Blanco y Negro, a producer and distributor of pioneering immersive and virtual reality experiences, has shared information on licensing the Tomorrowland Immersive Experience, which is now available to venues across the world.
This innovative immersive experience opened in Barcelona in 2023 and has already welcomed more than 50,000 guests from 56 countries. In October 2024, it launched at the WiZink Center in Madrid.
Advanced VR experience
Tomorrowland Immersive Experience was developed by Tomorrowland and XR Music Hub teams, including Layers of Reality and Blanco y Negro Music.
The 55-minute adventure enthrals audiences with cutting-edge virtual reality and audiovisual storytelling. Guests are transported into Tomorrowland’s enchanting environment, where they will explore themes such as The Story of Planaxis, The Book of Wisdom, and The Elixir of Life.
Tomorrowland has grown from a festival into a global brand with a strong relationship to its audience. The immersive experience allows venues to tap into this vast audience while also providing a unique attraction that appeals to both festivalgoers and families.
The immersive experience has received extensive media coverage, interest from official institutions such as the Ministry of Culture and Innovation, and has been part of major film festivals where location-based virtual reality (LBVR) is now a recognised category. Additionally, the experience was included on the Tech Tour at the ISE (Integrated Systems Europe) Congress, enhancing its visibility in the industry.
Licensing opportunities
The Tomorrowland Immersive Experience is intended to appeal to a wide range of visitors, including digital art centres, major entertainment hubs, amusement parks, and more.
Key features include:
- Virtual reality adventures. Visitors travel through Tomorrowland’s mythical locations to experience the festival’s iconic themes in ways never before imaginable.
- Advanced audio-visual technology. Technologies such as spatial sound and LED sphere projections provide an immersive experience.
- Scalability. The experience’s modular design enables it to be tailored to any venue, from art galleries to vast arenas. The success of past installations, like those in Barcelona and Madrid, demonstrates the experience’s ability to draw significant audiences.
The Tomorrowland Immersive Experience has demonstrated its success in Spain and aims to expand to more cities worldwide. Its availability to license offers an opportunity for venues wishing to add a high-quality, scalable, and marketable attraction to their lineup.
Licensees can benefit from:
- Brand power. Licensees can leverage Tomorrowland’s strong brand recognition and worldwide fanbase. Tomorrowland is known for authentic, inventive, and captivating stories and themes to engage the People of Tomorrow all over the world. It has enhanced the storyline beyond the festival by creating fantasy novels that explore the origins and magical realms linked with each theme, allowing fans to fully engage with the stories year-round.
- Immersive technology. This immersive exhibition demonstrates the power of advanced virtual reality (VR) technology and features a headset-only setup that does not require a backpack. This technique improves visitor comfort and participation while cutting expenses and simplifying staff administration. By working with an experienced team and utilising cutting-edge infrastructure, licensees can position themselves at the forefront of the growing immersive industry.
- Family-friendly appeal. The experience is designed for children aged 6 and over, making it an ideal fit for digital art centres, theme parks, and entertainment venues.
- Proven audience demand. Tomorrowland’s status as a prominent worldwide music brand extends beyond the festival, and the early success of its immersive experiences ensures significant attention and foot traffic.
A spokesperson from Blanco y Negro says: “Whether you’re looking to bring a high-quality immersive experience to your venue or expand your portfolio with one of the world’s most iconic entertainment brands, the Tomorrowland Immersive Experience is the future of live entertainment.”
For more information about licensing the Tomorrowland Immersive Experience, please contact Blanco y Negro.
Earlier this month, Blanco y Negro marked the success of the Hotel Dracula Immersive Experience, an innovative attraction that combines state-of-the-art virtual reality (VR) technology with storytelling and has experienced rapid growth.
