MAD (Madrid Artes Digitales) Immersive Experiences Centre

Opened on 4 March 2022 in Matadero Madrid, this space is a revolutionary centre for digital cultural development, unique in Spain and Europe, which places the latest technology at the service of the most innovative cultural and artistic experiences. A creative space that experiments with immersion based on audiovisual projections, augmented reality, virtual reality and holography to create a new relationship between art and society.

MAD performs a key function, bringing culture, art, history and technology closer to its visitors in an accessible, natural and innovative way. Over 2000 square metres, MAD showcases different contents and experiences, with technology that will be adapted for each of the different exhibitions, so that each visit becomes a unique event.

MAD is also an R&D centre that experiments with new immersion formulas including large-scale audiovisual projections along with augmented reality or virtual reality and holography. To do this, it has a team of professionals who are constantly working on the development of new formulas to give each of the exhibitions its own personality.

To create MAD, 3 leading production companies have joined forces: Layers of Reality and SOM Produce from Spain, and Stardust from the Netherlands.  With an initial investment of €3 million just for the adaptation of the space, it will develop specific contents over the coming ten years, which can initially only be seen at MAD at Matadero Madrid.