What Madrid Artes Digitales does

Madrid Artes Digitales (MAD) is a Madrid-based immersive exhibition operator running the only permanent immersive exhibition center in Madrid at Nave 16 of Matadero Madrid, a former industrial slaughterhouse revitalized as a contemporary arts venue. The 2,000 m² facility combines 1,200 m² of immersive digital reality projection screens, a 50-station VR arena (claimed to be the largest in Europe), a 300 m² AR interactive room, a Metaverse room, and a MAD Lab artistic residency for content development. MAD produces and hosts rotating large-scale exhibitions blending art, history, and technology — current and recent productions include Cleopatra, The Legend of the Titanic, The Last Days of Pompeii, Tutankhamun, and the upcoming The Odyssey — each with original orchestral soundtracks composed by René Merkelbach.

The business operates a dual model: a direct-to-consumer exhibition and ticketing business at the Madrid flagship (sold through its own platform, entradas.com, El Corte Inglés, and on-site box office) plus an exhibition licensing/touring model that ships MAD productions to 23+ cities globally including Barcelona, Birmingham, Brussels, Vienna, London, Berlin, Munich, Paris, Frankfurt, and São Paulo. Additional revenue streams include group bookings (10+ persons), school excursions, corporate and private events, gift cards, and a EUR 2.50 ticket-change service. The legal entity (MADRID ARTES DIGITALES, S.L.) is the majority partner within a UTE consortium with SOM 2011, Layers of Reality, and Stardust Circus International, bringing together Madrid cultural-sector production know-how, digital arts center operating expertise (Layers of Reality/IDEAL Barcelona), and international live-show touring capability (Stardust). Key institutional partners include the Grand Egyptian Museum, the Archeological Park of Pompeii, Canal Historia, and production studio Sila Sveta. Cumulative visitors across all MAD exhibitions worldwide are stated at 3.5M-4.5M.

Name

Madrid Artes Digitales

Legal name

MADRID ARTES DIGITALES, S.L.

Website

https://madridartesdigitales.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Madrid Artes Digitales operates Madrid's only permanent immersive exhibition center at Matadero Madrid, combining 360° projections, 50-station VR arena, AR, and Metaverse experiences for cultural entertainment, and licenses its proprietary historical exhibitions (Cleopatra, Tutankhamun, Pompeii, Titanic, Odyssey) to 23+ cities globally for consumers, schools, corporates, and travel agencies.

Ownership category

akta.pro rank

Product category

Immersive Cultural Exhibitions

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

akta.pro secondary industries

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)

Keywords

• Immersive exhibitions
• Cultural experiences
• Virtual reality exhibitions
• Projection mapping shows
• Museum ticketing services

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Ticket Sales: Direct sale of tickets for immersive exhibitions to individual consumers via the official MAD ticketing platform, third-party platforms (entradas.com, El Corte Inglés), and on-site box office. Tickets are sold with assigned time slots for entry.
2. Group and Corporate Event Bookings: Revenue from group bookings (10+ persons), school excursions, travel agency partnerships, and corporate/private event rentals of exhibition spaces with customizable MAD technology experiences.
3. Exhibition Licensing and Touring: Licensing of MAD immersive exhibition productions (Tutankhamun, Pompeii, Titanic, Cleopatra) to venues globally in cities such as Barcelona, Birmingham, Brussels, Vienna, London, Berlin, and others. The company provides complete exhibition content, VR experiences, and technical specifications for host venues.
4. Gift Cards / Flexible Tickets: Sale of gift cards allowing recipients to choose day and time of visit, providing flexible revenue recognition and customer convenience.
5. Ticket Change Service: Optional paid service (EUR 2.50) allowing ticket date/time changes up to 7 days before the event, providing ancillary revenue.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels9 records

Core offering

Madrid Artes Digitales (MAD) operates a permanent immersive exhibition center at Matadero Madrid Nave 16, producing and hosting large-format immersive cultural exhibitions such as Cleopatra, Tutankhamun, The Last Days of Pompeii, and The Legend of the Titanic. The center combines 360-degree projection mapping, a 50-station virtual reality arena, augmented reality interactive rooms, and Metaverse spaces to deliver multi-sensory historical storytelling experiences to visitors, and licenses its exhibition productions to venues worldwide.

Product overview

Madrid Artes Digitales (MAD) operates as an immersive exhibition center offering multi-sensory experiences combining art, science, and cutting-edge technology. The center features 2,000 m² of exhibition space including 1,200 m² of immersive digital reality screens, a 300 m² interactive room, and Europe's largest VR room with 50 stations. Current exhibitions include Cleopatra (the flagship immersive exhibition), The Legend of the Titanic, The Last Days of Pompeji, and Tutankhamun, with The Odyssey upcoming. The product portfolio centers on immersive experiences using 360° projections, virtual reality, augmented reality, and Metaverse technologies, with options for group bookings and corporate events.

