. By blending these elements, the museum hopes they will create an interactive and immersive museum journey that resonates with young visitors long after their initial visit.
Lessons for the Future
Michaela Hoess and Peter Meere described an AR game intended to outlast the Belvedere’s anniversary year. The garden setting shaped development: weather, competing distractions and children’s feedback all mattered to the design. Players use existing sculptures as entry points into a story about lost animals, making the site part of the activity. The later plan to combine a physical map with digital challenges shows how an initial game can inform a broader family offer. Museums can use that progression when planning both a launch and its longer-term educational purpose.
For a related case study, see Vienna Clock Museum’s AR escape game.
Michaela Hoess from The Belvedere and Peter Meere from The Brand Father spoke at MuseumNext London about the Fantastic Palastics AR Game.
About the author – Jim Richardson
Jim Richardson is the founder of MuseumNext. He has worked with the museum sector on digital and innovation projects for more than twenty years and now spends his time championing best practice through MuseumNext.
