How Casa Batlló is Innovating Visitor Experiences and Cultural Business Management at One of the World’s Most Unique Heritage Sites.
Ah… Casa Batlló: a masterpiece of Catalan modernist architecture designed by Antoni Gaudí, which I recommend to every single person who comes to Barcelona to visit. To be completely honest with you, this house has already made me cry. The artistry, attention to detail, and symbolism embedded in the structure speak to Gaudí’s deep devotion to his craft. His presence resonates throughout, making it clear that he poured his soul into the design.
As a matter of context, Casa Batlló is located at number 43 on Paseo de Gracia, a street that, in the past, connected the city to Villa de Gracia, which today is a fully integrated district of the city of Barcelona. Originally built by Emilio Sala Cortés (one of Gaudí’s architecture professors), in 1903 it was purchased by Mr. Josep Batlló y Casanovas, a textile industrialist who owned several factories in Barcelona and a prominent businessman.
Mr. Josep Batlló granted full creative freedom to Gaudí. The architect completely changed the façade, redistributing the internal partitioning, expanding the light-well and converting the inside into a true work of art.
With the collaboration of cultural manager, and friend Daiki Nishikawa, and thanks to our former teacher Amilcar Vargas — responsible for World Heritage at Casa Batlló — we had the privilege of visiting Gaudí’s house in the early mornings. During these visits, we analyzed several key elements that shape their visitor experience and business model, including:
- Exhibition Design & Creative Direction;
- Technological Integration;
- Monetization Strategies;
- Collaborations with Renowned Contemporary Artists.
In this article, I will explore each of these topics to illustrate how Casa Batlló crafts an immersive journey into Gaudí’s mind, life, and work.
A Multi-Vocal Narrative: Storytelling at Casa Battló
Unlike most cultural landmarks in Barcelona, Casa Batlló’s storytelling approach is truly unique. Instead of traditional tour guides, visitors are given an audio-controller device and headphones, embarking on a journey narrated by three distinct voices: the house itself, Gaudí, and a neutral guide who provides historical context and helps visitors navigate both the space and the audio experience.
This audioguide is inclusive and accessible, with translations available in 15 languages to cater to a wide range of visitors. As you move through the house, numbered signs indicate points of interest. By selecting the corresponding number on the device, you unlock a story about that specific corner, piece of furniture, or design element. Thoughtful user experience principles are applied here, including a soft bell at the end of each audio snippet, signalling that it’s time to move on to the next part of the house.
During one visit, we tried an enhanced headset equipped with sensors that automatically played audio based on our location, removing the need for manual controls. This created a magical and effortless experience, as the voices seemed to speak to us spontaneously. However, it wasn’t without its flaws. The lack of control over playback sometimes led to missed sections if we were distracted, and figuring out where to reactivate the audio could be frustrating. Additionally, occasional glitches disrupted the immersion, creating friction instead of delight.
In the storytelling, the house takes on the role of a nostalgic and warm presence, sharing stories about the Batlló family and the dynamics of their daily lives. It weaves memories that allow visitors to understand the historical context and how the family used the space in their everyday routines.
Gaudí, on the other hand, shares his thoughts, feelings, beliefs, and challenges. His voice — a deep, rough timbre that reflects both his personality and physical presence — feels authentic and grounding.
One of the most fascinating aspects of the storytelling and curation is the way it connects iconic items in the house to entries from Gaudí’s personal diary. This creates a direct link between the creation and the creator, offering visitors a glimpse into how deeply Gaudí’s beliefs, faith, and vision were embedded in his work. His conviction was so powerful that he could inspire engineers and builders to achieve what was initially deemed impossible.
XAV Analysis – This multi-vocal experience personalizes the visit to the exhibition and allows visitors to connect with the house and its creator on a deeper level. The first-person approach, paired with a skilled voice actor portraying Gaudí as if he were speaking directly to you, adds an intimate layer that enhances immersion and connection with Casa Batlló’s creator.
The house itself is given a soothing female voice, infusing the experience with a welcoming energy. This voice resonates deeply with a nurturing, yin-like feminine essence — open, protective, and inviting — just as an ideal home should make one feel.
Expanded Reality Technology at the Service of Culture
Expanded Reality (XR) is an umbrella term that encompasses all immersive technologies that blend the physical and digital worlds. It includes:
- Virtual Reality (VR): Fully immersive experiences where users enter a completely virtual environment using devices like VR headsets.
