How can digital natives be inspired to visit museums? The younger generation is interested in cultural and historical treasures, but often the right access is lacking – of this the founders of amuze are convinced. The pioneering project is therefore searching for the best ways to reach a younger public. Together with selected museums and millennials, online and on-site experiences are tested and developed for those interested. amuze is using an iterative approach to address digital natives step by step: what works is elaborated; what doesn’t is rejected. In discussion with representatives from the exhibition and communication segment, the results are further developed and made accessible as open content. The objective of this pioneering project is to gain new visitor categories for Swiss museums.