IDEAL | Digital Arts Center

The IDEAL Centre d’Arts Digitals de Barcelona is the first centre in Southern Europe dedicated to immersive digital arts. Since its opened in 2019, it has been dedicated to exhibitions, creation, production, experimentation and training in this field.

CHALLENGE

Technology is palpable in all areas of our lives. However, surprisingly, its growth has been more restrained in the cultural industry. Through the IDEAL Centre d’Arts Digitals de Barcelona, Magmacultura has fulfilled a long-standing ambition to create a unique space that uses technology to combine creativity, innovation and content.

GOALS

• To generate a space for the creation and development of new digital arts and immersive experiences.
• To apply the latest technological advances to the production of exhibitions and cultural projects
• To make progress in attracting audiences through new narratives and tools.
• To foster innovation in the cultural industry.

TASK

A project of IDEAL’s characteristics had to have a venue with its own identity. In the Poble Nou neighbourhood, one of the hubs for design and technological initiatives, we found the building of the former Ideal cinema, which opened in 1917 and that had served as the set for iconic Catalan television programmes in recent years.
MagmaCultura oversaw, together with its partner Minoria Absoluta, its transformation to house a venue measuring almost 2,000 square metres dedicated to exhibitions, creation and training in the realm of immersive digital arts. IDEAL has exhibition rooms and an artist residency area where artists can develop their own productions.
On entering the centre, visitors discover immersive experiences and exhibitions designed and produced by Layers of Reality, the company set up by the two partners, and which use the latest technology as a vehicle for the expression of artistic and educational concerns.
We are also in charge of the integrated management of the centre’s visitors: help and information desk, ticket sales, wall information panels, logistical support, audience management, gift shop, and other tasks.

RESULTS

• More than 400.000 visitors between 2020 and 2022.
• Continuity of the project with the opening of MAD, Madrid Artes Digitales.
• Production and co-production of exhibitions such as “Monet: The Immersive Experience”, “Barcelona, Photographic Memory”, “Klimt: The Immersive Experience”, “Frida Kahlo: The Life of an Icon”, “Pericot, Expanded Art” and “Cybernetic Dalí”.
• Immersive events and shows, such as “Sokkyo” and “Next to Normal Immersive”.
• International growth with tours in the United States, Austria, Portugal, Belgium, among other destinations.

KEY PROJECT FEATURES

• Knowledge of the sector and capacity to anticipate and lead trends.
• Decision when it comes to promoting innovative and solid projects.
• Conceptualisation of immersive cultural projects.
• Constant integration of the latest technologies.
• Support for the experimentation and the development of new digital cultural products
• Integrated design of cultural projects and comprehensive visitor services.