Admont Abbey receives the “Maecenas” art and culture sponsorship award

The Benedictine Abbey of Admont and LightCyde achieved “best practice – in economically and culturally challenging times” with the culture platform is why they were also awarded the Austrian Art and Culture Sponsoring Prize MAECENAS in the same category.

economy for art. Cultural sponsorship is particularly important in times of crisis. A development that the Maecenas Prize once again expresses. On May 6, 2022, it was awarded for the 32nd time by the independent business committee “Initiative Business for Art” in cooperation with the ORF for the promotion of those art projects that could not have been realized without this support. In the “Best Practice – in economically and culturally challenging times” category, the Admont Benedictine Abbey and LightCyde GmbH were awarded the Maecenas Prize for the culture platform “We are proud to have created another innovative milestone in the field of culture, because the transfer of faith, culture and knowledge is a central concern of our house,” says Mag. Gerhard Hafner OSB, abbot of the Benedictine monastery in Admont.

The digital platform for global networking of different cultural institutions was developed together with LightCyde, an agency for digitization and online marketing based in Schladming. The platform went online just a few months ago and already has prominent members. Among them: The entire KHM Museum Association, which includes cultural greats such as the Kunsthistorisches Museum Vienna, the Treasury in the Hofburg and the Imperial Carriage, the Bank Austria Kunstforum Wien, the Admont Abbey, Wilten Abbey, Rein Abbey, the Villa Trapp (the home of the Sound-of-music family), Tratzberg Castle and, for example, Hochosterwitz Castle. With the visualization of Bückeburg Castle, discover-culture was able to gain a foothold outside of Austria for the first time.

Since autumn 2021, Discover Culture users can expect a special highlight: a 3D tour through the Titian Hall in the Kunsthistorisches Museum.

“We have the greatest interest in making our digital offerings accessible to an international audience, and the Discover Culture platform offers us the ideal opportunity to do this,” says Sabine Haag, Director General of the KHM Museum Association. “As a museum, we want to give people around the world the opportunity to digitally experience our unique art and cultural treasures in the KHM Museumsverband in a top-class and appealing way – and we look forward to them discovering the originals all the more enthusiastically on their next visit to Austria want.”

The basic idea is as simple as it is ingenious: the offerings of individual cultural institutions are combined into a common digital package. “With Discover Culture, a worldwide culture and art education is possible, which is why we will soon start with the international marketing of the culture platform,” says the project developer and head of culture, tourism and PR at Admont Abbey, Mario Brandmüller. The way there has already been paved: the platform already owns international image rights.

Declared goal: “This platform should become the Facebook for cultural institutions,” says Thomas Fischbacher, project developer and CEO of LightCyde. After just a few months, “our page views literally exploded,” says Fischbacher. No wonder, after all, Discover Culture ( the digitized offer of well-known cultural institutions and thus offers an extraordinary advertising value.

Father Michael Robitschko also confirms that the time is ripe for digital cultural offerings: “Museums do not have to be afraid of losing guests through online tours. But on the contrary. With this opportunity, they gain an audience for the first time that they would never have reached simply because of the geographic distance,” puts Admont Abbey’s cultural officer in a nutshell. “Discover-culture is a perfect addition to the on-site visit. Rather, the new platform is a virtual bridge to the real cultural experience,” says Father Michael. The virtual tours are particularly suitable for the preparation and follow-up of the visits on site, because the implementation of interesting information via audio or video sequences enables a unique and extensive transfer of culture and knowledge.