The challenge: Bringing together a rich medieval past with 21st-century tourism
Aranda de Duero Town Council
A local authority promoting sustainability, digitalisation and the revitalisation of culture and heritage in the capital of the Ribera del Duero.
The solution: An immersive museum space featuring eight interactive technologies
We have developed a comprehensive, immersive ecosystem comprising eight technological applications designed to offer a detailed and intimate journey through time. Through an interactive model enhanced with tablets, immersive projections and 3D holographic recreations, visitors can explore everything from the historic architecture of 1503 to traditional and modern methods of wine production.
The space also features interactive video walls with motion sensors, gamification elements and voiceovers performed by real actors and recorded in authentic settings, ensuring realism, accessibility and fun-filled learning.
Technological applications integrated into a single interactive and immersive space
Accessible to all audiences, with multisensory narratives and dramatised voice-overs
- Direct comparison of the town layout from 1503 with the modern-day town using specialised tablets
- Three-dimensional visualisation of the stages involved in winemaking, from traditional grape harvesting to modern techniques
- An immersive audiovisual experience that transports visitors into the historic underground cellars
- Fun quizzes with questions and answers, and an interactive photo booth with themed backgrounds for social media.
Key findings
The immersive experience has significantly revitalised Aranda de Duero’s tourism offering, positioning it as a benchmark for technological innovation applied to historical and wine-related heritage. By enabling visitors to visualise the town’s urban development and explore the underground wine cellars through augmented reality and holograms, it has succeeded in increasing the average length of stay and the level of emotional connection tourists feel towards the destination.
Furthermore, the incorporation of participatory activities such as gamification and digital photo booths not only enhances satisfaction amongst different audience groups, but also boosts the city’s organic visibility. A project funded by the EU through the NextGenerationEU funds, combining sustainability, rigorous outreach and cutting-edge technology.
