Sala Inmersiva for Fundación Juegaterapia: Immersive Room for Children in Cancer Treatment

The Challenge: An Immersive Room That Calms Rather Than Overwhelms

The Sala Inmersiva is a permanent multisensory immersive room inside Club Juegaterapia, opened in central Madrid in June 2025 by the Fundación Juegaterapia for children in cancer treatment. NewMedia developed the immersive component of the room.

Most immersive rooms are engineered for impact. This brief inverted that goal: the space had to lower arousal rather than raise it, and work for a child arriving exhausted, in a wheelchair or with medical equipment. Content had to move slowly, sound had to envelop without startling, and the environment had to change so returning children never met the same room twice.

Designed to Be Reprogrammed, Not Just Installed

The decisive choice was to treat the room as a platform rather than a finished installation. Because the visual and sensory layers are content-driven, the whole environment can be rebuilt around a new theme without touching the hardware.

In July 2025 the room became a summer beach, combining projected content with 1,300 kg of real sand for children who cannot be exposed to sun or seawater during treatment. In December 2025 the same room became a Lapland village with artificial snow, as Nieveterapia.

Why Immersive Environments Work in Therapeutic Spaces

An immersive room changes what a space asks of the person inside it. Scale, enveloping sound and slow visual movement shift attention outward — the same mechanism that makes a planetarium quieting rather than stimulating. In a therapeutic context that is the objective, not a side effect.

It also works collectively: everyone present is inside the same environment at the same moment, which turns a private experience into a shared one.

End-to-End Immersive Design

NewMedia delivered the immersive environment design, the projection system, the sensory and content design calibrated for calm, and a reprogrammable setup that lets the foundation change the room seasonally — integrating projection, sound and physical elements as one experience.

Explore NewMedia’s immersive environments and projection systems and more immersive projects, or talk to us about an immersive room for your space.

What This Project Demonstrates

• Immersive design for vulnerable audiences: built for children in oncological treatment, where calm and accessibility governed every decision.
• Permanent and reprogrammable: the same room has become a beach and a Lapland village without hardware changes.
• Projection integrated with physical sensory elements: 1,300 kg of real sand in July, artificial snow in December.
• Third-party recognition: NewMedia credited by name in Forbes España, El Independiente, El Diario de Madrid and Reason Why.
• Applicable beyond healthcare: the same approach serves meditation and wellbeing studios, museums and visitor centres.

Press Coverage

NewMedia is named among the collaborating companies in:

• Forbes España — Nieveterapia, December 2025
• El Independiente — Nieveterapia, December 2025
• El Diario de Madrid — Nieveterapia, December 2025
• Reason Why — La Playa, July 2025

Further coverage: Telecinco (television report) and The Objective (Club opening).

Project Credits

Client: Fundación Juegaterapia
Space: Sala Inmersiva, Club Juegaterapia
Location: Madrid, Spain
Opened: June 2025
Immersive Design & Technology: NewMedia Creative Technology Studio
Core Capability: Immersive room design and multisensory projection
Format: Permanent immersive room with seasonal reprogramming

An immersive room can energise a crowd or settle one. This project shows NewMedia designing for the second — and forms part of a portfolio that also includes dome projection, 3D mapping and AI-driven environments for brands and cultural institutions worldwide.