What Layers Of Reality S.l. does

Layers of Reality S.l. is a privately held Spanish content creation studio focused on extended reality (XR) that produces, distributes, and exhibits immersive experiences combining virtual reality (VR), augmented reality (AR), mixed reality, 360-degree projections, large-scale immersive audiovisual systems, and selective use of artificial intelligence. The company is the operator of a network of owned digital arts centers — IDEAL Barcelona (headquarters and creation hub, opened 2019), MAD Madrid Artes Digitales at Matadero Madrid (opened March 2022 with SOM PRODUCE and STARDUST INTERNACIONAL), Bombas Gens in Valencia (opened March 2024), Amatller in Barcelona, and ALFA5, the world's largest XR Sports center launched in 2024 in Barcelona. It also tours productions to 60+ cities globally, reaching a cumulative audience of more than 7 million people.

The core catalog spans immersive exhibitions on canonical artists (Klimt, Monet, Goya, Sorolla, Frida Kahlo, Dalí, Leonardo da Vinci, Michelangelo), historical and scientific themes (Tutankhamun, Pompeii, Titanic, Jules Verne), social/cultural subjects (La Movida Valenciana, Catalan football history), entertainment IP adaptations (Tomorrowland, Broadway's Next to Normal in 100% immersive format), and adult-themed productions (House of Erika Lust). Underlying platforms include 1,000+ m² immersive projection rooms at IDEAL, 2,000+ m² immersive spaces at ALFA5 and for Next to Normal, VR 360° environments, 3D films, and interactive AI-powered installations. Bespoke solutions are also produced for institutional and corporate clients such as The Lowry (UK), FC Barcelona, Aquarium Barcelona, Celler Perelada, and Televisió de Catalunya.

The business model combines four revenue streams: direct ticketing at owned venues and touring exhibitions (transaction-based), licensing and co-production fees from touring productions in 60+ cities, bespoke professional services for brand and institutional clients, and entry fees at ALFA5 for XR sports experiences. Distribution is hybrid — five owned Spanish venues plus partnerships with platforms such as Fever and Barcelona's IDEAL ticketing. Customer segments span general public and tourists, cultural institutions, sports/fitness enthusiasts, and corporate clients; co-financing and IP-supply relationships exist with the MEV Museum of Medieval Art, Agència Catalana del Patrimoni Cultural, Sónar Festival, Tomorrowland, and Broadway rights-holders. The company has no disclosed external funding, parent entity, subsidiaries, or headcount, and reports no available apps, SDKs, or API products.

Name

Layers Of Reality S.l.

Legal name

Layers Of Reality S.l.

Website

https://www.layersofreality.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Layers of Reality S.l. is a Spanish content creation studio that produces, distributes, and exhibits immersive extended-reality experiences (VR, AR, 360-degree projections, AI-driven installations) through five owned digital arts centers in Barcelona, Madrid, and Valencia and touring productions in 60+ cities, serving cultural institutions, enterprises, and general consumers.

Ownership category

akta.pro rank

Product category

Immersive Entertainment and XR Productions

NAICS

Motion Picture and Video Production (512110), Motion Picture and Video Exhibition (51213), Motion Picture Theaters (except Drive-Ins) (512131), Motion Picture and Video Industries (5121)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)

akta.pro secondary industries

Virtual Expo & 3D Booth Solutions (Show Floors, Digital Booths, Product Demos) (THAHAOAE), Virtual Field Trips & Experiential Learning Environments (Museums, Geography, History) (EDAFAJAG)

Keywords

• Immersive exhibitions
• Extended reality productions
• Virtual reality experiences
• Digital arts centers
• Immersive event production

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Exhibition Ticket Sales: Direct ticket sales to consumers for immersive exhibitions at owned centers (IDEAL Barcelona, MAD Madrid, Bombas Gens Valencia) and touring venues
2. Bespoke Client Solutions: Custom immersive experiences created for specific clients including The Lowry UK, Aquarium Barcelona, FC Barcelona, Celler Perelada, and TV3
3. Touring Exhibitions: Productions that travel to venues in over 60 cities worldwide, generating licensing and touring fees
4. ALFA5 XR Sports Center: Entry fees for sports and technology experiences combining augmented reality with athletic activities at the world's largest XR Sports center

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Layers of Reality is a content creation studio focused on extended reality (XR) that designs, produces, and exhibits immersive cultural experiences. It operates a portfolio of large-format immersive exhibitions on art, history, and science, shown both at its network of owned digital arts centers in Spain and as touring productions licensed to venues in 60+ cities worldwide. It also creates bespoke immersive solutions for corporate and institutional clients and runs the ALFA5 XR Sports center and the XRDOCS immersive documentary festival.

