PortAventura World and Vekoma create WeRiseUp

PortAventura World and Vekoma have reached an agreement to drive the creation of WeRiseUp, a new independent company spun off from Adventure Labs by PortAventura World. The resort’s digital innovation unit is evolving into a studio specialising in mixed reality, with the aim of scaling the technology developed and validated at PortAventura Park over recent years.

The new company operates two main business lines: one dedicated to theme parks and the other focused on cultural heritage. In theme parks, WeRiseUp partners with operators worldwide to revitalise existing attractions and extend their lifecycle, layering mixed reality on top of physical rides and areas to boost guest engagement, repeat visitation and incremental revenue. In cultural heritage, the company positions itself as the specialist partner in complementary, rather than substitutive, mixed reality for historic, cultural and leisure venues, targeting cultural heritage operators, museums, public and private institutions, and tourism operators, with the aim of enhancing the visitor experience, attracting multi-generational interest and generating new revenue streams. In both lines, a digital layer combining storytelling with cutting-edge technology powers products that range from short-format mixed reality experiences to interactive family activities using wearables, sensors and other devices.

The name WeRiseUp encapsulates the company’s three pillars: “We” expresses the collaborative dimension, while “Rise” and “Up” together evoke the act of awakening curiosity and elevating every cultural treasure, physical space and visitor to a new dimension, bringing them back to life to be experienced, not merely observed.

The structure and roadmap of the new company

PortAventura World remains as both a partner and a client of WeRiseUp. The themed resort will continue to serve as a testing ground for iterating new experiences, and the mixed reality offering remains in place with the three existing products.