- Augmented Reality (AR): Real-world environments enhanced with digital overlays, viewed through smartphones, tablets, or AR glasses.
- Mixed Reality (MR): A hybrid experience where physical and digital objects interact in real-time, requiring advanced devices like HoloLens.
XR as a field began to take shape in the 1960s with the development of foundational technologies like Ivan Sutherland’s “Sword of Damocles”, the first head-mounted display for VR, and the evolution of AR in the 1990s through research at institutions like MIT’s Media Lab. XR has rapidly advanced over the past two decades with the rise of more powerful computing, AI, and mobile technology.
Casa Batlló has embraced the cutting-edge world of Expanded Reality (XR) to design their exhibition and create a uniquely immersive experience for its visitors. Upon entering, guests are handed augmented reality tablets that act as a portal. Through the tablet’s camera, they can visualize how the house looked during its prime time and discover Gaudí’s creative universe, immersing them in the inspiration that the genius found in nature. This seamless integration of AR transforms a traditional tour into a living, breathing history lesson, making the house’s rich legacy palpable.
Magical pictures on the walls, seemingly static, spring to life as visitors approach, triggered by micro motion sensors discreetly embedded in their frames. These sensors activate cinematic recreations of the family’s past and the house’s rich history. Throughout the house, additional hidden sensors activate an array of multimedia displays. Mirrors transform into screens, revealing videos that showcase the everyday life of the Batlló family. Projectors cast letters onto walls and ceilings, animating them as if drawn from a “Harry Potter” movie scene, creating a captivating, enchanting effect for visitors of all ages. These innovative elements not only highlight the house’s artistic and historical significance but also inspire playful interaction, leaving visitors with a deeply engaging and unforgettable experience.
XAV Analysis – Through this fusion of art, architecture, and technology, Casa Batlló transcends its role as a historic landmark, becoming a dynamic space where past and present intertwine. This innovative approach allows visitors to appreciate Gaudí’s genius from a fresh perspective, deepening their connection to the architect himself and to his iconic creation.
A Feast for the Senses
For those who follow my project LEFREAK!, you might have come across my article “The Elements of a Truly Immersive Experience”. If not, let me briefly share the gist: a truly immersive experience is NOT just walking into a room full of projectors or simply putting on a VR headset. I consider those to be poor examples of immersion.
A truly immersive experience is built on a combination of:
- Interactivity & Participation: It mirrors real-life freedom, allowing users to actively engage and shape their experience (after all, in the real world, you have the freedom to choose your actions, don’t you?).
- Storytelling: It provides emotional depth and context, making the experience meaningful and memorable.
- Full Sensorial Stimulation: Engaging multiple senses creates a richer, more layered experience that feels real and immediate (visuals are essential, but they’re not the whole picture!)
- Well-Designed Theming: Cohesive theming ties every element together, creating a seamless, believable world.
XAV Analysis – By combining these elements, we take a holistic approach to crafting a journey, leaving no gaps in the experience, and achieving high levels of immersion. If you would like to see some examples, I highly encourage you to explore LEFREAK! content and their research.
With that in mind, what amazed me most about Casa Batlló is how well it meets many of these criteria. It goes beyond just the visual, stimulating all five senses — or even a sixth if we count our sense of direction and space! For example, upstairs in the house, the laundry room doesn’t just feature a hologram of a woman ironing clothes; the corridor and room are imbued with the scent of freshly washed linens. Meanwhile, the dragon’s belly room resonates with a heartbeat sound, and the terrace comes alive with the sounds of a dragon’s wings that immerse visitors in Gaudí’s whimsical world. A carefully curated soundtrack created by the composer Dani Howard and performed by members of the Berlin Philharmonic, Berlin Radio Symphony Orchestra and Deutsche Oper Berlin, conducted by Pablo Urbina ties it all together, elevating the multi-sensory experience to new heights.
Collaboration for Innovation
Casa Battló’s commitment to innovation extends to its collaborations. Renowned architect Kengo Kuma reimagined Gaudí’s design for the exit staircase, illuminated by Mario Nanni, while new media artist Refik Anadol created the world’s largest digital library dedicated to Gaudí. Through extensive research and the use of Artificial Intelligence, Casa Batlló has amassed millions of data points, files, photos, videos, plans, writings, drawings, 3D models, and original manuscripts by the architect, forming the most comprehensive digital repository on Gaudí to date. These visionary partnerships redefine the visitor experience, positioning Casa Batlló as a leader in cultural innovation. By blending heritage with contemporary creativity, the house remains relevant while celebrating its historic essence.
