Grup Mediapro opened Espai Imagina, its new centre for immersive experiences at Avinguda Diagonal 177 in Barcelona, on 22 September 2026 with Gaudí Code, an exhibition about Antoni Gaudí. Developed by Mediapro Xperiences and curated by Galdric Santana, director of the Gaudí Chair at the Polytechnic University of Catalonia (UPC), it combines large-scale projections with virtual, augmented and mixed reality so visitors can experience the content from the inside.
Mediapro Xperiences invested three million euros to create the exhibition and launch the venue, a figure that covers both.
How the exhibition works
The visit is laid out as a journey through four areas across 1,200 m2 and takes about 70 minutes. Its technology-led spaces include:
- An immersive audiovisual installation that surrounds visitors with floor-to-ceiling projections as it tours Gaudí's existing buildings.
- The XR Workshop, a mixed-reality room visited with see-through headsets that do not cut visitors off from their surroundings. Visitors walk freely between tables and interact virtually with objects on them; the exhibition's photos show PICO-branded headsets used hands-free.
- A virtual reality space presenting reconstructions of projects Gaudí never built.
Reconstructing unbuilt Gaudí
The UPC Gaudí Chair team analysed original plans, drawings and calculations to reconstruct, with scientific criteria, four projects that never left paper: the Hotel Attraction in New York, the Franciscan missions in Tangier, the University of Barcelona paranymph and the Plaça Catalunya fountain. Mediapro built the three-dimensional models that let visitors explore these buildings virtually for the first time.
Visiting
Entry is by time slot every 15 minutes, with up to 40 people per slot. Virtual reality is recommended for ages 6 and older, and children up to 3 enter free. The exhibition page lists Invelon as a technological partner without describing its role. Espai Imagina plans at least two exhibitions a year, mixing in-house and international productions.
