A depiction of the first show to take place in March 2022 at the new immersive centre in Madrid, Source: Ayuntamiento de Madrid

Madrid with plans for a unique cultural immersive centre in 2022

Madrid with plans for a unique cultural immersive centre in 2022

Cutting-edge technology will meet avant-garde artistic expressions

Art, science and technology will come together in Warehouse 16 of the Matadero centre for contemporary creation in Madrid. It will be called MAD (Madrid Artes Digitales) and promises to be a space where unique and multidisciplinary experiences that will make visitors travel in time and space.

MAD will open its doors on 4 March 2022 with a large format immersive production based on the work of Gustav Klimt. A unique experience that will allow viewers of all ages to dive into the vibrant milieu of the turn of the century Vienna to experience firsthand the evolution of Klimt's work and his world.

Unveiling of a new type of space

For the creation of this space, it was necessary to combine the efforts of three production companies, Layers of Reality and SOM Produce (from Spain), and Stardust (the Netherlands). With an initial investment of 3 million euros just for adapting the warehouse, they will develop specific content over the next ten years that can initially only be seen at MAD.

As such, the immersive sensory centre will be unique both in Spain and in Europe. In its 2,000 square meters, it will show different content and experiences with technology that will be adapted for each of the different exhibitions, so that each visit becomes a unique event. 

MAD will also become an R&D centre for experimentation with new immersive formulas that go through large-scale audiovisual projections together with augmented reality or virtual reality and holography. To do this, it will have a team of professionals who will develop new formulas to give each of the exhibitions its own personality.

For example, the opening event based on Klimt’s work will feature large-format projections, with more than 900 m2 of immersive projection space, 3D experiences with virtual reality glasses, exhibition spaces and interactive tools to make up an ambitious and spectacular cultural proposal for all audiences. The goal here will be to allow the viewer to feel inside the paintings and the buildings that Klimt decorated.

Tickets for the opening show are already on sale online.



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