Monetization Strategies
Casa Batlló employs a variety of monetization strategies across its rooms and terraces, enhancing visitor engagement while driving revenue. Guests can select from tiered ticket options, such as the General Ticket starting at €29 (as of December 2024), to exclusive experiences like Night Visits featuring special lighting and projections, Morning Visits with limited crowds, or even the ‘Gaudí and the Hidden Treasure’’ escape room game. The rooftop terrace bar offers a scenic spot for refreshments, while professional cameras installed by the dragon’s belly room allow visitors to purchase memorable photos taken on the house’s iconic balcony with its unique façade.
XAV Analysis — These diverse selling points not only enhance the overall visitor experience during their tour but also demonstrate how Casa Batlló effectively explores multiple sales formats, aiming to maximize the Average Ticket Size per visit.
If that wasn’t enough, their 360° LED room, “THE CUBE”, is the stage of several high-tech immersive experiences such as this one from The Chemical Brothers, a collaboration with SONAR, renowned advanced music and multimedia arts festival. Tickets for these experiences are often sold separately from house tours, ensuring repeat visits, particularly from locals. As a returning visitor myself — having visited Casa Batlló three times — I can attest to the ongoing appeal of “THE CUBE.”
Further enriching its revenue streams, Casa Batlló’s on-site store, Simbolic, features exclusive merchandise crafted by local artisans and designers, inspired by Gaudí’s vision. With direct street access and interiors designed by Lázaro Rosa-Violán, Simbolic offers a curated selection of items, from home décor to toys for children. One of my most interesting findings was an illustrated depiction of Casa Batlló’s façade in braille, a tactile system enabling blind visitors to experience its beauty through touch.
Striking the Balance Between Commerce and Culture
While Casa Batlló’s diverse monetization strategies undoubtedly contribute to its sustainability and ongoing innovation, there is a fine balance to strike between commercial interests and the integrity of the cultural experience. The introduction of tiered ticketing options, exclusive experiences, and premium offerings might enhance the appeal for a wider range of visitors, especially those seeking unique or luxury experiences. However, these commercial elements could potentially detract from the authenticity and focus of the cultural experience if not carefully integrated.
For example, while high-tech immersive displays and gamified experiences add layers of engagement, there is a risk that such attractions might overshadow the site’s inherent architectural and historical significance. Visitors may become more focused on the entertainment value of the technology or the novelty of exclusive experiences, rather than on the deeper cultural and artistic values of Gaudí’s work.
Additionally, the presence of high-end merchandise and premium offerings, while providing financial support for the institution, could risk commercializing the experience to a point where the sacredness of the heritage is compromised. Ultimately, the challenge lies in ensuring that these strategies do not dilute the educational and cultural depth of Casa Batlló, but rather enhance it in a way that remains true to its essence, fostering both visitor engagement and cultural appreciation.
My take
As a curator and experience designer integrating technology, gamification, and storytelling into cultural exhibitions, I see Casa Batlló as a benchmark in the field. Its intricate blend of heritage and innovation sets a gold standard for cultural institutions, curators and exhibition designers worldwide. The attention to storytelling, use of XR technologies, and multi-sensory design create an emotionally resonant experience that engages visitors on every level.
Casa Batlló’s design particularly appeals to future generations, especially digital natives like Gen Z. The fusion of heritage with advanced technology meets their demand for interactive, immersive, and personalized experiences. Features like augmented reality, motion-sensor displays, and gamified elements such as escape rooms transform the house from a static historical site into an active, participatory narrative space.
Casa Batlló’s approach highlights the importance of collaboration — partnering with both international and local artists, technologists, and designers to keep historical spaces vibrant and relevant. These collaborations not only elevate contemporary artists by integrating their work into the exhibition but also provide a platform for local artisans to showcase and sell their creations. This approach allows local craftspeople to be recognized and celebrated, while simultaneously enriching the cultural experience for visitors.
For me, Casa Batlló is an inspiring example of how cultural institutions can evolve. By embracing innovation, it bridges the gap between past and present, ensuring Gaudí’s legacy remains accessible and relevant to future generations. This forward-thinking approach ensures heritage sites like Casa Batlló stay relevant, cherished, and connected with an ever-evolving audience.
Curious about how I blend cutting-edge technology with immersive storytelling to create my exhibitions? Visit my webpage to learn more about my work and how I help organizations and artists innovate and engage audiences in new ways. Feel free to reach out — I’d love to collaborate with you!
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