ACCIONA reports strong attendance for first venues in ART MASTERS tour

ACCIONA, a leading creator of technology-driven interactive museums, exhibits, and events, is celebrating the success of ART MASTERS: A Virtual Reality Experience, which is resonating strongly with audiences across its international venues.

The experience is developed in partnership with the Prado National Museum in Spain and seeks to bring five major masterpieces from the institution's collection to a global audience.

Global appeal

Designed and produced by ACCIONA, this experience invites visitors to interact with key works from the Prado's collection using virtual reality glasses which transport guests to an imaginary museum. This, often-dreamlike, 3D environment and immersive narrative combine to reveal the secrets hidden in the artworks.

The experience launched at the global NEXT IN Summit, which took place in Madrid in April. Here, it welcomed 360 attendees over two days.

Following this debut, ART MASTERS: A Virtual Reality Experience has travelled to Shanghai, where 11,934 people have visited since the attraction opened on 4 July. Due to close on 12 October, the run will now be extended due to public demand.

In Buenos Aires, the experience opened on 4 September and has already recorded 9,747 visitors. This location is expected to close in the first week of December.

Following this success, ART MASTERS: A Virtual Reality Experience will continue to tour internationally. Look out for future announcements revealing its upcoming destinations.

Rigorous academic approach

The experience has been developed under the academic curatorship of Alejandro Vergara, the Prado Museum's head of conservation for Flemish Painting and Northern Schools, and makes use of original material from the museum to ensure the highest level of accuracy and quality in the portrayal of its extraordinary collection.

Visitors are guided through the museum by a fictious security guard and encounter Las Meninas by Velázquez, The Garden of Earthly Delights by Bosch, Venus and Adonis by Veronese, The Sense of Sight by Rubens and Brueghel the Elder, and Witches' Sabbath by Goya.

The virtual reality experience is framed by two physical spaces, an introduction to the Prado Museum, and an interactive area that reinforces the connection with the exhibition.

ART MASTERS: A Virtual Reality Experience has been supported by TDG Holding Co, a leading Chinese technology firm.

ACCIONA has also recently released The Ultimate Museum Book. This presents findings from research conducted at over 150 institutions globally to share sustainability best practices.