CULTURE in any nation, as is widely acknowledged. “It is the foundation of social and economic progress, an end in itself that we must pro-tect together with our tangible and intangible heritage,” López-Galiacho added. The company believes that access to culture is a right that begins with the creation of a participatory environ-ment that allows everyone to enrich their experience by acquiring knowledge, responding emotionally, challenging assumptions, enhancing their communication skills and nurturing their curi-osity to discover more. 2,000 proJects LATeR The first great story that ACCIONA Cultura tells is its own. It all began in the event-packed city of Seville in 1992, where the com-pany was created with the mission to showcase Spanish cul-tural heritage in several national pavilions and organize large-scale events at the Universal Exhibition. Since then, the plot has become more interesting with each season. Its team expanded significantly to form a kind of mini-UN with a total of nine offices and more than 250 employees of 26 nationalities. This diverse group of individuals brings a wide range of creative perspectives to the table, all united by a common goal. Since then it has launched more than 2,000 projects in 44 coun-tries spanning five continents. These include nine global expos, renowned national museums such as those in Qatar, Oman and Zayed in the United Arab Emirates, flagship projects such as the Real Madrid Experience and memorable events ranging from a Champions League final to the commemoration of the bicente-nary of the Prado Museum. Over all the chapters of its existence, it has earned around 200 awards for its projects, design and inno-vation, plus numerous accolades for best events agency. curiosiTy AND WONDER As an anthology book about this journey explains, the team does not create just any museum —“but a cultural milestone, a catalyst for growth, that inspires positive changes in visitors”—, or any event —“but one that leaves a deep impact on people, not on the planet”—or any experience—“just one that transcends the ordi-nary, pushes boundaries, and explores new perspectives on curi-osity and wonder through storytelling and technology.” Our shared culture needs to be disseminated. The bonfire that illuminated those early stories has been transformed into 3D ani-mation accompanied by ad hoc symphonic soundtracks, recrea-tions of historical voices and extended realities. Through artificial intelligence, video mapping and 4K projections, well-known artists such as Frida Kahlo come alive on floors, ceilings and walls which serve as digital canvases, successfully achieving the long-standing dream of integrating the viewer into the artwork. The company aims to make culture more accessible and appealing by transforming the way it is consumed. Visitors not only see and observe, but also listen, touch and perceive, and through this active engagement, they truly live and internalize the message. If making technology, the new fire, serve people rather than the other way round is one of the foremost challenges of the future, ACCIONA Cultura has naturally stepped up to the chal-lenge with a new model. “We use advanced technologies to go further and connect with a more diverse audience,” says López-Galiacho. It allows us to better tell those stories connected to emotions and therefore to tap into human sensitivity”. To be con-tinued. The company explained 200 PRIZES AWARDED TO OUR PROJECTS, DESIGN, INNOVATION AND FOR THE BEST EVENTS AGENCY The company explained Our team: We are people creating museums and experiences for people. To establish a cohesive and meaningful connection, all angles must be considered. Our purpose: Preserving historical and cultural heritage by fusing tradition with innovation. Generating new material and immaterial wealth, in a sustainable way. Our values: We are the ambassadors of ACCIONA’s regenerative mission. From choosing a location to incorporating the latest technology, everything aligns with sustainable development and the transition to a low carbon economy. Our approach: Each project has its own dedicated multidisciplinary team and combines several areas of expertise such as exhibition and set design, creative conceptualization, content development, audiovisual and interactive production, and museography. We carefully plan every detail and we listen, providing people with a platform where they can share their untold stories. Our world map: Since our humble beginnings in Spain, our business has branched out and now has offices in the United Arab Emirates, Qatar, Mexico, the United States and Saudi Arabia. We aim to expand into the important North American market and into new sectors such as luxury interior design.