Visit The Met…enter the metaverse.

The Metropolitan Museum of Art wanted to increase visitor numbers by reaching a notoriously tough audience: kids. For digital-native 8- to 13-year-olds, phones are far more appealing than museum galleries, raising a key challenge — how do you get kids to ask their parents to visit an art museum?

Creating the first ever real-world Roblox avatar collection that brings the metaverse to the physical halls of the Met.

So, instead of fighting the phone, we leaned into it. Leveraging our existing relationship with The Met and partnering with Roblox we created the first ever real-world Roblox avatar collection that brings the metaverse to the physical halls of the Met. The result? Kids begged their parents to take them to The Met!

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AN EXPERIENCE UNLIKE ANYTHING BEFORE.

The experience centered around an app that sent kids on an interactive, educational scavenger hunt—transforming the Met’s two million square feet, the largest museum space in North America, into an endlessly explorable metaverse playground.

Along the way, a trail of educational clues led kids to track down specific artworks in real life and then recreate them through augmented reality. With a simple scan, five thousand years of art history shifted from physical masterpieces to collectible Roblox-style virtual items, blurring the line between museum and metaverse.

In the process, kids didn’t just learn about art—they became genuine digital art collectors, discovering the museum’s vast collection through play, creativity, and hands-on exploration.