{"id":1088,"date":"2025-05-09T10:00:32","date_gmt":"2025-05-09T10:00:32","guid":{"rendered":"http:\/\/www.www.good-broker.com\/?p=1088"},"modified":"2025-05-21T15:26:01","modified_gmt":"2025-05-21T15:26:01","slug":"accionas-next-in-summit-2025-brings-prados-paintings-to-life-with-virtual-reality-tour","status":"publish","type":"post","link":"http:\/\/www.www.good-broker.com\/index.php\/2025\/05\/09\/accionas-next-in-summit-2025-brings-prados-paintings-to-life-with-virtual-reality-tour\/","title":{"rendered":"ACCIONA\u2019s NEXT IN summit 2025 brings prado\u2019s paintings to life with virtual reality tour"},"content":{"rendered":"

SHAPING THE FUTURE OF CULTURAL SPACES AT NEXT IN SUMMIT 2025<\/strong><\/h2>\n

\u00a0<\/p>\n

On April 23-24, 2025, at the ACCIONA Campus, the second edition of the NEXT IN Summit, hosted by ACCIONA Living & Culture, brought together global leaders in museology, architecture, and art. Inaugurated in the presence of <\/span>Madrid<\/b><\/a>\u2019s mayor, Jos\u00e9 Luis Mart\u00ednez Almeida, the event highlighted best practices in cultural space design, management, and innovation. Esteemed figures such as architect <\/span>David Chipperfield<\/b><\/a>, Glenn D. Lowry, director of <\/span>MoMA<\/b><\/a>, digital artist <\/span>Rafael Lozano-Hemmer<\/b><\/a>, and Mari\u00ebt Westermann, director and CEO of the Solomon R. Guggenheim Museum, led discussions on the future of cultural institutions, delving into topics like sustainability in <\/span>museums<\/b><\/a>, the convergence of physical and digital experiences, and how <\/span>immersive technologies<\/b><\/a> are reshaping cultural engagement.<\/span><\/p>\n

\u00a0<\/p>\n

A key moment came with the unveiling of \u2018Art Masters: A Virtual Reality Experience,\u2019 a cutting-edge VR exhibition created by ACCIONA Living & Culture in collaboration with the Museo Nacional del Prado. This <\/span>immersive project<\/b><\/a> sparked conversations about how <\/span>virtual reality<\/b><\/a> can transform the way audiences connect with art and cultural heritage.<\/span><\/p>\n

\"\"
NEXT IN summit hosted by ACCIONA Living & Culture | all images courtesy of ACCIONA<\/a><\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

ACCIONA LIVING & CULTURE BLENDS URBANISM AND ART<\/strong><\/h2>\n

\u00a0<\/p>\n

As part of the global ACCIONA group, ACCIONA Living & Culture is a global leader in combining urbanism with cultural development to create projects that positively impact communities worldwide. Known for its ability to craft narrative-rich projects that preserve and elevate artistic heritage, <\/span>the company<\/b><\/a> partnered with the Prado Museum to design and produce \u2018Art Masters: A Virtual Reality Experience.\u2019 Supported by Chinese technology firm <\/span>TDG Holding Co<\/b><\/a>, the collaboration integrates original material from <\/span>the museum<\/b><\/a>\u2019s collection with advanced VR storytelling, under the academic curatorship of Alejandro Vergara, head of Conservation of Flemish Painting and Northern Schools at the Prado.<\/span><\/p>\n

\"\"
ACCIONA Living & Culture designed and produced the VR exhibition titled Art Masters: A Virtual Reality Experience<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

ART MASTERS: A VIRTUAL REALITY EXPERIENCE AT PRADO MUSEUM<\/strong><\/h2>\n

\u00a0<\/p>\n

With \u2018Art Masters,\u2019 Acciona Living & Culture crafted an imaginary museum space where visitors interact with seven of the Prado Museum\u2019s most emblematic works using VR technology. The exhibition offers an academic yet accessible journey through masterpieces including Las Meninas by Vel\u00e1zquez, The Garden of Earthly Delights by Bosch, Venus and Adonis by Veronese, The Sense of Sight by Rubens and Brueghel the Elder, and Witches\u2019 Sabbath by Goya. These iconic paintings are contextualized through immersive narratives that reveal hidden details and historical insights, enhancing the understanding of each work.<\/span><\/p>\n

\"\"
Virtual Reality transforms the way audiences connect with art and cultural heritage<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