Differentiator

Problem solved

Functional benefit

Products and services

• Cleopatra, la exposición inmersiva Immersive Cleopatra exhibition combining 360-degree projections, VR experiences, and multi-sensory storytelling about the last queen of Ancient Egypt. Designed for general visitors, families, tourists, school groups, and corporate clients.
• The Legend of the Titanic Immersive exhibition recreating the Titanic story, featuring VR experiences, 360-degree projections, and a Metaverse area exploring the shipwreck. Targeted at general public visitors, families, and tourists.
• The Last Days of Pompeii

Quantifiable outcome

• 3.5 million+ visitors worldwide across all exhibitions
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

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

• Grand Egyptian MuseumcoreStrategic or Co-development PartnerOfficial collaboration with the Grand Egyptian Museum for Tutankhamun immersive exhibition content. This partnership provides institutional credibility and access to historical expertise and potentially artifacts/reproductions for Egyptian-themed exhibitions.
• Matadero MadridcoreStrategic or Co-development PartnerHost venue partnership at Nave 16 of Matadero Madrid, a contemporary arts center in a historic former slaughterhouse building. MAD is the sole permanent immersive exhibition center at Matadero Madrid.
• SOM 2011, S.L.coreStrategic or Co-development PartnerPart of the UTE (Unión Temporal de Empresas) consortium with majority share held by MADRID ARTES DIGITALES, S.L. SOM 2011 brings deep knowledge of Madrid's cultural sector with over 1 million tickets sold annually.
• Layers of Reality, S.L.coreStrategic or Co-development PartnerPart of the UTE consortium. Layers of Reality created and managed IDEAL in Barcelona, one of Europe's first digital arts centers, providing expertise in digital art and immersive experience management.
• Stardust Circus International, B.V.coreStrategic or Co-development PartnerPart of the UTE consortium. Stardust provides international vision and is one of Europe's most important live show producers, bringing global production scale and touring expertise.
• Sila SvetamajorTechnology or IntegrationInternational multimedia production studio (founded 2008) creating immersive room content and VR experiences for MAD exhibitions including Tutankhamun, Pompeii, and Titanic. Works with renowned art institutions globally. Collaborating with MAD since 2022.
• Canal HistoriaminorGTM or Marketing PartnerHistory Channel (Canal Historia) endorsement of MAD exhibitions, lending brand credibility and potential cross-promotion for historical-themed immersive content.
• René MerkelbachmajorStrategic or Co-development PartnerComposer and musician who has created original motion picture soundtracks for Tutankhamun, Pompeii, and Titanic exhibitions, performed by symphony orchestras of over 50 musicians. Ongoing creative collaborator across multiple exhibition productions.
• Archeological Park of PompeiimajorStrategic or Co-development PartnerOfficial backing from the Archeological Park of Pompeii for the 'Last Days of Pompeii' immersive exhibition, providing institutional credibility and historical expertise.

Scale indicators8 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Frameless: London immersive art experience featuring curated digital reinterpretations of classic artworks. Directly comparable to MAD's model of monetizing cultural IP through immersive technology in a high-traffic capital city, targeting similar tourist and family audiences.
• Bassins de Lumières: Bordeaux-based immersive art center operated by Culturespaces in a former submarine base. Comparable to MAD in repurposing iconic industrial venues for immersive cultural exhibitions and operating under a similar immersive-projection-led monetization model.
• ARTECHOUSE: US-based operator of immersive art experiences combining technology and contemporary art in dedicated venues. Comparable business model to MAD: technology-driven cultural exhibitions, ticketed entry, rotating artist commissions, and venue-based operations in major cities.
• Atelier des Lumières: Paris-based immersive art center operated by Culturespaces, projecting large-scale artworks onto walls and floors. Directly comparable to MAD in combining immersive 360° projections with cultural content, targeting cultural tourists and families, and licensing/touring shows internationally.
• Hall des Lumières: New York City immersive art center operated by Culturespaces, presenting large-scale digital art exhibitions. Directly comparable to MAD in venue format, immersive projection technology, and cultural-tourism positioning.
• IDEAL Centre d'Arts Digitals: Barcelona digital arts center operated by Layers of Reality (one of MAD's UTE consortium partners). Highly comparable as a Spanish immersive cultural venue using projection mapping and digital art to attract cultural consumers in a similar urban-tourism setting.

Emerging players

• Meow Wolf: US-based immersive art and entertainment company with permanent exhibition experiences in multiple cities. Comparable in delivering large-scale, technology-enhanced immersive cultural experiences to consumer audiences, though with a more narrative/artist-driven content angle.
• Wonderspaces: US-based operator of rotating immersive art shows in major cities (Austin, Philadelphia, San Diego, Scottsdale). Comparable to MAD in rotating immersive exhibition content and ticketed cultural-leisure positioning, with a smaller-scale venue format.

Broad incumbents

• teamLab: Global interdisciplinary art collective operating permanent immersive digital art museums in Tokyo, Shanghai, Helsinki, and other cities. Comparable to MAD in deploying large-scale immersive digital environments and licensing content across international venues, with a broader brand and deeper capital base.

Others

• Sila Sveta: International multimedia production studio creating immersive rooms and projection content for cultural and commercial clients. Directly relevant as MAD's content production partner since 2022, and broadly comparable as a creator of immersive digital experiences for venues and brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MADMadridArtesDigitales
• LinkedInlinkedin.com/company/mad-madrid-artes-digitales-centro-de-experiencias-inmersiva
• Instagraminstagram.com/madmadridartesdigitales
• TikToktiktok.com/@madmadridartesdigitales

Revenue estimate

Valuation estimate

Number of profiles

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 Madrid Artes Digitales