Museum der Moderne Salzburg

What Museum der Moderne Salzburg does

Museum der Moderne Salzburg is a state-owned modern and contemporary art museum operating two public locations in Salzburg, Austria: the Mönchsberg building (opened 2004, 2,300 m² of exhibition space across three levels, designed by Friedrich Hoff Zwink) and the Altstadt/Rupertinum (opened 1983 in a 17th-century Baroque building). The legal entity is Museum der Moderne—Rupertinum Betriebsgesellschaft mbH, wholly owned by the State of Salzburg (Land Salzburg), with Harald Krejci as Director and Alexander Steinacher as Managing Director. The core product is a program of international exhibitions of 20th- and 21st-century art, supported by a permanent collection of approximately 55,000 works (including the Generali Foundation Collection on permanent loan since 2014) and the Generali Foundation Studienzentrum research library holding ~50,000 titles.

The revenue model is a hybrid of earned and state-funded income. Earned streams include ticket sales (€15 regular, €17 with Mönchsberg elevator, free for under-19s and reduced for students/disabled visitors), a museum shop and online shop selling publications and art merchandise, the Freundeskreis friends/patron membership program, venue rental (Atrium, OK Loft, OK Studio) for corporate events and conferences, art packages combining art and gastronomy, corporate sponsorships (led by fürst developments GmbH for the children's access program), and two on-site cafés (m32 designed by Matteo Thun, and 220GRAD RUPERTINUM opened 2022). Additional infrastructure includes the Amalie-Redlich-Turm (offices, art education, artist residency, 2014) and the Guggenthal art storage facility (2017). Distribution is omnichannel: walk-in visits, online ticketing via Axess Shop, e-commerce via shop.museumdermoderne.at, and a multi-channel digital marketing presence (Instagram, Facebook, LinkedIn, YouTube, Twitter, email newsletter via rapidmail, press relations, and the "feierabend" after-hours events series running April–September). The museum also operates the Kunstvermittlung (art education) program covering guided tours, workshops, school curriculum, family programming, and digital formats, and is GDPR-compliant with WCAG 2.1 AA accessibility certification (assessed June 2025).

Name

Museum der Moderne Salzburg

Legal name

Museum der Moderne—Rupertinum Betriebsgesellschaft mbH

Website

https://museumdermoderne.at

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Museum der Moderne Salzburg is a state-owned modern and contemporary art museum operating two Salzburg locations (Mönchsberg and Altstadt/Rupertinum), serving individual visitors, families, educational institutions, researchers, and corporate event clients through exhibitions, a 55,000-work collection, art education, venue rental, and retail.

Ownership category

akta.pro rank

Product category

Contemporary Art Museum

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (71211), Museums (712110), Museums, Historical Sites, and Similar Institutions (712)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Contemporary art museum
• Modern art exhibitions
• Art education programs
• Museum venue rental
• Cultural collection management

Headquarters

HQ city

Salzburg

HQ country

Austria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Admission tickets sold for both locations (Mönchsberg and Altstadt/Rupertinum) with varying price tiers for regular, reduced, students, and children
2. Museum Shop and Online Shop: Sale of publications, books, art merchandise, and editions related to exhibitions and collections
3. Memberships (Freundeskreis): Friends and patron membership programs offering benefits and exclusive access
4. Art Packages: Bundled experiences combining art, dining, and panoramic views
5. Venue Rental: Rental of event spaces including Atrium, OK Loft, and OK Studio at Altstadt Rupertinum for private events, conferences, and seminars
6. Sponsorships: Corporate sponsorship funding for exhibitions and art education programs

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

Museum der Moderne Salzburg is a contemporary art museum that operates two exhibition venues in Salzburg (Mönchsberg and Altstadt/Rupertinum), presenting modern and contemporary art exhibitions from the 19th century to the present. Its core offerings include temporary exhibitions, a permanent collection of approximately 55,000 works (including the Generali Foundation Collection on permanent loan), art education programs (guided tours, workshops, school programs), the Generali Foundation Studienzentrum research library, venue rentals for corporate events, and museum shop and dining services.

