Real Madrid Football Club has chosen ACCIONA Cultural Engineering to design the Real Madrid Experience (RME), which will be featured in the new Santiago Bernabéu Stadium (Madrid, Spain), once its current renovation has been completed.
RME will give Real Madrid fans, citizens and tourists an inside view of the Club, offering an immersive experience that combines culture, sports, cuisine and leisure with the latest technology.
The experience features four areas covering 16,000m2: a museum, a tour, immersive spaces and a Sky Experience.
The museum covers an area of 4,250 m2, spread over four floors. It will showcase the history of the Club (emblematic players, trophies, championship Cups, its basketball team…) and football in general. The museum will present educational content though a playful and engaging approach. ACCIONA Cultural Engineering will design this venue equipped with interactive displays and immersive projections to offer visitors a unique experience.
The tour will take visitors all around the stadium, stopping at the most emblematic areas of the arena.
The so-called “immersive spaces” will be located in various locations throughout the stadium, featuring multimedia projections and participatory games, suitable for all types of audiences and designed to highlight game technique, tactical intelligence and team effort.
The RME experience comes to an end with the Sky Experience. Visitors are taken up to the stadium’s panoramic terrace, which features the Sky Lookout, with panoramic views of the city and the Bernabéu football pitch.
RME will become a favorite for events, leisure and tourism in Madrid. In addition, the concept of “comprehensive experience” makes the Santiago Bernabéu visit stand out as one of the most compelling and innovative emblematic stadium tours worldwide.
ACCIONA Cultural Engineering is a leading international company in the design and production of museums, exhibitions, events and brand experiences, incorporating a high technological and interactive component in all its activities.
With over 30 years of experience, the group has 200 employees spread across its eight offices in six different countries: Spain, United Arab Emirates, Saudi Arabia, Qatar, Mexico and Egypt. The company is committed to the concept of “Cultural Engineering”, which involves combining the newest visual and sensory technologies with historical heritage and traditions. This has allowed the group to bring some of the world’s most ambitious cultural megaprojects to life. ACCIONA Cultural Engineering’s portfolio includes projects in 40 countries and in five continents, winning 130 awards for creativity, innovation and sustainability.
In 2021, ACCIONA Cultural Engineering has developed more than 1,480 events in countries such as Spain, Mexico, Peru and the United Arab Emirates, including the Globe Soccers Awards and projects for brands such as Xiaomi, Coca-Cola, Dior, EMAAR and Lima Airport Partners.
ACCIONA Cultural Engineering is Europe’s leading museum company. The group specializes in the exhibition experiences and the creation of interactive, educational and entertaining content, in which the public has an active role to play.
The group has developed, among other museums, the Grand Egyptian Museum, the Shindagha Museums in Dubai, the House of European History Museum in Brussels, the National Museum of Oman and the Boris Yeltsin Museum. The company has been responsible for a wide range of works across 51 pavilions for Expo 2020 in Dubai and is also executing the Qatar Olympic and Sports Museum, scheduled to open in 2022.
ACCIONA Cultural Engineering obtained the ISO 20121 certification, which guarantees that all the group’s events and processes are carried out based on sustainability criteria and that all activities are CO2 neutral.