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Belvedere Museum brings art masterpieces into the digital world on Roblox

Belvedere Museum on Roblox

Austria – The Belvedere Museum in Vienna is pioneering new approaches to digital art education with Art Leap, an interactive game on Roblox that immerses players in the world of iconic artworks.

In Art Leap, players can explore and engage with four masterpieces from the Belvedere collection – Gustav Klimt’s The Kiss, Jacques-Louis David’s Napoleon Crossing the Alps, Claude Monet’s The Chef, and Tina Blau’s Spring in the Prater, through role-playing and mini-games.

Since its soft launch in December 2024, Art Leap has attracted more than 300,000 players and has a 97% approval rating. The game aims to make art more accessible, especially for younger audiences, by blending storytelling, puzzles and interactive learning.

‘With Art Leap, we are setting new standards in digital art education,’ says Stella Rollig, general director of the Belvedere. ‘We want to change the perception of art in a digital world and appeal to a broader audience.’

Developed with award-winning gaming studio Exclusible, the project taps into Roblox’s more than 89m-strong daily user base, making cultural heritage more engaging than ever.

Explore our Alphas Now and Next: From the Sandbox to Roblox macrotrend report to understand how this digitally native generation are driving brands to explore new opportunities in the educational arena.

Strategic opportunity

To engage Gen Alpha, brands should design playful, interactive experiences with emotive and immersive storytelling, seamlessly integrating technology into their traditional educational curriculums

Selfridges Unlocked now rewards shoppers for spending time in-store

UK – Selfridges has launched an updated version of Selfridges Unlocked, a membership programme that rewards customers for both spending and time spent in-store.

The initiative, which already boasts more than 1.3m active members, now allows its members (Keyholders) to collect Keys for checking in at events, dining at in-store restaurants and engaging with exclusive experiences. Those who reach 200 Keys become a VSP – Very Selfridges Person – gaining access to personalised perks, priority services and The Selfridges Lounge.

With check-ins available at its cinemas, dining spaces like Brasserie of Light in London and San Carlo in Manchester, concierge services, and bookable Unlocked events – including film clubs, running clubs, fragrance masterclasses and speed dating – Selfridges is positioning itself as a social hub, encouraging in-person visits.

For more on Selfridges’ loyalty scheme and overall strategy for success amid a global decline in department stores, head to our Brand Innovation Debrief: Selfridges.

Selfridges Unlocked, UK

Strategic opportunity

Rethink loyalty beyond transactions. Reward time spent in-store by offering exclusive perks, experiential activations and social spaces, turning retail into a destination where customers engage, connect and socialise, driving brand affinity and long-term loyalty

Stat: UK life expectancy rises with more people set to reach 100

School Style Decoded by Walmart, US

UK – According to new figures from the Office for National Statistics (ONS), boys born in the UK in 2023 can expect to live an average of 86.7 years, while girls are projected to reach 90. The data signals a continued rise in life expectancy, with more people expected to live beyond 100.

The gap between male and female longevity is also narrowing. ‘This is probably due to improvements in lifestyle; for example, reduction in smoking rates, and the working conditions of men over several decades, as well as advances in healthcare; for example, the prevention and treatment of heart disease. The gap is projected to be down to 2.5 years by 2072,’ Kerry Gadsdon from the ONS told the BBC.

Projections suggest that more than one in 10 boys and one in six girls born in the UK in 2023 will live to at least 100. By 2047, one in four baby girls and nearly one in five baby boys could reach this milestone.

In our Longevity Lifestyles macrotrend report, we explored how the health, beauty and wellbeing sectors are embracing longevity, as consumers awaken to the possibility of living not only longer but healthier lives.

Strategic opportunity

Consider how to develop products, services and experiences that cater for active centenarians. Could you expand anti-ageing beauty and wellness products beyond just aesthetics, for instance, focusing on long-term vitality?