Product overview

Museum der Moderne Salzburg is a contemporary art museum operating as a single unified institution with two physical locations: Mönchsberg (opened 2004) and Altstadt/Rupertinum (opened 1983). The museum's core offerings center on exhibitions of modern and contemporary art from the 20th and 21st centuries, supported by a collection of approximately 55,000 works. Adjacent services and products include art education programs (Kunstvermittlung), the Generali Foundation Studienzentrum research library, venue rentals, museum publications, and food/beverage outlets (m32 and 220GRAD). Ticketing is handled via an external Axess Shop platform. The museum also maintains an online collections database and offers seasonal event programming.

Differentiator

Problem solved

Functional benefit

Brands

• Generali Foundation Studienzentrum: A multifunctional research, reading, and contemplation space bringing together the libraries, archive, and media collection of the Generali Foundation and the Museum der Moderne Salzburg.
• m32
• 220GRAD RUPERTINUM

Products and services

• Museum Exhibitions Rotating temporary exhibitions of modern and contemporary art from the 20th and 21st centuries presented at two venues in Salzburg: Mönchsberg (2,300 m² across three levels, opened 2004) and Altstadt/Rupertinum (in a 17th-century Baroque building, opened 1983). Current exhibitions include Charlotte Perriand, BASELITZ JETZT, BASELITZ MANIFESTE, Georgia Gardner Gray, Stano Filko, and Ernst Caramelle.
• Museum Collections Permanent collection of approximately 55,000 works spanning from the 19th century to the present, with particular strengths in graphic art and photography. Includes the Generali Foundation Collection on permanent loan since 2014. Accessible via the online collections database at emuseum.mdmsalzburg.at.
• Generali Foundation Studienzentrum & Library Research, reading, and contemplation space at the Rupertinum combining the libraries, archives, and media collections of the Generali Foundation and the Museum der Moderne Salzburg. Provides open access to approximately 50,000 titles, rare source materials, artists' books, and thematic special archives focused on modern and contemporary art.
• Art Education Programs (Kunstvermittlung) Educational programs including guided tours, workshops, children's and family activities, school programs, university student programs, digital formats, and youth programs designed to make modern and contemporary art accessible to diverse audiences. Bookings available for kindergarten through adult learner groups.
• Venue Rental Rental of event spaces at the Altstadt Rupertinum location, including the Atrium for small receptions, OK Loft and OK Studio (120 m², capacity up to 100 persons) for lectures, seminars, presentations, conferences, and workshops. Equipment and technology available on request. Pricing upon inquiry via [email protected].
• Museum Shop and Online Shop Physical museum shops at both locations and an online shop at shop.museumdermoderne.at offering publications, books, art-related merchandise, gifts, and editions related to exhibitions and collections. Recent publications include Charlotte Perriand (€46), BASELITZ JETZT (€44), and Stano Filko (€39).
• feierabend Evening Events Series After-hours evening event series held April through September at the museum, combining art and music in a special atmosphere. Six evenings per season with free admission, offering after-hours museum access with curated programs.
• Museum Admission Tickets Admission tickets for both venues (Mönchsberg and Altstadt/Rupertinum) available online via Axess and at the door. Tiered pricing: Regular €15, Reduced €12, Young adults under 27 €10, Groups 10+ (varies), Children under 19 free, Students in seminar €3, Visitors with disability pass €2. With Mönchsberg elevator: Regular €17, Reduced €14.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor, core and major.