Product overview

Layers Of Reality is a content creation studio focused on extended reality that creates memorable, meaningful, and transformative immersive experiences. The company operates across multiple cultural venues (IDEAL Barcelona, MAD Madrid, Bombas Gens Valencia, Amatller Barcelona, and Alfa5) and produces a portfolio of immersive exhibitions covering art history, science, culture, and entertainment. The portfolio includes flagship productions like Leonardo Versus Michelangelo, Jules Verne 200, Universe Goya, Tutankhamun, and Frida Kahlo, alongside client-specific immersive solutions for partners like The Lowry, FC Barcelona, and Perelada. The company also operates Alfa5, the world's largest XR Sports center, combining sports and augmented reality technology.

Differentiator

Problem solved

Functional benefit

Brands

• IDEAL, Digital Arts Center: A digital culture center dedicated to research and experimentation in new immersive narratives using XR technologies, located in Barcelona.
• MAD, Madrid Digital Arts
• BOMBAS GENS, Digital Arts Center
• AMATLLER, Digital Art Center
• ALFA5

Products and services

• Leonardo Versus Michelangelo: The Immersive Challenge An immersive experience contrasting the lives and works of Leonardo da Vinci and Michelangelo, featuring large-scale projections, 360-degree VR, metaverse environments, and exhibition spaces where visitors choose their favorite Renaissance master.
• La Ruta: Modernidad, Cultura y Descontrol An immersive exhibition exploring the sociocultural 'La Movida Valenciana' movement in Valencia, spanning 10 rooms over 2,000 m² with VR 360, laser-mapping effects, and exclusive testimonies from protagonists.
• The Fantastic Library of Beasts An immersive journey into the medieval world with a 300+ m² immersive room, VR360, and interactive sketch & post spaces, co-produced with the MEV Museum of Medieval Art.
• Universe Goya: Between Light and Darkness An immersive exhibition exploring Francisco de Goya's life and works through period objects, videomapping, immersive projection rooms, and virtual reality installations.
• Jules Verne 200 An immersive showcase combining immersive spaces, virtual reality, metaverse, and traditional exhibition spaces to bring Jules Verne's five most popular novels to life, featuring a 3D film on 1,000+ m² of screen.
• ALFA5 XR Sports Center The world's largest XR Sports center combining sport and technology with over 2,000 m² of facilities offering up to 9 augmented reality sports experiences for human capability enhancement.
• House of Erika Lust An immersive experience exploring eroticism through Erika Lust's films using extended reality technology and artistic exploration, featuring diverse body types and pleasure modalities.
• The Last Days of Pompeii An immersive journey to ancient Pompeii featuring archaeological pieces, virtual adventure through the Villa of the Mysteries, gladiator battles, and interactive experiences at the Vesuvius.
• Tutankhamun: The Immersive Experience An immersive journey 3,400 years back to ancient Egyptian temples, treasures, and secrets through immersive, interactive, and virtual reality rooms spanning over 2,000 m².
• Frida Kahlo: The Life of an Icon A journey through Frida Kahlo's life featuring historical photographs, original films, digital environments, artistic installations, collector's items, and newly created music recreating her most significant moments.
• Sorolla, A New Dimension An immersive tribute to Valencian artist Joaquín Sorolla featuring immersive 360-degree HD projections, virtual reality, digital installations, and scenographies exploring his mastery of light and color.
