WeRiseUp is a Barcelona-based mixed reality studio serving cultural heritage sites and theme parks. The company was formed in May 2026 when PortAventura World and ride manufacturer Vekoma Rides spun out PortAventura’s digital innovation unit, Adventure Labs, as an independent joint venture, with Andreu Tobella as CEO. PortAventura World remains a partner, a client, and the testing ground for new work.

For heritage sites, the studio deploys free-roam mixed reality experiences inside the site itself, alongside regular visitors, with historians and storytellers involved before development begins. Its first heritage release is The Roar of Tarraco, staged inside the UNESCO-listed Roman amphitheatre of Tarragona, Spain, with the Tarragona City Council. Visitors take the role of an apprentice gladiator and watch a reconstruction of the games overlaid on the monument, which remains visible throughout. The installation made no permanent intervention on the site, the equipment is temporary and reversible, and historians of Tarragona’s heritage verified the content. The experience was developed with Spatial Voyagers, the Madrid studio behind PortAventura’s earlier mixed reality attractions.

For theme parks, WeRiseUp offers free-roam experiences and coaster retrofits. Three products launched at PortAventura World: Hysteria in Boothill (2023), a paranormal séance story for ages 12 and up with more than 100,000 visitors to date; Ulum Expedition (2025), a family underwater adventure set in a Yucatán cenote, for ages 8 and up; and El Diablo Neo, the first mixed reality roller coaster, a retrofit of an existing ride with more than 50,000 riders. Sessions run 10 to 12 minutes. Across its products the studio counts more than 150,000 guests.

WeRiseUp works through a revenue-share partnership model: no upfront cost or licensing fee to the venue, with production, hardware, installation, staff training, and ongoing operations carried by the studio, which then shares revenue from paid visitor experiences. The studio states a three-to-six-month timeline from agreement to opening day.