• 220GRAD RUPERTINUMminorGTM or Marketing Partner · 1 January 2022Museum café opened April 1, 2022 at the Altstadt Rupertinum location, offering café services to visitors.
• Generali FoundationcoreStrategic or Co-development Partner · 1 January 2014Comprehensive partnership established in 2014 bringing the Generali Foundation's international collection on permanent loan to the museum. Includes the Foundation's library, archive, and media collection housed in the Generali Foundation Study Center at Rupertinum.
• fürst developments GmbHmajorGTM or Marketing PartnerMain sponsor of the 'Art for Children & Young People' initiative enabling young people up to age 19 free and low-barrier access to the museum's cultural offerings. Also supports the exhibition 'Curiosity in Flux: Salzburg Art between Awakening and Memory' in 2026.
• ORF (OE1)minorGTM or Marketing PartnerMedia partner providing radio coverage and promotion of museum exhibitions and events.
• Salzburger NachrichtenminorGTM or Marketing PartnerRegional media partner providing newspaper coverage and promotion of museum exhibitions.
• Der StandardminorGTM or Marketing PartnerNational Austrian newspaper as media partner for museum coverage.
• Die PresseminorGTM or Marketing PartnerAustrian quality newspaper as media partner for museum coverage.
• Progress WerbungminorGTM or Marketing PartnerCooperation partner for marketing and advertising services.
• TrumerminorGTM or Marketing PartnerLocal cooperation partner, likely for brewery products at events.
• Salzburg AGminorOthersRegional energy and infrastructure company as cooperation partner.
• m32minorGTM or Marketing PartnerCafé/bar/restaurant located within the museum at Mönchsberg level 2, designed by architect Matteo Thun. Provides gastronomy services to museum visitors.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Tate Modern: Global flagship for modern and contemporary art; while far larger, it serves as the benchmark incumbent defining programming, audience expectations, and ticketing/pricing norms for contemporary art museums including smaller regional peers like MdMS.

Direct peers

• Belvedere Wien: Austria's most-visited art museum; comparable as a state-affiliated Austrian art museum combining modern/contemporary collection strength with tourism-driven ticketing and venue rental revenue streams.
• Pinakothek der Moderne München: Large German regional museum of modern and contemporary art; shares the city-museum positioning, mixed contemporary collection emphasis, and state/public ownership backdrop with MdMS.
• Albertina Wien: Major Austrian art museum with strong modern/ contemporary holdings and graphic art collection similar in emphasis to MdMS's graphic art strengths; operates as a state-owned GmbH in the same regulatory and funding environment.
• Kunsthaus Zürich: Swiss contemporary art museum of similar scale and programming focus; comparable as a city-level museum balancing a permanent modern/contemporary collection with temporary exhibitions and education.
• mumok – Museum moderner Kunst Stiftung Ludwig Wien: Vienna's leading museum for modern and contemporary art; operates a single-purpose contemporary-art museum with collection depth and exhibition programming highly comparable to Museum der Moderne Salzburg, both serving the Austrian cultural-tourism market.
• Museum Ludwig Köln: Major German contemporary art museum with comparable collection scope (modern/ contemporary including photography and graphic works) and museum-education programming.
• Kunsthalle Wien: Vienna's municipally operated exhibition hall for contemporary art; close comparable in scale, Austrian public ownership model, and reliance on temporary exhibitions rather than permanent collection display.
• Lentos Kunstmuseum Linz: Austrian regional museum of modern and contemporary art in Linz of comparable scale, with similar city-museum positioning, municipal/state backing, and mix of collection, exhibitions, and education programming.
• Haus der Kunst München: Munich's flagship venue for international contemporary art exhibitions; comparable for exhibition-led programming, membership/Freundeskreis-style support structures, and venue rental operations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MdMSalzburg
• YouTubeyoutube.com/channel/UCZkkmh4vFxKrXV3cqGrCASQ
• Facebookfacebook.com/MuseumderModerneSalzburg
• LinkedInlinkedin.com/company/museum-der-moderne-salzburg
• Instagraminstagram.com/museumdermodernesalzburg

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Museum der Moderne Salzburg