MADRID IS IMMERSIVE 2024
The Santoña Palace in Madrid, Hosts the "Immersive Christmas" Event
The Santoña Palace, headquarters of the Madrid Chamber of Commerce, Industry, and Services, served as the venue for “Immersive Christmas,” an event blending technology, tradition, and opportunities for Madrid's commerce sector.
Organized by the Chamber’s TIC Business Portal in collaboration with Alvearium, and with support from the Madrid City Council, and special collaboration of VRARA Madrid Chapter, “Immersive Christmas” aimed to drive the digital transformation of Madrid’s commercial sector while showcasing the impact of technology on the region’s economic development. This initiative positions the Madrid Chamber of Commerce as a leader in technological innovation within the region.
Extended Reality (XR), which integrates virtual, augmented, and mixed realities, is transforming not only how we interact with the world but also how we work and grow. By 2030, this technology is projected to generate a global economic impact exceeding €1.5 trillion, with commerce, education, and tourism at the forefront of its adoption. Through events like this, Madrid strengthens its status as a hub of technological innovation in Europe.
The event featured prominent figures, including Ángel Niño, Madrid City Council’s Delegate for Innovation and Entrepreneurship, and Elsa Salvadores, Deputy Managing Director of the Madrid Chamber of Commerce. It offered a creative and technological perspective for Madrid’s retail and hospitality sectors.
During her speech, Elsa Salvadores emphasized, “At the Madrid Chamber of Commerce, we understand that technological innovation is more than a trend—it’s a strategic necessity for the sustainable growth of our businesses and the development of our economy.” She also highlighted “Madrid’s ability to lead in technological innovation and creativity, solidifying its role as a European benchmark.”
The program included a roundtable with XR experts titled “How Extended Reality is Transforming the Local and Global Economy”, focusing on its impact on commerce and tourism in Madrid. Panelists included Carlos J. Ochoa Fernández (One Digital Consulting-President of VRARA Madrid). Additionally, the Alvearium (VRARA Member) project was introduced, showcasing its contributions to the digitalization of key sectors such as commerce, tourism, socialization, and entertainment in Madrid.
The event was attended by over 100 experts and professionals from the ICT sector, who concluded with an immersive tour of the Santoña Palace for attendees, including the visit to the VRARA Madrid experience, that was presented with a booth, where ONE Digital Consulting showcased the internationally Awarded “Vivaldi 3.0” experience. Dozens of attendees participated in the experience, achieving an extraordinary level of acceptance and positive feedback
TIC Business Portal
Through its TIC Business Portal, the Madrid Chamber of Commerce has made digital transformation a central priority. Annually, it supports thousands of Madrid-based companies in their digitalization journey, connecting them with cutting-edge technological solutions and helping them become more competitive in an increasingly demanding global market.