PortAventura World and Vekoma have created WeRiseUp to scale mixed reality products for attractions and cultural venues.
WeRiseUp mixed reality studio has launched through an agreement between PortAventura World and Vekoma. The new independent company, announced on 13 May 2026, has spun out of Adventure Labs by PortAventura World and will develop mixed reality experiences for theme parks and cultural heritage venues.
The move gives PortAventura World a route to commercialise technology already tested inside PortAventura Park. It also brings Vekoma into a business that combines physical attraction systems with a digital storytelling layer. Vekoma lists the WeRiseUp announcement among its latest company news.
The WeRiseUp mixed reality studio will work across two main business lines. The first targets theme parks that want to refresh existing rides, lands or walk-through spaces. The second focuses on museums, heritage sites, cultural venues, leisure destinations and tourism operators.
In theme parks, the company aims to extend attraction life cycles through mixed reality overlays. These products may use wearables, sensors and other devices. The format keeps the physical ride or venue in place.
In cultural heritage, WeRiseUp positions its offer as complementary. It does not replace the original site experience. The aim is to add interpretation, narrative and interactivity for mixed-age visitor groups.
PortAventura World will remain both a partner and a client. The resort will also continue as a test site for new formats. Its three existing mixed reality products will stay in operation.
Those products include Hysteria in Boothill, El Diablo Neo and Expedición ULUM. PortAventura World introduced Hysteria in Boothill as a mixed reality experience at PortAventura Park in 2024. El Diablo Neo followed in 2025 as a mixed reality version of the park’s mine train ride. Expedición ULUM was later presented as a family XR experience.
The company says those three products have engaged more than 150,000 visitors. It also reports an average rating of 8.1 out of ten from more than 2,450 verified reviews. These figures come from the supplied company announcement.
Andreu Tobella will lead the company as CEO. The management team will include staff who developed Adventure Labs’ current products. The hiring plan covers product, engineering, storytelling, sales and international operations.
Andreu Tobella, CEO of WeRiseUp, said: ‘Joining forces with Vekoma was a natural decision. They are world leaders in the design and manufacturing of attractions, and they share our vision of creating transformative experiences.’
He added: ‘PortAventura World has firmly believed that this division had enormous growth potential beyond our resort, and that is precisely why we have promoted its spin-off: to give it the autonomy, focus and ambition needed to lead a new chapter in immersive entertainment worldwide.’
The roadmap includes the completion of the spin-off structure and the public brand launch. WeRiseUp also plans local and international rollouts. The company will use artificial intelligence to develop its creative processes.
Image: PortAventura