• The Eyes of History (Els Ulls de la Història) An immersive perspective on Catalan heritage featuring virtual reality and immersive experiences exploring monuments and their historical context, supported by the Agència Catalana del Patrimoni Cultural.
• Barcelona Memòria Fotogràfica The first immersive experience about Barcelona through the lens of six renowned photographers from the 1950s–60s, featuring 360-degree immersive pieces, virtual reality, projections, and AI-powered interactive proposals.
• Next to Normal Immersive The first Broadway title presented in a 100% immersive format, adapted to a 60-minute experience in a 2,000 m² immersive space with 360-degree projections, surround sound, and shared environment with actors.
• Klimt: The Immersive Experience An immersive showcase with large-scale immersive projections on 1,000+ m² of screen, virtual reality experiences, exhibition spaces, and interactive tools exploring Gustav Klimt's work and turn-of-the-century Vienna.
• Monet: The Immersive Experience An immersive tribute to Claude Monet featuring virtual reality journeys through his significant locations, from his childhood in Le Havre to his final years in Giverny.
• Dalí Cybernetic An immersive journey through Salvador Dalí's mind using large-format projections, interactive installations, holograms, virtual reality, and artificial intelligence to explore his most renowned works.
• The Legend of the Titanic An immersive experience allowing visitors to tour third and first-class cabins, listen to the orchestra's final song, and explore the Atlantic depths to find the wreck, with meticulously recreated Titanic rooms.
• Tomorrowland Immersive Experience A free-roaming virtual reality experience at the WiZink Center exploring Tomorrowland's iconic themes and stories through immersive VR technology.
• XRDOCS Festival The first international festival dedicated exclusively to immersive documentaries, organized by IDEAL, showcasing innovative projects using VR, AR, and 360-degree video.
• New East Festival A multimedia exhibition sharing contemporary photographers' work from Eastern Europe, Caucasus, and Central Asia, exploring identity and cultural narratives through digital art.
• Pioners: 125 Years of Catalan Football An immersive experience celebrating Catalan football history since 1900, exploring themes of playing field, popularity, defeat, victory, and team passion through five main topics.
• Bespoke Client Solutions Custom immersive experiences created for specific enterprise and institutional clients including The Lowry UK (25th anniversary immersive experience), Aquarium Barcelona, FC Barcelona (digital strategy press event), Celler Perelada (metaverse wine tasting), TV3 (La Marató telethon), and Sónar Festival.
• IDEAL Digital Arts Center A digital culture center in Barcelona with a unique technological team dedicated to research and experimentation in immersive narratives using XR technologies, developed through university partnerships.
• MAD: Madrid Digital Arts A center transforming Matadero Madrid's Warehouse 16 into Europe's leading hub for immersive experience creation.
• Bombas Gens Centre for Digital Arts A six-exhibition-space complex in Valencia, declared Cultural Heritage, combining industrial heritage with art, history, social action, and research.
• Amatller Digital Art Center An innovative space in Barcelona combining historical heritage with cutting-edge digital art technologies, bridging cultural legacy with the future of art.

