The old IMAX cinema in Port Vell reopens its doors in Barcelona, but, now, converted into a new center for large-format cultural and interactive experiences. The building was built in 1995 by architects Enric Soria and Jordi Garcés and is a symbol of the coastal transformation of the post-Olympic city. This season, it begins a new life thanks to the concession granted by the Port of Barcelona until 2029 to the company AC House Barcelona, under the management of Stoneweg Culture.
The first protagonist of this new stage is Andrés Iniesta, a key figure in Barcelona's history since his arrival at La Masia at the age of 12. The exhibition Iniesta Experience: El Juego Interior, co-produced by Stoneweg Culture and NSN (Never Say Never) (the company co-founded by the former footballer himself), proposes an immersive journey through his personal and sporting career.
The official presentation event was attended by Andrés Iniesta, current coach of Fūjin FC in Dubai; Jaume Sabater, co-founder and CEO of Stoneweg; and Joel Borràs, founder and CEO of NSN. "This journey is an exhibition to relive many moments along the way, both in football and personally. Without any intention of being an example of anything, it's nice to share my career and what my life has been," Andrés Iniesta stated during the press conference.
The reconversion of the 3D cinema into an interactive hall
After its closure in 2014 and remaining unused for almost a decade, the building temporarily reopened in 2023 as an interpretation center for the America's Cup (America's Cup Experience), a project that already had the support of Stoneweg and in which nearly seven million euros were invested.
The cultural division of the investment group, which is responsible for the revitalization of Palau Martorell, Sala Parés, or the future Carmen Thyssen Museum in the old Cinema Comèdia, is committed to maintaining the activity of the space until its definitive transformation.
Jaume Sabater, CEO of Stoneweg, highlighted what recovering this structure means for the city: "The building was an icon of post-Olympic Barcelona. After many comings and goings, inaugurating this space today with Andrés is an absolute pleasure. It is an emblematic place that reopens to the public through cultural projects of this magnitude."
"The experience from the point of view of a Barça fan is extremely emotional" (Jaume Sabater)
We asked Sabater, a great football enthusiast and, above all, of FCB, how he sees the experience from a Culer's point of view. He confirmed his passion for the club and highlighted the emotional value of working side by side with the man from La Mancha: «The experience from a Culer's point of view is extremely emotional. I have had the privilege of being able to do it with Andrés and to relive moments that, as a fan, I enjoyed from the stands. Being able to share it directly with him makes it even more special,» explained the executive.
For his part, Joel Borràs, CEO of NSN, focused on the differentiated value of the proposal: «There is no athlete who has a project like this currently. The purpose of this exhibition is to explain the person; Andrés's life is moving not only because of his career, but because of his passion and the story of success and overcoming that he carries within.»
Mental health, vulnerability in sport and the current Barça
The exhibition combines audiovisual content, scenography, original objects from the player's career and interactive elements, such as an area where visitors can kick a real ball towards the goal. But one of the main axes of the tour is the space dedicated to mental health, the management of pressure and expectations in top-level sport.
Iniesta explained: «Yes, there has been an evolution over the years, thanks to the testimonies of many athletes who have made it visible. In my time, talking about it was much more taboo. I did it out of necessity, when I felt I couldn't take it anymore. It must be understood that footballers are not just footballers, they are people, and before technology or position on the field, the most important thing is human relationships and how they are managed,» reflected the man from La Mancha.
«It must be understood that footballers are not just footballers, they are people» (Andrés Iniesta)
During the meeting with the media, the former Barça captain also analyzed the current situation of FC Barcelona under the direction of Hansi Flick: «As a spectator and fan, this Barça gives me a lot of peace of mind. I know they will play a game that I like, that will entertain me and that they will compete for everything. After that, winning or losing titles depends on many details, but the important thing is the continuity and the leap in quality that the team is showing.»
Iniesta Experience. The Inner Game can be visited at the former IMAX in Port Vell until January 10, before starting an international tour to other cities. Tickets are available from 18 euros for adults and 13.50 euros for children. When this exhibition ends, Stoneweg Culture plans to program new interactive experiences in this space until the concession expires in 2029.
In addition, the project includes a social component thanks to the collaboration agreement signed with the FC Barcelona Foundation, through which mental health programs for adolescents will be supported using sport as a therapeutic tool.