MADRID, 23 July 2026 – Madrid Artes Digitales (“MAD”), a global leader at the intersection of culture, history and cutting-edge technology, and its shareholders Inmersivas Digitales 2025, Layers of Reality and Stardust International today announced that Nazca Capital, through its Nazca Opportunities strategy, has completed its fourth investment with the acquisition of a majority stake in MAD. Stardust International and Inmersivas Digitales will remain significant minority shareholders, MAD’s existing management team will continue to lead the business, and Layers of Reality will continue to collaborate with MAD as an international licensing partner. Terms of the transaction were not disclosed.
Founded in 2021, MAD creates, produces and distributes large-scale immersive cultural experiences that combine 360-degree projection mapping, virtual reality (VR), location-based virtual reality (LBVR), augmented reality (AR), holographic content, scenic installations and interactive digital technologies. Its proprietary productions—Tutankhamun: The Immersive Exhibition, The Last Days of Pompeii, The Legend of the Titanic and Cleopatra: The Immersive Exhibition—have sold more than five million tickets worldwide and received multiple Telly and Eventex Awards, as well as National Geographic Spain’s Best Historical Exhibition Award.
MAD’s flagship venue at Nave 16 in Matadero Madrid serves as both a permanent exhibition space and a profitable innovation lab where the Company develops, tests and refines new productions before scaling them internationally. Working with artists, historians, curators and leading technology partners, MAD combines rigorous cultural storytelling with advanced digital production to create accessible, emotionally engaging experiences for broad audiences.
MAD’s productions have been presented across more than 20 locations in 10 countries across Europe, Latin America, Asia and Africa. The Company works with a network of leading local promoters and venue operators, enabling it to extend the life of each production and scale internationally through an asset-light licensing model. Tutankhamun was also selected by the
Grand Egyptian Museum in Giza to commemorate the centenary of the discovery of the pharaoh’s tomb.
In September 2026, MAD will premiere La Odisea (The Odyssey: The Immersive Journey) at Matadero Madrid. The Company’s latest and most ambitious production to date will bring Homer’s epic to life through immersive storytelling and cutting-edge technology.
Nazca will support MAD in accelerating the development of new proprietary productions, expanding its international licensing network and selectively adding new permanent venues. The partnership will also reinforce the Company’s organisation and commercial capabilities while preserving the creative independence and quality standards that have underpinned its success.
Jelle de Jong, CEO of MAD, said: “After an extraordinary five-year journey with our founding shareholders and the exceptional team we have built, we could not be more excited about MAD’s future. Audiences are increasingly seeking immersive experiences that create deeper connections with culture and history. I would like to thank Layers of Reality, and especially Jordi Sellas, for their creativity, support and partnership in building MAD. This is not a farewell: Layers will continue to present MAD’s productions at its venues, and I am confident that we will find new ways to collaborate in the future. Nazca has demonstrated a deep understanding of our sector and shares our ambition to tell powerful stories through unforgettable experiences. I look forward to entering this next phase with their team.”
Marcos Cámara Martín, co-founder of MAD and representative of Inmersivas Digitales, said: “We created MAD to bring our experience in theatrical production into a new format, combining epic storytelling, technology and cultural content. The response from audiences around the world demonstrates the strength of that proposition. Nazca has a strong track record of supporting leading Spanish audiovisual and entertainment companies with international ambitions, and we believe it is the right partner to help MAD fulfil its potential.”
Monica Strotmann, CEO of Stardust International, commented: “We are proud to have co-founded MAD and to have supported its growth over the past five years. Stardust will continue to contribute its touring, international licensing and branding expertise as MAD expands its portfolio of proprietary productions worldwide. Our decision to remain a shareholder reflects our confidence in Jelle, Nazca and the long-term prospects of both MAD and the immersive entertainment market.”
Ignacio Portela, Managing Partner of Nazca Capital, said: “MAD is a unique platform that combines proprietary intellectual property, an award-winning creative team, a flagship venue that functions as a profitable innovation lab and a highly scalable international licensing model. The Company has demonstrated an exceptional ability to transform history and culture into accessible, emotionally compelling experiences for audiences worldwide. We are delighted to partner with Jelle, the management team and the continuing shareholders to accelerate MAD’s international expansion and develop the next generation of productions.”
Lisbeth R. Barron and the team at Barron International Group, LLC acted as exclusive financial and strategic adviser to MAD. Deloitte Legal acted as legal adviser to MAD. Nazca was advised by Mesana Corporate on financial matters and Pérez-Llorca on legal matters. Roland Berger advised on commercial due diligence and Grant Thornton on the other due diligence workstreams.