Quantifiable outcome

• Productions have been seen by over 7 million people across 60+ cities worldwide
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

15 partnerships are on record, tiered core and minor.

• The Lowry (UK)coreStrategic or Co-development PartnerUnique immersive experience for The Lowry's 25th anniversary, blending digital scenography, audiovisual storytelling, and immersive technology to reinterpret L.S. Lowry's Going to the Match. Sensory journey designed to connect cultural heritage with new audiences.
• Aquarium BarcelonacoreStrategic or Co-development PartnerCreated immersive movie exploring ocean depths and species inhabiting the ocean through latest immersive technology. Transports spectators to least visited places of the ocean while studying unknown species.
• Celler PereladaminorStrategic or Co-development PartnerPerelada 100: The Senses of History - immersive wine tasting uniting metaverse and reality. Combines castle heritage, summer festival, and art collections with digital metaverse experiences and wine tasting.
• Futbol Club BarcelonacoreStrategic or Co-development PartnerProduced press event for new digital strategy presentation at DEAL-Centre for Digital Arts Barcelona. Innovative event with immersive technology combining visual and auditory effects with high-definition projections.
• Televisió de Catalunya (TV3)minorStrategic or Co-development PartnerProduced and recorded live performances for La Marató charity telethon 2019, featuring cover performances by Sebastián Yatra and Pau Vallvé for disease research fundraising.
• Sónar FestivalcoreStrategic or Co-development PartnerImmersive audiovisual shows with live music and real-time generated projections at IDEAL Centre for Digital Arts Barcelona, expanding Sónar programming throughout the city and year.
• MEV - Museum of Medieval ArtcoreStrategic or Co-development PartnerCo-production of The Fantastic Library of Beasts - first immersive exhibition exploring medieval beasts. MEV preserves over 29,000 works of Catalan Romanesque and Gothic art.
• Agència Catalana del Patrimoni CulturalminorStrategic or Co-development PartnerProject supported by government cultural heritage agency for Els Ulls de la Història (The Eyes of History) - immersive perspective on Catalan heritage through VR and immersive experiences.
• IDEAL Centre for Digital Arts BarcelonacoreStrategic or Co-development PartnerDigital culture center with unique technological team dedicated to research and experimentation in immersive narratives using XR technologies. Innovations developed in partnership with universities.
• MAD - Madrid Artes DigitalescoreStrategic or Co-development PartnerTransforms iconic Warehouse 16 of Matadero Madrid into Europe's leading hub for immersive experience creation. Joint venture with Som Produce and Stardust Internacional.
• Bombas Gens Centre for Digital ArtscoreStrategic or Co-development PartnerSix exhibition spaces declared Cultural Heritage site combining industrial heritage with art, history, social action, and research. First production La Ruta exploring Valencian movida.
• Amatller Digital Art CenterminorStrategic or Co-development PartnerInnovative space combining historical heritage with cutting-edge digital art technologies through immersive exhibitions and collaborative projects.
• TomorrowlandcoreStrategic or Co-development PartnerTomorrowland Immersive Experience at WiZink Center Madrid - unique audio-visual experience exploring festival themes through free-roaming VR technology.
• Broadway (Next to Normal creators)minorStrategic or Co-development PartnerFirst Broadway title presented in 100% immersive format. Adapted by Brian Yorkey and Tom Kitt for 60-minute format in 2,000 m² immersive space with 360-degree projections.
• Grec Festival BarcelonaminorStrategic or Co-development PartnerNext to Normal immersive premiere at Grec Festival Barcelona in July 2022.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• teamLab: Japanese interdisciplinary art collective operating large-scale immersive digital art venues (teamLab Planets, Borderless) and touring exhibitions globally. Closest peer to Layers of Reality in combining XR/immersive installations with cultural IP and global touring.
• Meow Wolf: US-based immersive experience company operating permanent venues (House of Eternal Return, Convergence Station) and touring exhibitions. Comparable as an owned-venue plus touring immersive-experience operator with cultural/narrative content.
• Atelier des Lumières: Paris-based immersive art center operated by Culturespaces, projecting large-scale art-master exhibitions (Klimt, Monet, Van Gogh). Directly comparable business model: cultural IP + immersive projections + ticketed venues.
• Lighthouse Immersive: North American immersive art producer behind shows like Immersive Van Gogh and Immersive Monet. Directly comparable touring/licensing business with the same art-master immersive format.
• Frameless: London immersive art experience featuring large-scale projection displays of classic and contemporary artists. Closely matches Layers of Reality's projection-led, art-IP-driven immersive exhibition format.
• Outernet London: London-based immersive media venue with wraparound LED screens for art, music, and cultural content. Comparable as a venue-based, immersive content exhibition operator.

Broad incumbents

• Culturespaces: French operator of multiple immersive art centers across Europe (Atelier des Lumières, Bassins de Lumières, Hall des Lumières). Comparable as a multi-venue, pan-European immersive arts operator with a larger portfolio.

Emerging players

• Dreamscape Immersive: US-based VR location-based entertainment company producing free-roaming VR experiences. Comparable on the free-roaming VR and enterprise-partnership side (Tomorrowland, museum/brand activations).
• Hijinx Immersive / Cosm: US-based operator of large-format immersive venues (formerly Cosm) and shared immersive experiences. Comparable on the large-screen, sports/entertainment immersive venue model similar to ALFA5 and IDEAL.

Others

• Fever: Global live-entertainment discovery and ticketing platform partnering with Layers of Reality for distribution. Adjacent ecosystem player rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• Xtwitter.com/LayersReality
• YouTubeyoutube.com/watch?v=YMg3KYFebsk
• LinkedInlinkedin.com/company/layers-of-reality
• Instagraminstagram.com/layersofreality

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 Layers Of Reality S.l.