PortAventura and Vekoma Create WeRiseUp
PortAventura World and Vekoma have agreed to establish WeRiseUp, a new independent company created from Adventure Labs by PortAventura World. The business will focus on developing mixed reality experiences for theme parks and cultural heritage venues, using technology previously developed and tested at PortAventura Park.
WeRiseUp will operate through two principal business areas covering theme parks and cultural heritage. In the theme park sector, the company will work with operators across markets to add mixed-reality elements to existing attractions and themed environments. The company said that the objective is to extend the operational life of attractions while increasing visitor engagement, repeat attendance and additional revenue opportunities.
The second area of activity will focus on cultural heritage and leisure venues. The company will provide mixed reality experiences designed to complement existing historic and cultural locations rather than replace them. The intended clients include museums, tourism operators, cultural heritage organisations and public and private institutions. The experiences are intended to enhance visitor interaction and support larger audience engagement across diverse age groups.
The company’s products will combine storytelling alongside digital technologies, ranging from short mixed-reality experiences to interactive activities using wearable devices, sensors, and related technologies.
According to the company, the name WeRiseUp reflects collaboration and the intention to enhance visitor experiences through immersive multimedia content connected to physical locations and attractions.
PortAventura World will continue to participate in the business as both a partner and a client. The resort will remain a testing location for the development and refinement of future mixed reality experiences. The three mixed reality products currently operating at PortAventura Park will also remain in place.
The management team of WeRiseUp will be led by chief executive officer Andreu Tobella. Several employees involved in the development of Adventure Labs products will join the new company. Plans for staff expansion include positions in product development, engineering, storytelling, sales, and international operations.
The company said that the partnership combines Vekoma’s experience in attraction design and manufacturing with operational knowledge developed at PortAventura World. PortAventura World also stated that the spin-off structure was created to allow the business to operate independently with a firm focus on immersive entertainment projects outside the resort.
The company’s plans include completing the spin-off process, launching the WeRiseUp brand and introducing mixed reality experiences in domestic and international markets. The business also stated that it intends to continue developing creative processes involving artificial intelligence technologies.
Adventure Labs by PortAventura World has operated since 2023 and has focused on developing digital entertainment products at the resort. During that period, the division introduced three mixed-reality experiences at PortAventura Park: Hysteria in Boothill, El Diablo Neo, and Expedición ULUM.
According to figures released by the company, the three experiences have attracted more than 150,000 visitors since their introduction. The products have also recorded an average rating of 8.1 out of 10 based on more than 2,450 verified reviews.
The creation of WeRiseUp follows the expansion of mixed reality activities developed through Adventure Labs and formalises the business as a separate company operating in the attractions and cultural heritage sectors.
