Swedish film director and producer Erika Lust has brought the world of erotica to the immersive experience space with House of Erika Lust in Barcelona, Spain.
House of Erika Lust, created in partnership with augmented reality content creation studio Layers of Reality, uses the latest technologies, including VR headsets, to immerse visitors in the world of Lust’s films. The content is based on fantasies sent to Lust by women. The experience is described as a place “where fantasy meets reality, and every sensation is yours to explore.” Meanwhile, Lust herself calls it “a universe of self-discovery.”
To learn more, we speak to Erika Lust about what the experience involves as well as how she believes it will bring something new to the world of immersive attractions.
Lust is a renowned Swedish filmmaker, screenwriter, and author known for her contributions to feminist and ethical pornography. A central figure in the “female gaze” movement within adult cinema, she champions a new approach to adult content that prioritises diversity, consent, and genuine human connection. This approach counters the male-dominated standards of mainstream pornography. Lust’s films highlight storytelling and artistic cinematography as well as relatable characters, focusing on portraying sex in a respectful, inclusive, and empowering manner.
Lust also advocates for sex education, gender equality, and sexual freedom and challenges stereotypes in adult entertainment. She has written several books and speaks at international conferences on sexuality, pornography ethics, and feminism.
Erotica meets immersive experiences
Speaking about what inspired her to bridge the gap between erotica and immersive experiences and what sparked this new concept, she says:
“With Erika Lust Films, my goal has always been to challenge conventions and approach people’s desires in a way that feels both safe and free from judgment. So, House of Erika Lust was a natural evolution of that philosophy. It takes the values of ethical adult cinema and creates a space where individuals can freely explore their fantasies.
“For me, it’s always been about celebrating pleasure and desire as an integral and joyful part of life. With this immersive experience, the goal was to offer a unique environment where inclusivity, diversity, and imagination come together to create something truly meaningful and free.”
At the same time, Lust says that she recognised the importance of bringing porn into mainstream public spaces to help normalise and celebrate people’s pleasures:
“That’s why House of Erika Lust is the world’s first erotic immersive experience combining art, digital installations, and porn. By moving sexuality into a shared, participatory environment, we then create a space where honesty, inclusivity, and imagination converge. It’s about inspiring meaningful dialogue, liberating ourselves from outdated norms, and embracing pleasure as a rich, vital part of our human experience.”
See also: A lust for immersive experiences? The Experience Economy Meeting, Madrid
The House of Erika Lust experience
The House of Erika Lust is an innovative erotic immersive experience that launched in Barcelona in October 2024. By intertwining technology, art, and sensuality, it provides guests with a distinctive journey into the realms of desire and intimacy.
The event takes place in a 1,000-square-meter venue in Barcelona’s Poblenou district. Ticketholders receive the address 24 hours in advance, adding an element of mystery to this late-night experience.
There are four areas. Guests start their adventure by donning exclusive face masks. This establishes an atmosphere of curiosity as they explore Erika Lust’s universe and her work. In Your Deepest Fantasies Brought to Life, ‘XConfessions’ are showcased. Here, Lust takes audience-submitted fantasies, turning them into engaging short films, inviting visitors to witness these personal narratives.
Participants then embark on a 15-minute VR experience with choices including Erotic, Explicit, and Surprise modes. The final section, Ecstasy Unveiled, offers an immersive experience with non-explicit sensory content that celebrates pleasure and diversity.
Lust says: “Our hope is for every visitor to leave House of Erika Lust with a deeper connection to their own sexuality—a renewed sense of understanding and self-awareness. It’s more than just an experience—it is an opportunity to connect with pleasure in a new way.”
Visitors have a chance to embrace their fantasies and reflect on their desires, perhaps even uncovering emotions and aspects of themselves they hadn’t fully realised before.
“It’s about creating not just a memorable experience but a transformative one,” she adds.
Layers of Reality
Layers of Reality is a prominent content creation studio in Barcelona, focusing on extended reality (XR) experiences that combine technology, art, and storytelling to create immersive and transformative exhibitions. Past projects include The Last Days of Pompeii, a time-travel experience that explored Pompeii’s history and its tragic conclusion, along with Dalí Cybernetics, an immersive exploration of Salvador Dalí’s mind that highlighted his brilliance and scientific insights.
According to Lust, the collaboration with Layers of Reality felt like a natural fit for this project:
“Their expertise in merging art and technology aligned perfectly with our vision of creating a sensual, interactive journey through some of my most iconic films and productions.”
The studio’s innovative ability to blend augmented and virtual reality with storytelling brought an entirely new dimension to this project:
“Spanning over 1000 square meters, we designed an experience that combines both technology and art to explore human sexuality. Their immersive approach allowed us to create a space where visitors could engage with content on a deeply personal, multisensory level.