The virtual experience is guided by a fictional museum security guard on his last day of work, who leads visitors through a sequence of real and imagined spaces. Participants become active agents in the journey \u2014 pushing open doors, stepping into elevators, and exploring unseen corners of the museum. The experience culminates in interactive sequences where figures from Bosch\u2019s \u2018The Garden of Earthly Delights\u2019 appear to step out of the painting, immersing viewers in a vivid, surreal realm.\u00a0<\/span><\/p>\n

\u00a0<\/p>\n

Spanning 35 minutes, the exhibition offers a unique blend of storytelling, visual engagement, and scholarly interpretation, setting a precedent for how institutions can merge technology with cultural education. After its debut in Madrid, the experience is scheduled to travel to Shanghai and Chengdu in mid-2025, further fostering international dialogue on the evolving role of cultural heritage.<\/span><\/p>\n

\"\"
the event on April 23-24, 2025, the second edition of the NEXT IN Summit<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

TOWARDS INCLUSIVE AND HYBRID MUSEUM MODELS<\/strong><\/h2>\n

\u00a0<\/p>\n

Throughout the NEXT IN summit, a shared vision emerged: museums are no longer static repositories but active spaces that respond to the needs of contemporary society. For Juan Ignacio Entrecanales, vice-chairman of ACCIONA,<\/span> this means embracing inclusivity, sustainability, and openness to the public, reshaping how cultural institutions engage with their communities. Glenn D. Lowry expanded on this idea by advocating for cultural institutions that encourage cross-pollination across cultures and disciplines, moving beyond traditional silos. Rather than focusing solely on technological advances, Mari\u00ebt Westermann argued, the future of museums will depend on their ability to speak a common language of radical inclusion, one that resonates deeply with younger generations.<\/span><\/p>\n

\u00a0<\/p>\n

These reflections resonate with ACCIONA Living & Culture\u2019s own approach, as the company champions projects that invite participation and broaden access. As David Chipperfield noted, the arts have an essential role as a bridge between past and future\u2014a notion mirrored in efforts to open up collections and spaces, such as the Prado Museum\u2019s expansion at the Cas\u00f3n del Buen Retiro, which will make previously unseen works available to the public.<\/span><\/p>\n<\/p>\n

\"\"
esteemed figures led discussions on the future of cultural institutions<\/p>\n

\"\"
Art Masters: A Virtual Reality Experience, exhibited in Shanghai and Chengdu in June and July 2025<\/p>\n

\t<\/p>\n

\n

\t\t\"acciona-next-in-summit-2025-designboom-06-fullwidth\"<\/p>\n

\n
\n

the exhibition offers an academic yet accessible journey through seven of the museum\u2019s masterpieces<\/p>\n

\n<\/div>\n<\/div><\/div>\n

\t\t<\/p>\n

project info:<\/b><\/b><\/p>\n<\/p>\n

event: <\/b>NEXT IN Summit 2025<\/span><\/p>\n

organizer: <\/b>ACCIONA Living & Culture<\/a> | <\/span>@accionacultura<\/span>
\n<\/span><\/a>exhibition: <\/b>Art Masters: A Virtual Reality Experience<\/span>
\n<\/span>collaborator: <\/b>Museo Nacional del Prado<\/a> | <\/span>@museoprado<\/span><\/a><\/p>\n

The post ACCIONA\u2019s NEXT IN summit 2025 brings prado\u2019s paintings to life with virtual reality tour<\/a> appeared first on designboom | architecture & design magazine<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

SHAPING THE FUTURE OF CULTURAL SPACES AT NEXT IN SUMMIT 2025 \u00a0 On April 23-24, 2025, at the ACCIONA Campus, the second edition of the NEXT IN Summit, hosted by ACCIONA Living & Culture, brought together global leaders in museology, architecture, and art. Inaugurated in the presence of Madrid\u2019s mayor, Jos\u00e9 Luis Mart\u00ednez Almeida, the […]<\/p>\n","protected":false},"author":1,"featured_media":1090,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[15],"tags":[],"_links":{"self":[{"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/posts\/1088"}],"collection":[{"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/comments?post=1088"}],"version-history":[{"count":3,"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/posts\/1088\/revisions"}],"predecessor-version":[{"id":1097,"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/posts\/1088\/revisions\/1097"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/media\/1090"}],"wp:attachment":[{"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/media?parent=1088"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/categories?post=1088"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.www.good-broker.com\/index.php\/wp-json\/wp\/v2\/tags?post=1088"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}