Mixed Reality · Heritage Sites & Theme Parks · Built to Rise Up

We augment your cultural treasures or theme park with unforgettable experiences.

Mixed Reality storytelling for the world's cultural treasures and theme parks — already experienced by 150,000+ guests at PortAventura World, and ready to scale to every continent.

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Step inside
150k+
Customers have experienced our Mixed Reality experiences
3
Commercial products
redefining the industry
Stars valoration reflecting
our commitment to excellence
1,000s
Cultural sites and theme parks waiting

Who we serve

Two audiences.
One capability.

We build Mixed Reality experiences for heritage institutions ready for a new generation of visitors and theme parks ready to refresh, differentiate and reignite their IP.

Lane 01 · Culture

Cultural &
Heritage Sites

Museums, monuments, amphitheaters and archaeological sites. We turn admiration into immersion — without ever competing with the place itself.

  • Free-roam MR experiences deployed inside the site, alongside real visitors.
  • Narrative-first — historians and storytellers before a single line of code.
  • Operated by us — installation, on-going operations, staff training, ongoing content updates.
Ideal for Museums · Ruins · Monuments
Lane 02 · Theme Parks

Theme Parks
& Attractions

Operators looking to refresh aging IP, differentiate from competitors and unlock new revenue from existing assets — with proven results at scale.

  • Free-roam experiences like Hysteria and Ulum — plug-and-play attractions.
  • Coaster retrofits like El Diablo Neo — give existing rides a second life with MR overlay.
  • Proven at PortAventura — 150,000+ guests, 8.1 average rating, three live products.
Ideal for Parks · Coasters · Attractions

About Us

A company built to bring places back to life.

We are a Barcelona-based Mixed Reality company obsessed with one idea: the locations people travel to — cultural treasures and theme parks alike — deserve more than admiration. They deserve to be lived.

WeRiseUp is the result of a new and exciting alliance: PortAventura World, one of the largest theme park resorts in Europe, and Vekoma, one of the world's leading designers and manufacturers of rides and attractions, joining forces to create an independent studio purpose-built for the next era of immersive entertainment. By uniting decades of operational expertise in hosting millions of guests with world-class engineering capability in building the rides those guests come for, the two founders are empowering WeRiseUp to lead a new digital revolution — one where mixed reality transforms how people experience the places they travel to.

The seed was planted in 2023, when PortAventura World launched Adventure Labs — an in-house innovation unit tasked with turning mixed reality from a buzzword into something guests actually wanted to come back for.

In 2026, PortAventura World and Vekoma have spun Adventure Labs out into an independent company. The mandate evolved from one park to the world: bring mixed reality to theme park operators and cultural heritage venues globally, backed by two of the most respected names in the industry. PortAventura World continues as both a strategic partner and a client, serving as the testing ground where every new experience is iterated and validated before scaling. Vekoma brings the engineering reach and global network that only decades of building the world's attractions can provide.

The name captures what this alliance is really about. "We" for the partners, institutions and audiences we build with — collaboration is in our DNA from day one. "Rise" and "Up" for what we do to every space we touch: awakening curiosity, elevating cultural treasures, and bringing physical places back to life to be lived, not merely observed.

Founded by
PortAventura World — Made to Remember, and Vekoma

Storytelling first

Historians, novelists and game designers — before a single line of code.

Built for scale

A proprietary MR stack — free-roam experiences and coaster retrofits — ready for global rollout.

On-site, always

We enhance the place — we never replace it. MR that complements, never distracts.

Live Now

Two product lines.
One platform.

Three live products at PortAventura World, organized into two scalable product lines: free-roam Mixed Reality experiences for any walkable venue, and coaster retrofits that give existing rides a second life. 10 to 12 minutes. Shared with your family. Impossible to forget.

LINE 01 Heritage · Parks

Free-Roam Experiences

Walk-through Mixed Reality, deployed inside any venue — heritage sites, museums or theme parks.

Hysteria in Boothill
H
PortAventura · 2023
Paranormal · Horror
Hysteriain Boothill

Confront the spirits of the McGregor family in a chilling paranormal séance through a haunted house. Escape — alive.

100K+Visitors
8.1Score
12+Audience
Expedición Ulum
U
Latest · 2025
Family · Discovery
UlumExpedition

Dive into a hidden Jurassic cenote in Yucatán. A family underwater adventure with an unforgettable plot twist.

8.3Score
Ages 8+Audience
2025Launch
LINE 02 Parks

Coaster Retrofits

Give an existing roller coaster a second life with a Mixed Reality overlay.

El Diablo Neo
D
World's first MR coaster
Coaster · Adventure
El DiabloNeo

Board a cursed mining train through the mountains of Guanajuato. The world's first mixed reality roller coaster experience — a full retrofit of an existing ride.

50K+Visitors
8.2Score
All agesAudience
As seen in

Featured across mainstream, specialist and industry press.

300+ Press impacts
100% Positive sentiment
+10m Combined audience reach

Global Ambition

Built to Rise Up every location worth visiting.

From amphitheaters to ancient ruins, from coasters to family attractions — our platform is designed to bring immersive storytelling to every corner of the globe. Two scalable lanes. One playbook.

  • Ancient Ruins & Monuments Colosseum, Machu Picchu, Angkor Wat — every wonder becomes a portal to its past.
  • Museums & Heritage Institutions From the Louvre to the Prado — static collections reborn as immersive narratives that visitors feel, not just observe.
  • Amphitheaters & Performance Venues Open-air cultural landmarks transformed into living, breathing historical stages.
  • Theme Parks & Attractions Proven at PortAventura — free-roam experiences ready to scale across every continent.
  • Coasters Ready for a Second Life Aging or under-performing rides transformed with Mixed Reality — without rebuilding the track. Proven with El Diablo Neo.

Pricing Model

Become a selected partner.
Launch your experience in months, not years.

We are actively seeking visionary partners — cultural institutions, heritage sites, theme parks and attraction operators — to co-create the next generation of Mixed Reality experiences. Free-roam build or coaster retrofit, the partnership model is the same. A limited number of selected partnerships are available in 2026.

Selected Partner · Limited 2026
Your investment
€0 upfront
Revenue share model — we invest with you.
  • Zero upfront investment No licensing fee, no setup cost. We deploy the experience at our expense.
  • Live in 3–6 months From signed agreement to opening day — operational speed is part of the promise.
  • Full-stack production Storytelling, CGI, spatial audio, hardware, on-site installation and staff training included.
  • Shared success model We share revenue from paid visitor experiences. Our incentive is the same as yours.
Apply as selected partner

Selection reviewed quarterly. Limited to 6 partners in 2026.

01

Who we partner with

Cultural sites, museums, heritage institutions, amphitheaters, theme parks and coaster operators ready to lead their category — with the appetite to move first.

02

What we bring

A proven MR stack across two product lines — free-roam experiences and coaster retrofits — with three commercial successes and 150,000+ guests already moved. You bring the place, we bring the world.

03

How we launch

On-site survey, narrative design, prototype, installation, opening. Four milestones, one accountable team, transparent timeline. Coaster retrofits typically launch in 3–4 months — the fastest path to a hero attraction.

Our philosophy

"To inspire all generations to discover the world's stories — transforming every cultural treasure and every place of wonder into an unforgettable immersive experience."

The We Rise Up Manifesto

Bring your place
back to life.

We partner with cultural institutions, theme parks and attraction operators to design Mixed Reality experiences that become unforgettable — and profitable. Free-roam build, coaster retrofit, or something new. One conversation is all it takes to begin.

Get in touch