Nazca Capital Invests in Immersive Culture Firm MAD

Nazca Capital has secured a majority stake in Madrid Artes Digitales (MAD), a prominent creator of large-scale immersive cultural experiences. This strategic investment, made through Nazca's Opportunities fund, marks the firm's fourth deployment from the strategy and signals strong confidence in the rapidly expanding experiential entertainment sector. Existing shareholders, including Stardust International and Inmersivas Digitales, will retain significant minority positions, underscoring a collaborative path forward.

MAD has carved a niche by blending historical narratives with cutting-edge digital technologies, including 360-degree projection mapping, VR, AR, and holographic content. The company's portfolio boasts successful productions such as 'Tutankhamun: The Immersive Exhibition' and 'The Last Days of Pompeii,' which have collectively drawn over five million attendees globally and garnered prestigious industry accolades. This success highlights a growing consumer appetite for engaging, educational, and emotionally resonant cultural encounters, a trend that has seen the global immersive experience market projected to reach tens of billions of dollars in the coming years.

The partnership is poised to fuel MAD's ambitious growth agenda. Key objectives include accelerating the development of new proprietary productions, expanding its international licensing network, and strategically establishing additional permanent venues. This expansion will be supported by Nazca Capital's financial backing and operational expertise, aiming to enhance MAD's business development capabilities while preserving its creative independence and high production standards. The company is currently preparing for the September 2026 debut of its most ambitious project to date, 'The Odyssey: The Immersive Journey,' in Madrid.

Jelle de Jong, CEO of MAD, expressed enthusiasm for the new chapter, stating, "The public increasingly seeks immersive experiences that foster a deeper connection with culture and history." He acknowledged the foundational support from initial shareholders and highlighted Nazca Capital's clear understanding of the sector and shared vision for impactful storytelling. Marcos Cámara Martín, co-founder of MAD and head of Inmersivas Digitales, added that the company was founded to translate theatrical production expertise into a novel format, a concept validated by global audience reception.

MAD operates a flagship venue at Matadero Madrid, serving as both an exhibition space and an innovation hub. This model allows for the development and refinement of new productions before international rollout. The company's international reach is facilitated by a lean, asset-light licensing model, with productions staged in over 20 locations across 10 countries. This approach has proven effective in extending the lifecycle of each show and penetrating diverse global markets, exemplified by 'Tutankhamun' being featured at the Grand Egyptian Museum in Giza.

Nazca Capital's investment in MAD aligns with a broader trend of private equity firms targeting companies that leverage technology to redefine traditional sectors like entertainment and culture. The firm's track record in supporting Spanish companies with international growth ambitions, particularly within the audiovisual and entertainment spheres, makes it a strategic partner for MAD's next phase of expansion. The collaboration is expected to solidify MAD's position as a global leader in immersive cultural entertainment.