Five years ago, in the heart of Madrid, IKONO opened its doors with a concept that would mark a turning point in how we experience leisure, art, and human connection. What started as a disruptive proposal in the Spanish capital has become the European benchmark for immersive experiences, with a presence in seven cities and a team of nearly 200 people committed to one purpose: transforming the ordinary into the extraordinary.
A Vanguard Journey
Since 2020, we at IKONO have challenged traditional entertainment formats with a unique language—multisensory and emotional—that invites people to rediscover play as a tool for expression, introspection, and connection with others. We’ve created spaces where boundaries blur and technology serve humanity—where experiences are not just lived, but remembered, shared, and transformed.
This unique way of playing outside the lines has allowed us to build a new narrative in entertainment—one that not only entertains but also provokes, questions, and sparks imagination. In a world saturated with stimuli, we’ve chosen to pursue authenticity and invite every visitor to become part of a sensory story built with every step, every glance, and every emotion.
Recognition for Innovation Leadership
Over these five years, IKONO has been recognized as the Best Space in Madrid by the prestigious Travel & Hospitality Awards (THA)—an award that celebrates excellence and innovation in tourism and experiential spaces. This recognition not only validates our vision but also highlights the impact of our work on Spain’s cultural and creative scene.
Figures That Reflect a Dream in Expansion
Today, IKONO operates seven locations in Madrid, Rome, Barcelona, Budapest, Vienna, Copenhagen, and Berlin, solidifying its presence in some of Europe’s top cultural capitals. This growth has been made possible thanks to the talent and passion of every professional who brings our vision to life, creating environments where the sensory, the artistic, and the human come together.
In Spain alone, our numbers speak for themselves: nearly 110,000 visitors passed through the doors of IKONO Madrid in the past 12 months, with a satisfaction rate exceeding 90%—a sign that the IKONO experience is just as relevant today as it was on day one.
Looking Ahead: Still Creating the Impossible
This anniversary is not a finish line, but a new beginning. At IKONO, we believe that true innovation isn’t about technology—it’s about daring to imagine new possibilities. That’s why the coming years will be shaped by the exploration of new formats, new cities, and new ways of sparking emotion through immersive art.
To all who have been part of this journey—thank you. We keep creating, we keep playing, always outside the lines.
