'Instagrammable' sites gain ground in Barcelona's cultural offering

Over the last two years, immersive and visual experiences have been gaining ground in the cultural offering of Barcelona.

Focused on different themes, they stand out from the most traditional formats by offering an aesthetically attractive proposal that seeks interaction from visitors, who are mainly international and families.

"Some people treat the term 'instagrammable' as something derogatory but I think it's quite the opposite," says Laura Noya from Paradox Museum to ACN.

Ikono, White Rabbit, House of Candy, and the Paradox Museum are just some examples of such gallery and exhibition spaces that have opened up in the Catalan capital in recent years.

While some adopt the description of 'museums', others define themselves as "experiences" that combine art, play, and entertainment.

They are popularly known as 'instagrammable installations' due to their direct relationship with visual language and photo opportunities for social media.

Ikono have a dozen interactive and visual rooms on offer, including "a ball pool, light painting, arcade machines," as explained by Helena Sierra, manager of Ikono.

Laura Noya, a worker at the Paradox Museum, points out that her museum is focused on illusions. "There is a science behind it, and what we do is bring it closer to people through understandable explanations for the whole family, with simple and direct language."

As for the White Rabbit project, it was born from Enric Vives' desire to explain what the "particularities" of the Catalans are.

"It takes about an hour and we could say that it is a mix of disciplines where you can find projection rooms, virtual reality or structures and creations made by local artists," he explains.

As for the topics, these range from the tradition of castells human towers to the correfoc fire running, as well as the legend of Sant Jordi or the history of the 'Fura dels Baus'.

The creators of this experience are also behind House of Candy, opened just a month ago, which is centeres on the world of sweets. "Pure entertainment," Vives acknowledges.

Technology is part of all of the experiences, either through the devices in the exhibitions themselves, or those that the visitor has in their hands.