“It was the perfect partnership to push boundaries and redefine how we explore and experience eroticism.”
Balancing technology with human elements of storytelling
VR is a powerful tool for enhancing the themes of intimacy and self-discovery. It offers visitors a deeply immersive space to explore intimacy and self-discovery on their own terms.
“As for the three options— “erotic,” “fully explicit,” or “surprise me”—I don’t want to spoil too much. But they’re designed to let visitors shape their own journey. Each path offers a unique perspective, whether a softer, sensual approach, a more explicit exploration, or leaving the choice to curiosity and chance.”
These options also make the experience highly personal, allowing people to engage with their fantasies in a deeply personal and interactive way. They break down barriers between imagination and experience.
“VR opens up new possibilities for categorisation, as viewers may be able to navigate content based on their physical environment, personal preferences, or interactive elements within the virtual space.”
While technology plays a key role, it’s always used to enhance human connection and emotional storytelling. Augmented and virtual reality create an immersive environment that enriches the storytelling. Still, at its core, the experience is about emotions, desires, and the profoundly personal connection visitors feel with the art.
“We use technology to amplify the artistic vision and also make the journey more interactive and customised,” says Lust. “However, the essence of the experience lies in its ability to foster genuine emotional connections and open conversations about sexuality.”
Creating a safe space at House of Erika Lust
Sexuality can be a sensitive and deeply personal topic. Speaking about how House of Erika Lust creates a safe and inclusive space for all visitors, Lust says:
“House of Erika Lust is built guided by values such as inclusivity and respect. The experience is designed to ensure that everyone, regardless of identity or sexual orientation, feels welcome and represented. The audiovisual content is carefully curated to reflect a diverse range of experiences, providing a safe space for visitors to explore their own desires.”
The exhibition focuses on digital art, with no live performances or expectations of participation in erotic or sexual activities. Visitors are free to engage with the experience in their own way, creating an environment that feels both safe and empowering.
The experience has already proved popular:
“We are thrilled with the way visitors are responding to this unique experience! Many visitors share how much they value experiencing erotic content in a way that feels empowering and free from guilt—content that celebrates diversity, authenticity, and emotional depth. They stand out in how natural and relatable the performers and narratives feel. It’s free from the unrealistic expectations created by traditional mainstream adult film archetypes.”
Many others have shared that House of Erika Lust offers a unique mix of fantasy and reality, creating an experience that feels freeing and deeply personal.
“It’s been inspiring to see how much they value diversity, inclusivity, and emotional depth, showing a growing desire for spaces that reflect authentic connections and real emotions.”
Immersive erotic storytelling
Asked if she sees House of Erika Lust as the beginning of a broader movement toward immersive erotic storytelling, Lust says: “Absolutely! I see it as a cornerstone of a growing movement to redefine erotica through immersive storytelling, blending technology, art, and human connection.”
Virtual and augmented reality transform how people interact with adult content, making it more personal and emotionally resonant. These innovations allow viewers to connect with erotica on a deeper level, not just as consumers but as participants in an artistic and meaningful experience.
“I hope this project helps redefine how erotica is perceived within the arts—demonstrating it as a legitimate, powerful, and thought-provoking form of expression that delves into human desires, emotions, and fantasies with creativity and respect. We are opening a new cultural conversation, offering fresh insights, ideas and perspectives about erotic storytelling.”
So, what does its success say about changing attitudes toward sexual expression in entertainment?
“I think its success shows that people are becoming more intentional and conscious about their choices, even in the realm of sexuality,” says Lust. “There’s a growing awareness and demand for alternatives prioritising quality, ethics, and diversity. There is growing awareness and demand for alternatives created safely, with care, and with respect for diverse perspectives.
“House of Erika Lust demonstrates that people want to engage with sexual expression in thoughtful, inclusive, and artistic ways. This change reflects a more open and respectful attitude to sexuality in entertainment, where consumers actively shape the future through their choices.”
What’s next for House of Erika Lust?
Following its successful launch in Barcelona, the concept could soon be available in a city near you. Its design also allows it to evolve and be updated with new content easily.
“We’re ready to take House of Erika Lust to other countries,” says Lust. “Our vision has always been to bring beautiful, ethical porn into public spaces. Not just to entertain but to spark meaningful conversations about desire, pleasure, and connection. We want to create environments where people can openly discuss and celebrate their sexuality without shame or judgment.”
“This is about more than just an immersive experience; it’s about cultural change. We also believe people deserve to own their pleasures. House of Erika Lust is a step toward empowering that ownership worldwide.”
