Must-See AV: Barcelona
Traveling to Barcelona for ISE 2025? If you have a few days (or even hours!) to spare during your trip, you might want to check out some of the audiovisual treats the city has to offer. From immersive art museums and historic buildings to adrenaline-fueled sports centers and stadium tours, you’re sure to find an experience that speaks to a number of unique AV interests.
1. Gaudí Buildings: Casa Batlló and Casa Mila (La Pedrera)
The first must-see AV experience in Barcelona is a two-parter, but if you can’t get to both, either experience is incredible.
Casa Batlló in Barcelona is famous not only for its stunning design by Antoni Gaudí, but also for its unique audiovisual experiences. One of the highlights is the "Gaudí Cube," a mind-blowing six-sided LED cube that offers a 360° immersive experience. When you step inside, you're taken on a journey through Gaudí’s creative world, designed by renowned artist Refik Anadol. The mix of digital technology and storytelling brings Gaudí's ideas to life in a modern and engaging way.
Another must-see is the augmented reality guide called the "Gaudí Dome." This neat feature uses augmented reality to overlay animations and reconstructions onto the actual rooms in Casa Batlló, letting you see how they originally looked and how they fit into Gaudí’s vision. The guide also includes audio and visual effects to point out the detailed and symbolic elements hidden in his designs. This blend of old-school architecture with new tech makes exploring the house an unforgettable audiovisual adventure.
Bonus: if you'll be in Barcelona February 1 or 2, check out digital artist Quayola's projection mapping project, "Arborescent" on the exterior of Casa Batlló. You can also hear from the artist himself at ISE 2025 as the Creative Keynote speaker on February 5. Check the ISE Content Program for more details!
At Casa Mila, also known as “La Pedrera,” I myself will be checking out the La Pedrera Night Experience Tour. You get to see one of Gaudi’s iconic Barcelona buildings through the nocturnal guided tour, a great opportunity to take in the amazing architecture when the building looks the most magical. Through the tour, you will visit the Flower Courtyard, the Whale Attic hosting the Gaudí Exhibition, and end at the Warrior rooftop. The terrace features video mapping paired with an immersive soundtrack and there are projections and amazing lighting displays throughout the whole tour. If you opt for the tour, you get the bonus of ending the night with a glass of cava and some sweetmeats — ‘cause who doesn’t love their AV served with a tasty treat?
Recommended Reading: AV on the Menu: the XR Bar at ARTECHOUSE 😉
2. Barça Immersive Tour
Located near the Spotify Camp Nou, the Barça Immersive Tour offers an exploration of FC Barcelona's storied past, vibrant present, and promising future during the stadium's renovations. The tour features 18 interactive and audiovisual installations, starting at the Welcome Area, where visitors receive audio guides. In the "We are history" tunnel, Barça’s rich legacy comes alive through compelling photographs and artifacts, including a section dedicated to Johan Cruyff.
The experience continues with the "Tots units fem força" area, showcasing achievements of both men's and women's teams. "More than Achievements" allows visitors to relive iconic goals with immersive crowd sounds, while "Camp Nou Live" features a captivating 360º audiovisual show from the stadium’s heart. "Espai Barça" reveals future club plans through models and displays. Enhanced with cutting-edge technology like 360° projection, deepfake visuals of legends, and augmented reality, the tour allows fans to engage deeply with the club’s history and capture photos with favorite players for lasting memories.
3. Alfa5 XR
Barcelona's Alfa5 XR Sports Center seamlessly integrates technology with physical activity within a 2,000-square-meter space, harnessing the power of extended reality (XR). Situated in Poblenou, the center offers a blend of virtual reality, augmented reality, and motion tracking to deliver interactive sports experiences. Highlights include the XR Arena for futuristic soccer, a projection-mapped climbing wall, an AR laser maze, and VR simulations of extreme adventures like scaling Mount Everest.
Created by the renowned XR studio Layers of Reality in collaboration with Eurofitness, Alfa5 redefines recreation and gaming, making it a hotspot for tech enthusiasts and athletes alike. It transforms the historic Alfa5 sports complex into a cutting-edge venue, offering nine immersive experiences that push the boundaries of traditional sports activities.
4. White Rabbit: The Off Museum
White Rabbit: The Off Museum in Barcelona offers an audiovisual experience that truly captivates all the senses. This cutting-edge exhibit delves into a medley of digital art installations that transform traditional perceptions of an art museum. Visitors are immersed in a constantly evolving landscape of sight and sound, bridging the gap between art and technology. The use of dynamic projections, interactive displays, and synchronized soundscapes creates a unique journey where each visitor feels personally connected to the art. This forward-thinking approach not only showcases the work of Barcelona’s own artists but also positions White Rabbit as a pioneer in redefining how we engage with art.
What makes White Rabbit stand out as an impressive AV experience is its emphasis on audience participation. The installations are designed to be interactive, encouraging visitors to become active participants rather than passive observers. This makes each visit distinct and memorable, as the interactive elements are completely based on your own individual interactions. These elements make White Rabbit - The Off Museum a must-visit destination for anyone looking to experience art in a vivid, modern, and engaging context in the heart of Barcelona.
5. America’s Cup Experience
Although the 37th America’s Cup in Barcelona wrapped up this past October, you can still experience the interactive exhibition (check the America’s Cup Experience website to make sure tickets are still available when you’re reading this article!). Learn the history through 100 interactive screens outlining the origins of this unique sailing race, plus the current technology helping these boats fly through the water each year. In addition to learning the facts, you can experience the race first-hand (well, digitally!) through the VR simulator that takes you aboard the AC75. For some extra AV splendor, check out the IMAX theater, aka the largest screen in Spain, for the exclusive video “One Hell of a Battle.” Check out the AVIXA TV video above for a behind-the-scenes look at one of the must-see Barcelona experiences.
Honorable Mention: IKONO Barcelona
Where can you explore a cyberpunk-themed alley, play some arcade games, wander through an enchanted lantern display, and slide into a ball pit — all in one location? The IKONO Barcelona, a creative space at the intersection of art and interaction, is a fun, immersive AV experience designed for any age. There are over 10 rooms to explore, each with their own theme and mood. It gets major points if your AV excursions must be Instagram-worthy. 🤳
What else will you be checking out while in Barcelona for ISE? Drop your ideas in the comments below!
Main image credit: Getty Images/Benedek
As AVIXA's manager of editorial content, I bring to the role fourteen years of marketing experience and ten working predominantly in editorial and video content. I've spent many years in the entertainment industry working for Nickelodeon, Lucasfilm, Disney, and even a small theater in the heart of Florence, Italy. I love great stories and finding the perfect hook. I am also a stop-motion animation aficionado who makes puppets and writes books. And a lover of food... all kinds of food.
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Amazing ! Excited to explore it..