Red Dot Award 2026
ART MASTERS: A Virtual Reality Experience
ACCIONA Cultura has designed and produced this virtual reality experience in collaboration with the Museo Nacional del Prado. Through a journey across an imaginary museum, visitors can immerse themselves in five major masterpieces from the Prado’s collection, exploring a universe that moves between the real and the dreamlike, while uncovering the secrets hidden within these iconic canvases.
Client
ACCIONA Cultura Original
Year
2025
Area of specialization
Sports & Entertainment
Theme
Contemporary Art & Culture, Interactive & Multimedia Experiences, Scenography & Narrative Space, Edutainment, Original IP
Location
Europe, Asia
Surface
300m2
Scope
Design & production
- New York, US
- Shanghai, China
- Buenos Aires, Argentina
- Tokyo, Japan
- Madrid, Spain
Several of the works are featured rarely, or never leave the Prado at all due to conservation restrictions, making the VR format one of the only ways to encounter them up close outside of the Spanish museum’s walls.
ARTNET
Visitors no longer stand back in passive crowds, they move through the physical space together, engaging in an intimate dialogue with the art.
DESIGNBOOM
A pioneering virtual reality experience allows visitors to immerse themselves inside some masterpieces... this exhibition aims to bring art closer to the public through technology.
LA VANGUARDIA
Viewers cease to be passive observers and become active participants in the immersive experience.
GQ
The goal is to foster a deeper connection with the paintings symbolism and meaning.
Blooloop
The experience draws visitors into works by Velázquez, Goya, Brueghel, Bosch, and Veronese, making them part of the stories depicted in the paintings.
Infobae
Throughout the exhibition, 3D environments merge with an immersive narrative that brings the paintings and their characters to life.
LA VANGUARDIA
See how past visitors experienced ART MASTERS, and the impressions they took away from an experience designed to immerse them in the world of art.
Museo Nacional del Prado
ACCIONA Cultura
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