Looking for one of the most immersive experiences in Madrid? At IKONO Madrid, we’ve unveiled a completely redesigned journey featuring new interactive rooms built around light, play, sensory exploration, and participation.
From digital installations and immersive art environments to arcade-inspired spaces and interactive storytelling, our renewed experience transforms visitors from spectators into active participants.
At IKONO Madrid, we’ve just launched a new generation of immersive experiences.
We’ve redesigned a large part of our journey with new interactive rooms created to encourage play, exploration, and participation in completely new ways. From light-based installations to arcade-inspired environments, this transformation turns our original Madrid space into an even more immersive, sensory-driven, and participatory experience.
After six years in Madrid and more than two million visitors globally, we continue evolving the space where a large part of IKONO’s story in Europe first began.
👉 Explore the full IKONO Madrid experience.
- IKONO Madrid unveils its most ambitious transformation since 2020
- The new rooms focus on play, interaction, and sensory exploration
- Visitors become active participants throughout the experience
- New spaces like Light Painting and Retro Arcade deepen the immersive experience in Madrid
- Madrid remains IKONO’s flagship immersive destination in Europe
IKONO Madrid Reinvents the Immersive Experience in Madrid
IKONO was born in Seville in 2019, but Madrid was the city that allowed us to shape and validate a pioneering concept built around immersive art, play, and sensory exploration.
Now, six years after opening in the Spanish capital, we’re unveiling the most ambitious transformation of our original experience yet. The goal isn’t simply to refresh the space, but to apply everything we’ve learned across our European venues to create something even more interactive, emotional, and participatory.
“Transforming this space once again reflects our commitment to evolving from the place where the brand first began,” explains Fernando Pastor, CEO and co-founder of IKONO.
New Interactive Rooms at IKONO Madrid
This new chapter introduces immersive installations designed to spark creativity through technology, movement, and interaction. The idea is simple: stop observing and start participating.
The renewed experience also reflects the growing evolution of experiential entertainment across Europe. By combining immersive art, digital installations, sensory environments, and interactive storytelling, IKONO Madrid creates a multi-sensory journey designed to encourage participation rather than passive observation.
Light Painting
Inspired by the techniques of Picasso and photographer Gjon Mili, this new room allows visitors to paint with light using body movement. Every gesture creates temporary visual compositions that turn guests into active participants within the artwork itself.
Silver Balloons
Built using mirrors and metallic balloons, this installation completely transforms spatial perception. The environment shifts depending on how people move through the room, creating unexpected reflections and playful visual perspectives.
Light Portal
This immersive environment physically reacts to each visitor’s presence. Lights, colours, and visual stimuli respond in real time, creating a constantly evolving sensory experience.
Retro Arcade
We’ve also introduced a contemporary reinterpretation of classic arcade gaming. Retro Arcade brings back the shared, playful side of gaming and transforms play into a tool for human connection.
👉 Book tickets for IKONO Madrid.
Why Interactive Immersive Experiences Are Growing in Madrid
One of the biggest changes in this transformation is the role visitors now play within the experience itself.
The new rooms are designed for people to interact, explore, and actively engage with every part of the journey. It’s no longer about simply looking at an installation, it’s about becoming part of it.
This approach reflects a growing shift in entertainment today: people are increasingly searching for immersive experiences that allow them to disconnect from routine and reconnect with the present moment through interaction and play.
“At IKONO, we don’t see play as something limited to childhood. We see it as a way to connect, discover, and experience life differently as adults too,” explains David Troya, Creative Director and co-founder of IKONO.
Why More Adults Are Looking for Immersive Experiences
The growth of immersive entertainment isn’t happening by chance.
We live surrounded by screens, fast-paced routines, and increasingly passive forms of entertainment. That’s why more people are searching for physical, participatory, and sensory experiences that help them step out of autopilot and reconnect with the present moment.
Beyond traditional entertainment, immersive experiences encourage people to move, interact, create, and share real moments together.
IKONO Madrid has become one of the most unique things to do in Madrid for visitors looking for interactive entertainment beyond traditional museums or sightseeing.
Why IKONO Madrid Is One of Europe’s Leading Immersive Experiences
Today, Madrid represents nearly 30% of IKONO’s global visitor volume.
With this transformation, we aim to further strengthen the city’s position as one of Europe’s leading destinations for immersive experiences and interactive entertainment.
Located in the heart of the city, IKONO Madrid continues to grow as an interactive attraction in central Madrid where visitors can experience immersive art, sensory environments, and playful participation all in one space.
Our goal remains the same as it was from the very beginning: to create spaces where art, play, and sensory exploration awaken curiosity, creativity, and the desire to truly feel something.
FAQs About the New IKONO Madrid Experience
What is IKONO Madrid?
IKONO Madrid is an immersive entertainment venue in Madrid combining interactive art, sensory environments, digital installations, and participatory experiences designed for visitors of all ages.
What’s new at IKONO Madrid?
The renewed experience includes new interactive rooms such as Light Painting, Silver Balloons, Light Portal, and Retro Arcade, all designed around play, creativity, and sensory exploration.
Are the new rooms interactive?
Yes. Every new installation has been designed for active participation through movement, interaction, and real-time visual responses.
Is IKONO Madrid only for children?
Not at all. IKONO is designed for all ages, with experiences focused on shared play, creativity, and interaction for adults, families, couples, and groups alike.
How long does the IKONO Madrid experience last?
Most visits last around one hour, although guests are free to explore the experience at their own pace depending on how they interact with each room.
Is IKONO Madrid worth visiting?
Yes. IKONO Madrid is considered one of the most unique things to do in Madrid thanks to its mix of immersive art, interactive rooms, and sensory experiences designed around participation and play.
Where is IKONO Madrid located?
IKONO Madrid is located in central Madrid, close to some of the city’s most visited cultural and entertainment areas.
What are the best immersive experiences in Madrid?
Madrid offers a growing immersive scene including immersive art exhibitions, digital experiences, sensory installations, and interactive attractions. IKONO Madrid stands out as one of the city’s leading immersive experiences thanks to its participatory and multi-sensory approach.
About IKONO
Founded in Seville in 2019, IKONO creates immersive experiences designed around play, creativity, sensory exploration, and interactive storytelling.
Today, IKONO operates across several European cities including Madrid, Barcelona, Copenhagen, Budapest, Vienna, Berlin, and Rome, welcoming millions of visitors every year.
Through experiential design, immersive art environments, and participatory installations, IKONO transforms visitors from spectators into active participants inside each experience.
Ready to discover a new generation of immersive experiences in Madrid?
Explore new rooms designed to play, create, and interact like never before.
👉 Reserve your IKONO Madrid experience now
