Rock in Rio 360 Experience
For the iconic Rock in Rio Festival in Spain, NewMedia Creative Technology Studio developed an electrifying 360° fulldome experience titled "Shark Attack"—a psychedelic, action-adventure film specifically created for our 21-meter inflatable dome.
Commissioned by El Corte Inglés, the brief was to design an immersive activation that would sustain a high-energy, continuous flow of festival-goers throughout the night. The challenge? To captivate a constantly shifting audience while maintaining an experience that felt complete and engaging no matter when guests entered or exited the dome.
Our creative solution was a seven-minute looped fulldome film, designed without a beginning or end—allowing visitors to seamlessly join at any point in the story. The film's psychedelic visuals, high-octane soundtrack, and surreal underwater narrative made for a truly hypnotic and unforgettable experience.
To heighten the sensory immersion, we engineered a custom vibration floor system powered by subwoofers placed beneath the structure. This added a visceral layer to the experience—making the shark attacks and deep bass frequencies physically felt, not just heard—transforming the entire dome into a reactive, living environment.
Project Credits
Client: El Corte Inglés
Production: NewMedia Creative Technology Studio
Venue: Rock in Rio España, Madrid — 2011
Technology: 21-meter inflatable fulldome, 360° looped projection film, custom vibration floor system with subwoofer array
Format: 7-minute seamless loop — "Shark Attack" psychedelic fulldome film
Attendance: Thousands of festival-goers over multiple nights
This activation marked one of NewMedia's earliest large-scale brand fulldome deployments at a major music festival, establishing the company's capability to deliver continuous high-throughput immersive experiences in outdoor festival environments. The custom vibration floor was a technical innovation developed specifically for this project.
