Over 600,000 recyclable balloons feature in new immersive art exhibition in Barcelona

More than 600,000 recyclable balloons are being used in a new exhibition that blends ephemeral art with interactive installations.

Balloon Story opens on Thursday, May 21, at Espai Inmersa in Barcelona.

The Catalan capital is the exhibition's first European stop after runs in cities including New York, Sydney and Melbourne.

The experience features large-scale immersive sets as part of a visual and sensory walkthrough designed for audiences of all ages.

Paula Vitores, head of marketing and public relations at Proactiv, said immersive experiences are enjoying strong demand.

"Visitors wants to be at the centre and immerse themselves in a universe different from their everyday life," she said.

Balloon Story is staged across more than 4,000 square metres, guiding visitors through a series of themed environments, including a polar landscape, an underwater world and a jungle.

All of the installations are made using balloons of different sizes and colours, assembled over more than two weeks by dozens of workers.

The project brings together more than 100 artists from multiple countries, led by creative director Jeremy Johnston.

The full experience lasts around one hour and includes interactive spaces such as a ball pit and a room filled with giant balloons.

Artificial intelligence tools have also been integrated into the exhibition, allowing visitors to generate personalised balloon characters and take souvenirs home.

Once visitors enter the walkthrough, they cannot go backwards, although there is no time limit in each room. Average ticket prices are around €20.

Growing demand for immersive experiences

Balloon Story has already attracted more than 800,000 visitors across previous editions in the United States and Australia, according to organizers.

Vitores said one reason for their popularity is public interest in experiences that allow people to "immerse themselves" in worlds that help them disconnect from everyday life, and for adults, "connect with their inner child."

She highlighted the visual nature of the project, which includes dedicated spaces for photography and direct interaction with the installations.

Vitores also pointed to the project's environmental approach, with balloons "made of natural latex."

"We work with a company that turns them into dog toys to give them a second life," she added.

No closing date has been announced.